Old but gold: Here’s 5 family-run bizs in S’pore that lets you feel the love with every bite this CNY

As the Chinese New Year (CNY) festive season draws closer, have you secured the finest delicacies for your celebrations?

If you haven’t, worry not- these family-run businesses offer an array of delectable CNY goods that you cannot miss. With generations of expertise, they have mastered the art of crafting traditional treats that tantalise the taste buds and capture the essence of CNY.

From mouth-watering pineapple tarts to sweet-savoury bak kwa, here are some must-get goods from five family-run businesses in Singapore.

1. KELE

Consuming pineapple tarts is considered auspicious during Lunar celebrations. Pineapples are called “ong lai” in Hokkien and Cantonese, which directly translates to “fortune come,” representing good luck and fortune.

KELE‘s artisanal pineapple tarts have captured the hearts of Singaporeans for over four decades. The story behind the brand dates back to 1983, to a small family confectionary based in Jurong West that served a selection of traditional goodies and the brand’s signature pineapple tarts. 

Previously called Kele Confectionery, the bakery was run by Adrian and Gordon Ang’s parents. In the 1980s, the Ang family perfected their pineapple tart recipe by collaborating with a specialised chef.

Fast forward to 2012, Adrian stepped up to take over the family business after completing his Master’s Degree in the United States.

Seeing potential in the F&B space at the time, he started to build the company’s vision to become the “Singapore brand for pineapple tarts”, by rebranding the company to KELE and scaling up the business’ operations beyond the confectionary housed in Jurong. 

Joined by his younger brother in 2015, the duo has successfully opened three outlets since the rebrand. The business has also achieved multiple milestones throughout the years, including being featured in the Michelin Guide 2017.

Make your way to KELE’s outlets and indulge in a delightful array of artisanal pineapple tarts and pastries.

2. Tai Chong Kok

Apart from pineapple tarts, celebrate the new year with Tai Chong Kok’s traditional and delectable nian gao.

Tai Chong Kok was founded in 1935 by Tham Kai Chee, who emigrated from Guangzhou to Singapore during a tumultuous period in Chinese history. Back in the day, long queues would form at the business’ stall at Sago Street, Chinatown, hoping to get their hands on freshly baked goods.

Kai Chee’s legacy was then passed down to his four sons, ensuring that the tradition of Tai Chong Kok remained in the family. Today, the Chinese baked goods business is helmed by Ham Weng Seng, Kai Chee’s grandchild.

Wee Seng, who joined the family business after completing his national service, has managed to expand it from a mom-and-pop stall to nine outlets across Singapore, with a 10,000-square-foot central kitchen.

Although Tai Chong Kok is renowned for its freshly baked mooncakes, its business also offers an array of traditional Chinese pastries, such as kueh bangkit and pineapple balls. You can order these time-honoured goods via Tai Chong Kok’s website or visit one of its outlets to taste its delicacies in person.

3. Lim Chee Guan

Bak Kwa is a CNY staple, and among the array of options in Singapore, homegrown brand Lim Chee Guan takes the spotlight. Lim Kay Eng first founded the family-run business in 1938, who emigrated to Singapore in the 1920s.

Kay Eng hadn’t planned to venture into the bak kwa business initially. However, a profound sense of homesickness prompted him to set up a pushcart at Chin Chiew Street, otherwise known as “Tou Fu Kai”.

Back home, his mother often made bak kwa during the war-stricken days as the meat could be preserved. He would make bak kwa for himself whenever he missed his mother, eventually leading him to establish Lim Chee Guan after saving up money from odd jobs.

In 1956, the entrepreneur moved his stall to a shophouse along New Bridge Road, and later opened a second outlet at Chinatown’s People’s Park Complex in the 1970s.

In 1988, Kay Eng handed over the reins of his business to his son Rod Lim. Over the years, Rod’s two sons — Jerre Lim and Benny Lim — joined the family business to continue their grandfather’s legacy. From a humble pushcart, Lim Chee Guan has grown to become a renowned bak kwa brand with four outlets in Singapore. 

