Old Chang Kee, Singapore’s iconic snack brand known for its golden curry puffs, has expanded to London. From a humble stall near Rex Cinema to an international food name, discover how it brings authentic Singapore flavors to the global stage.
Image courtesy of Old Chang Kee
Few brands capture Singapore’s entrepreneurial spirit as clearly as Old Chang Kee. What began as a modest curry puff stall outside Rex Cinema in the 1950s has grown into one of Singapore’s most recognized food names — with a presence that stretches beyond the island, bringing the authentic taste of Singapore to the world.
The story of Old Chang Kee began in 1956, when a small stall near Rex Cinema sold golden-brown curry puffs filled with potatoes, chicken, and aromatic curry spices. These snacks became a hit among moviegoers and working-class Singaporeans.
But by the 1980s, the brand had lost its direction. That’s when Han Keen Juan, a former Rex Cinema manager, saw an opportunity to revive a beloved name. In 1986, Han and his partner Chandra Kumar acquired Old Chang Kee with a vision to turn it into a professional, scalable food business while preserving its nostalgic charm.
Han, often described as humble but determined, modernized operations while maintaining the brand’s soul — the same flaky, flavorful curry puff that once drew queues at the original stall.
Han’s approach was revolutionary for its time. While most street food vendors focused on daily sales, he thought about brand identity, product consistency, and long-term growth.
He established a central kitchen to standardize recipes, ensuring every puff had the same texture and taste. This system became the backbone of Old Chang Kee’s success — allowing the company to expand across Singapore while guaranteeing food safety and uniform quality.
In the 1990s and 2000s, Old Chang Kee became a familiar sight in MRT stations, shopping malls, and airports. Its signature yellow logo — featuring a chef’s hat and a bold red “O” — became instantly recognizable to Singaporeans.
While the Curry’O remains the brand’s flagship product, Old Chang Kee diversified its menu to keep up with changing lifestyles. The brand introduced Sardine’O, Chicken Mushroom’O, Black Pepper Chicken’O, and even plant-based puffs for health-conscious consumers.
Traditional Favourites. These are the nostalgic, signature snacks that helped build the brand’s identity. According to the company, “passed on from generation to generation, you can never get enough of these nostalgic treats and traditional Singapore quick bites!”
Key items include:
Seafood Favourites. Catering to snack lovers with a seafood twist. The website labels it: “Enjoy a mouth-watering seafood spread that goes great with our signature sambal chilli!”
Examples of items in this category:
Chicken Favourites. For consumers who prefer meaty snacks, these items deliver. The website states: “These delightful meaty snacks are a hit with all ages.”
Key items:
Desserts. To round out the snack offering, Old Chang Kee also offers dessert-style items. From the annual report: their portfolio includes such items.
Some examples:
Breakfast Sets / Ready Meals. While less prominently featured in the core “snack” categories on the website, older corporate-documents mention ready-meals and breakfast sets:
Their core anchor product is the Curry’O (curry puff) — a strong heritage item that anchors brand identity. Diversified across three major snack categories (traditional puff & roll style, seafood snacks, chicken snacks) + desserts, giving them broader reach in the “grab-and-go” snack market. Moved into ready meals and quick meals, showing vertical extension from snack to meal. The wide variety (fish, squid, chicken, vegetarian/rolls, desserts) suggests they aim to serve multiple customer segments (kids, working adults, snack lovers, meal seekers). The use of product-naming (e.g., “OnStik”, “O” suffix) helps create product identification and differentiation. Marketed with heritage (“since 1956”, local flavours) but also convenience and portability — which fits expansion strategy.
But it didn’t stop at pastries. The chain evolved into a mini fast-food concept, offering ready-to-eat local favorites like:
These additions allowed Old Chang Kee to capture the busy lunchtime crowd and families looking for comfort food with a local twist.
Old Chang Kee’s marketing strategy is deeply rooted in nostalgia and national identity. It celebrates Singaporean food heritage with pride — appealing to both locals and tourists seeking an authentic taste of the island.
The brand’s tagline, “The Taste of Singapore”, reflects this ethos.
Its marketing blends traditional values with modern appeal. Old Chang Kee’s festive campaigns — such as limited-edition flavors during Chinese New Year or National Day — evoke emotional connections with customers.
On social media, the brand takes a lighthearted tone, posting humorous content about food cravings, nostalgia for school days, and local slang. This approach helps it remain relevant to younger audiences while keeping older customers loyal.
In the 2000s, Old Chang Kee took its next big leap: international expansion. Recognizing the growing global appetite for Asian street food, the company began setting up outlets overseas.
Australia (Perth) — One of the first international outlets, opened in 2012. The store was designed to resemble a modern kopitiam, serving both traditional curry puffs and hot meals like laksa and chicken curry.
United Kingdom (London) — Old Chang Kee opened its first London store in Covent Garden in 2018. British customers embraced the puffs as a convenient and flavorful alternative to traditional pastries.
Malaysia and Indonesia — Given cultural similarities and proximity, these markets were natural choices. Old Chang Kee operates multiple outlets across Kuala Lumpur and Jakarta.
Each international store retains its Singaporean identity while adapting slightly to local tastes and regulations. For example, in the UK, the company uses halal-certified ingredients and has expanded vegetarian options.
Despite its overseas growth, Old Chang Kee has stayed true to its roots. It continues to produce all its curry puffs in Singapore using a central production facility that meets international food standards (ISO 22000 and HACCP certified). This approach allows for consistent quality control — a major challenge for many F&B brands trying to expand globally. The company also exports frozen curry puffs and sauces, supplying them to supermarkets and catering businesses abroad.
Old Chang Kee Ltd. was listed on the Singapore Exchange (Catalist Board) in 2008 — a testament to its business credibility. In its latest reports, the brand operates over 90 outlets in Singapore and several in overseas markets. Despite global challenges such as the COVID-19 pandemic, Old Chang Kee remained resilient by expanding delivery services and introducing ready-to-cook frozen packs for home consumption. Its diversified business model — retail outlets, catering, and manufacturing — continues to support sustainable growth.
Old Chang Kee is not resting on nostalgia alone. The brand is experimenting with plant-based fillings and lower-oil pastry recipes to meet modern dietary preferences. It has also invested in digital transformation, offering online ordering, food delivery, and e-payment integration to enhance convenience. These innovations show that while Old Chang Kee honors its past, it’s fully aware of the need to adapt to the future.
Old Chang Kee’s journey from a small stall to an international food brand embodies the essence of Singapore’s business success: innovation, quality, and global ambition.
It represents more than curry puffs — it represents the spirit of local entrepreneurs who blend heritage with modern business practices.
As Old Chang Kee continues to expand its international footprint, its mission remains the same:
“To bring the taste of Singapore to the world, one curry puff at a time.”
