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tai-cheong-bakery-egg-tarts-landscape

Were you surprised with the huge popularity of Tai Cheong’s egg tarts when you first opened at Takashimaya?
Singaporeans are a well-travelled bunch, and most of them have been to the outlets in Hong Kong and they are familiar with the brand. We wanted to test the waters and thought a pop up store would give us some indication of how this brand would do here. We did expect good response but we were pleasantly surprised at the overwhelming response! We currently sell an average of 3500 a day at the kiosk. With this encouraging outcome, we were even more determined to move forward with our plans to open a permanent outlet in Singapore.

The people behind Tai Cheong Bakery: (from left) Eric Leung (CEO of Tao Heung Holdings), Chef Au Yeung Tin-Yun (founder of Tai Cheong Bakery), Joe Ng (Director of Business Management for Tao Heung Holdings), and Han Jin Juan (director of Food People Pte Ltd).
                       Han Jin Juan (director of Food People Pte Ltd) (right)

What made you decide to start a Tai Cheong eatery at Holland Village?
I have been an ardent fan of Tai Cheong for the last 30 years. When Chung Wai Ping, a personal friend and the chairman of Tao Heung Holdings took over the reins, we both saw an opportunity to strengthen the legacy of this heritage brand. We were excited about the prospect of sharing this with Singaporeans, many of whom were already familiar with the egg tarts and pastries through their travels to Hong Kong and at the same time we wanted to find ways and create opportunities to attract new fans to the unique qualities of Tai Cheong. The eatery here is completely different from T Café 1954 in Hong Kong. Here, we maintain the essence and authenticity of cha chaan teng food while keeping to a modern and polished presentation.

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What should first-timers expect when they dine at this eatery?
First timers can expect a range of baked goods including the exclusive durian and cheese tarts as well as savoury hot dishes such as scrambled egg toast stack with chicken chop, beef brisket curry rice, three egg macaroni soup with luncheon meat, three coloured silky eggs with rice with a choice of two meats – roasted pork and prawns; roasted pork and beef; roasted pork and crispy pork belly. The dishes retain its authentic Hong Kong taste while presented in a modern and refined manner. Diners can also enjoy the food in the vibrant and comfortable setting at good prices. The prices at Tai Cheong Bakery have no service charge.

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How would you describe the menu overall at this new eatery? And do you have a favourite item in the menu?
The menu is very authentic with time-honoured cha chaan teng staples presented with finesse and refinement. We’ve also kept the prices competitive for this area (Holland Village). Personally, I love the three coloured silky eggs with rice with roasted pork and crispy pork belly, it is a hearty meal all on its own and it reminds me of my frequent visits to Hong Kong.

Do you hope to expand and open other outlets in Singapore?
We are always on the lookout for good opportunities but for now, we would like to focus on this first outlet in Holland Village and ensure the concept is sound and everything runs smoothly.