After two decades of baking experience and sharpened business acumen, Pastry Chef Daniel Tay has launched Old Seng Choong. The e-business is a tribute to Daniel's father, a baker-confectioner who opened Seng Choong Confectionery. After Daniel failed to expand his father's confectionery, it closed down in 1996. Now, he is ready to revive it. Debuting just in time for the upcoming Chinese New Year, Old Seng Choong (www.oldsengchoong.com) will be open for orders from 11 Jan. It will be offering traditional treats to celebrate every joyous occasion. For now, customers will be able to place orders for four products available – Carrot Cake, Yam Cake, Red Date Cake, Nian Gao.

Cakes

The Hong-Kong style Red Date Cake ($23.80 for 540g), which takes hours of preparation, is a labour of love. Chinese dates are first skinned, pitted, and steamed with raw sugar. The softened dates are then sieved into a smooth paste, mixed with tapioca flour and finally steamed again to form a soft, sticky kueh.

Are you a carrot cake fan? If so, try out the Carrot Cake ($23.80 for 500g), filled with dried shrimp and lup cheong (dried Chinese sausage). To create a cake with more bite, Old Seng Choong uses white radish that is cubed instead of grated.

Made with a family recipe, the peppery Yam Cake ($23.80 for 500g) is made up of steamed peanuts, dried shrimp, fried shallots and dried shiitake mushrooms. Thai yams are specially used for their superior flavour and texture.

Perfect for the health-conscious, the gooey brown sugar Nian Gao ($23.80 for 540g) is less sweet and great for steaming or pan-frying. Simply slice the cakes, steam or fry it and dig in! Enjoy a 30% discount when you order online from 11 Jan to 6 Feb.

Written by Rachel Wong