Singapore, 15 January 2024 – Chinese New Year is one of the most important and highly celebrated holidays among the Chinese communities around the world. Food and traditions are a big part of the celebration as they symbolise prosperity, abundance, and togetherness. Old Seng Choong celebrates Chinese New Year with an array of mouth-watering traditional New Year treats infused with a delightful twist of modern elements.

Pineapple tarts are one of the mainstays during the celebrations and it is not just a delightful treat but holds a deeper significance. The auspicious pineapple or “Ong Lai” in Hokkien, means “Fortune Come”. Hence, gifting pineapple tarts symbolises prosperity and good luck to the recipient.To intensify the “Huat”, Old Seng Choong is launching its brand-new limited edition Mandarin Orange Pineapple Tart alongside their classic Original Pineapple Tart. Shaped as pineapple and ingot, the buttery pastry is available in boxes of 12 hearty pieces, perfect for satisfying the cravings for pineapple tarts.

Old Seng Choong has long been known for its renditions of traditional classics which bring back nostalgia with every bite. This year, Old Seng Choong pays tribute to some of the most popular and auspicious dishes that can be consumed all year round but are traditionally enjoyed during the Chinese New Year. Whether it is the rich and chewy texture of Traditional Nian Gao and Traditional Red Date Cake, or the savoury fragrance of Traditional Carrot Cake and Traditional Yam Cake, these classic treats are the ultimate comfort food to usher in the new year with abundance and good fortune.

Kueh Lapis, the traditional multi-layered cake is moist, buttery, and divine to the palette. The layers symbolises longevity, and are similar to the steps on a ladder which is often associated with promotion and endless fortune, hence its popularity during the Chinese New Year celebrations. To add a refreshing tangy touch to the Original Kueh Lapis, the Prune Kueh Lapis will also be made available this festive season.

Besides the exchanging of a pair of mandarin oranges and red packets, gifting is a big part of the celebration. Old Seng Choong’s Premium Concentrated Bird’s Nest and Prosperity Cookie Hamper have been specially curated to add oomph to gifting. Premium-grade unbleached bird’s nests with no added preservatives were specially selected and are available in three luscious flavours – Rock Sugar, Red Dates, and American Ginseng.

Old Seng Choong Prosperity Cookie Hamper consists of Pandan Coconut, Chocolate Orange Seasalt, Hae Bee Hiam, and Kueh Kosui.

A favourite at gatherings during Chinese New Year is Bak Kwa, a thinly sliced and seasoned jerky meat barbecued to a deep red colour that symbolises good fortune and prosperity. Grilled to perfection and marinated with Old Seng Choong’s unique blend of in-house sauce, the irresistible Original Bak Kwa and Truffle Bak Kwa. The Old Seng Choong Bak Kwa are individually vacuum packed to retain juiciness and tenderness and are available in boxes of 480g.

Recently launched, Old Seng Choong Bake-Off Concept stores feature over 15 traditional fresh bakes daily and have created a buzz in the foodie community. Fan-favourite pastries such as the Black Sesame with Mochi, Classic Yam with Iberico Ham, and Premium Red Dates with Bird’s Nest are now available in pre-packed gift sets, perfect as a gourmet treat for loved ones during celebrations. Another set with the top-selling selection features the Black Truffle with Golden Egg Yolk, Red Lotus with Bak Kwa, and Parma Ham with Shallot Oil. Relish in these mouth-watering creations and surprise friends and family during gatherings this Chinese New Year!

From now until 31 January 2024, enjoy the early bird promotion which offers a 20% discount on pre-orders of Old Seng Choong Chinese New Year specials.
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Xiao Hong Shu:
老成昌OLD SENG CHOONG