A slice of HK in Singapore

A slice of HK in Singapore

Hong Kong mooncake brands may not have permanent retail shops in Singapore, but they are no less popular than mooncakes made here.

In fact, the mooncakes - mostly traditional baked ones - are selling fast at mooncake fairs. The Mid-Autumn Festival falls on Sept 19.

Many Hong Kongers are buying them to take home because some brands sell out fast there.

Those which have made a name here are Wing Wah, Kee Wah, The Hong Kong Peninsula Confiserie, Mei-Xin and Koi Kei.

Kok Kei set up its first outlet outside of Hong Kong in Temple Street in Chinatown last December.

While the outlets focus mainly on traditional baked mooncakes, some sell egg yolk custard ones and a few others have introduced a range of snowskin mooncakes too.

Mr Sebastian See, 61, general manager of The Hong Kong Peninsula Confiserie in Singapore, says: "As the brand became more popular in Hong Kong, people started rushing for the mooncakes. Here, we see many Hong Kongers, as well as tourists from Malaysia and China, buying at least 10 boxes of mooncakes from Singapore.

"Now that we are the sole distributor of the brand, I have brought in three times the amount of mooncakes we had before and stock is depleting fast."

Kee Wah's director Jonathan Lee, 57, says that business has been "stable" during the 15 years of mooncake sales. "We are constantly improving on the product and slowly moving to modernise with snacks such as coffee egg rolls.

"But we still stick to our traditional roots and do not depend on gimmicks. Another market we are looking at is corporate sales."

Both The Hong Kong Peninsula Confiserie and Kee Wah also say they want to open shops here.

Mr Lee adds: "I have been considering an outlet here for a long time, but we need to have the right strategy and shop space.

"We sell our products in Singapore during Chinese New Year and Mid-Autumn Festival. We need to make sure that we can sustain the business for the rest of the year as the market here is still quite small, and a lot of the younger generation do not have the culture of drinking tea and eating mooncakes."

Andrew and Anderson Patisserie, which brings in the Wing Wah and Choi Heong Yuen brands, says: "Wing Wah has been making mooncakes since 1950 and the quality has not changed. They use 100 per cent pure lotus seeds from the Hunan province to make their own lotus paste. The mooncakes have gained recognition among local customers and demand has been increasing in double digits since 2008."

It brought in Choi Heong Yuen, another popular brand, from Macau last year and that has also been gaining ground among corporate customers.

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