Location:
Quality products and services
Tai Cheong Bakery brings over 70 years of Hong Kong baking excellence to Singapore, establishing itself as the iconic purveyor of the celebrated cookie crust egg tart that has defined the brand's reputation since 1954. The Singapore operation, which began with pop-up stores in Takashimaya in 2016 and expanded to permanent locations, represents a successful partnership between Food People Pte Ltd and the legendary Hong Kong-based Tai Cheong Bakery. The distinctive cookie crust egg tart stands as the bakery's signature achievement, elevating this traditional Cantonese dessert to levels of excellence that distinguish Tai Cheong from competitors. The JEM outlet brings this Hong Kong baking heritage to Jurong East, offering convenient access to pastries that represent generations of technical expertise and commitment to ingredient quality. The bakery's expansion to multiple locations including Holland Village, Orchard, and Tampines demonstrates strong customer demand for authentic Hong Kong baking prepared with traditional methods and premium ingredients.
The diverse menu extends well beyond the famous egg tarts, offering a complete selection of Hong Kong-style baked goods and comfort food specialties. Traditional pastries include Bolo Buns and Chicken Pies prepared with techniques that honor Hong Kong baking traditions. The egg tart variations showcase creative flavor explorations while maintaining the technical excellence that defines the original: coconut tarts, pandan egg tarts, and durian & cheese tarts represent playful reinventions that respect the foundational technique. The Holland Village Cha Chaan Tang (Cafe) location demonstrates the brand's evolution beyond bakery-only operations, offering dishes inspired by old Hong Kong classics reinvented with fresh, modern twists. The combination of quality pastries, traditional comfort food, and attention to ingredient sourcing creates a complete Hong Kong dining experience that appeals to nostalgia seekers and adventurous diners alike.
Located at JEM and other convenient Singapore locations, Tai Cheong Bakery creates welcoming environments where Hong Kong baking traditions meet contemporary Singapore dining culture. The takeaway-focused counter service ensures efficiency while maintaining personal attention to customer preferences. The bakery's reputation for excellence, built over seven decades of Hong Kong operations and reinforced through Singapore's expansion, makes Tai Cheong an essential destination for anyone seeking authentic Hong Kong baking and comfort food. Whether indulging in the legendary egg tart or exploring newer flavor variations, customers discover why Tai Cheong Bakery continues to earn customer devotion across Asia, representing a bridge between Hong Kong's rich culinary heritage and Singapore's contemporary food scene.
Based on 15 reviews
Out of 260 shops
Not enough ratings
wr Yeo (WR)
Food is okay But promotion seems different from what they they mentioned. In the poster, they mentioned buy 3 get 1. However, when we wanted to buy all same item, they said the free item is only egg tart. They should state in the poster instead.
ButterCookie Cloud
We love taicheong. But theres a hair in my eggtart.
Chris Tan
Every time I patronise this outlet, the staff serve me with a glum, unfriendly face just because I only buy one or two tarts. It’s very obvious that they treat customers who buy boxes of tarts with far more enthusiasm and smiles, while ignoring or dismissing the rest. Such an attitude is really short-sighted — buying more doesn’t automatically mean someone is “worth more,” and often those boxes are just office orders. Tbh the service at the Holland Village outlet fares much better, always full of smiles and politeness regardless of the quantity customers buy. With service like this, it’s hard to want to come back.
Kate
I Buy 2 eggs & 2 char Siu pie see over change eggs I am regular customer always come eggs love very much , i find name staff Dina she knows what want the service customer way make customer friendly & care helpful staff & some time she no round , is lady name Sabrina she is one person. Ask your baker what is name night shift lady name say Sabrina. Night shift Staff cashier busy talk hp unknown customer in the counters . The customer service attitude is terrible.
Winston Wong
Nice selection of baked items, with the egg tart in particular a favourite for my son. I personally prefer the puff pastry version of egg tarts as these are quite crumbly and fragile to handle, but the flavours are good. Visited after dinner to pick up some items for breakfast the next day, so didn't have them super fresh - will try to visit earlier in the day next time to enjoy on the spot
Christopher Tan
Service and food is great. Service staff manning today was fantastic and i have been a frequent customer. Weekly visits. Love this outlet
Kevin (AussieFoodieAdventures)
Tai Cheong Bakery makes some of the yummiest egg tarts. Their short crust pastry is crisp and not too buttery. Their signature traditional custard has a nice smooth, silky texture, firm and for me personally the right amount of sweetness. The pandan custard is also another of my favorites. It has a nice pandan fragrance and the same yummy taste and texture of their signature custard. I recently tried their Salted Egg Yolk and this was delectable. There was a top layer of their signature traditional custard and a bottom layer of the salty, slightly runny egg yolk. Definitely worth trying if you like the salty vs sweet mix.
edtayjb
My wife and I are regulars of Tai Cheong Bakery - not just at this outlet in JEM, but also island wide. We find that its egg tart still sets the standard that others (including those from Hong Kong) are still trying to follow. That said, my favourite dessert from Tai Cheong Bakery is its old-school Coconut Cream Bun. To me, it is nostalgically very good. Today my wife and I tried its Charcoal Milk Tart. It was nice but we thought it a tad expensive. By the way, service at the outlet here was friendly and helpful.
Posh Pearl
First time doing a review for them but have been visiting for their tarts, polo buns and radish cake! Also love their almond cookies during cny!
ai lin neo
I have purchased Egg tarts, it tastes soft in the tarts and crispy for the outer layer. Not too sweet for the original favour! Love the taste, will get it again from Jem outlet. Good service too!
Yi Tong Yap
The service at this Tai Cheong is excellent - the ladies were polite and so friendly to everyone, taking the initiative to engage me even while I was in the queue, and explained the instructions to reheat really well. Such service attitude is really rare and I appreciate it!
T YX
The cashier was friendly and gave us tips to ensure the best eating experience for our egg tarts!
pik pok
Excellent service, the lady recommended different pastries and reminded us must put them into the fridge if not eaten on the day. She intro the best way to warm it up is by heating them in 160 degree in the oven.
Yvonnea Shufen Kok
Sabrina the svs staff is so friendly and helpful w the recommendations of the Durian cheese tarts! 😋
Evangeline Isabel Teo
Super love their durian and pandan tarts which are available year round. For seasonal flavours like mince tarts, I look forward to Christmas to get them. Crust is firm yet crumbly. The mixed fruit filling is nicely soaked with brandy, gives out a lovely fragrant
Place in a toaster oven or air fryer 160°C for about 8 to 10 minutes
Place in a toaster oven or air fryer 160°C for about 10 to 12 minutes
Remove from refrigerator and consume chilled or at room temperature.
Indulge in flaky perfection with our irresistible puff pastry egg tarts!
Crispy, flaky pastry delicately crafted with layers of buttery goodness
29 photos