Although online preorders for Lim Chee Guan’s bak kwa products are now closed, you can still head down to their outlets (except for the temporarily closed People’s Park Complex outlet) to get your hands on this delectable Lunar New Year treat.

4. New Moon

It’s often believed that consuming abalone during CNY would bring abundant good fortune for the entire year. And when it comes to the finest abalone choices, look no further than New Moon — the brand has consistently topped the ranks for 13 consecutive years as the best-selling abalone brand in Singapore. 

With origins dating back to 1959, New Moon is managed by Goh Joo Hin Pte Ltd, which started off as a provision store along Singapore’s Rochor Road, selling various food and essential items. 

Goh Joo Hin, initially named Joo Hin Wholesalers, was bought over by businessman Goh Yeow Gek in the 1940s as he saw potential in the business. After the acquisition, Yeow Gek renamed it Goh Joo Hin. He was later joined by his family members, who helped manage the provision store and expanded its business into imports and exports. 

In the 1980s, the company acquired New Moon and further expanded its product offerings. Today, the business is helmed by CEO Goh Kai Kui (the grandson of Yeow Gek), alongside their family shareholders and four other senior managers. 

Apart from abalones, New Moon is offering a variety of hampers, and gift sets for CNY this year, including health and beauty offerings such as bird’s nest, yu sheng, and pineapple tarts. Elevate your festive celebrations with New Moon’s 2024 CNY offerings here.

5. Bengawan Solo

Bengawan Solo is one of Singapore’s most successful bakery chains, renowned for their Nyonya-styled cakes and pastries.

The bakery chain was founded by Indonesia-born Anastasia Tjendri-Liew after she emigrated to Singapore in 1970. Anastasia initially started making butter, chiffon cakes, and kueh lapis at her four-room flat in Marine Parade.

She sold these cakes to her friends and acquaintances, and the popularity of her confections grew through word of mouth — so much so that she began to supply them to supermarkets and shops, with one department store in Lucky Plaza even setting up a retail counter to showcase her goods.

However, in 1979, officials from the Ministry of Health instructed Anastasia to stop supplying shops from her home kitchen as she did not have a food manufacturing licence. She then ceased operations from home, but as people still demanded her bakes, she set up the first Bengawan Solo outlet at Marine Terrace a few months later.

As the business grew and registered profits, the number of Bengawan Solo outlets increased yearly as the business reported profits and turnover grew annually. Today, the bakery chain operates over 40 outlets in Singapore.

Anastasia’s son, Henry Liew, joined the company as a marketing executive immediately after graduating with a business administration degree from the National University of Singapore in 2002. Presently, he serves as Bengawan Solo’s director, continuing the legacy of this thriving bakery chain.

For CNY 2024, the business is offering a variety of gift hampers and baked goods to celebrate the festive season. Skip the inconvenience by ordering directly from their website.

Honourable mention: Golden Moments

Golden Moments was founded by Josiah Jeremy in 2017, who built the brand on the idea of “bringing together families and loved ones through the shared love of durians”.

Their very first product — the Signature 100% Mao Shan Wang Snow Skin Mooncake — received an overwhelming response, with the product being sold out in one month and the brand achieving a six-figure digit.

If this isn’t a testament to their exceptional quality, I don’t know what is. Although the brand started with mooncake products, they have quickly expanded beyond this traditional delicacy to include a variety of goods, such as the Signature Mao Shan Wang Galaxy Cake and Golden QQ (durian balls that are ‘mochi’-like).

For CNY in particular, Golden Moments has launched artisan honey bak kwa and pandan pineapple tarts, which can be ordered separately or as a bundle. Head to their website to place your order and savour Golden Moments’ delectable offerings.

Featured Image Credit: KELE/ New Moon/ Lim Chee Guan/ Tai Chong Kok