{"id":46877,"date":"2026-02-23T13:39:22","date_gmt":"2026-02-23T13:39:22","guid":{"rendered":"https:\/\/bondahx.com\/index.php\/2026\/02\/23\/old-chang-kee-once-went-global-flopped-now-its-taking-smarter-steps\/"},"modified":"2026-02-23T13:39:22","modified_gmt":"2026-02-23T13:39:22","slug":"old-chang-kee-once-went-global-flopped-now-its-taking-smarter-steps","status":"publish","type":"post","link":"https:\/\/bondahx.com\/index.php\/2026\/02\/23\/old-chang-kee-once-went-global-flopped-now-its-taking-smarter-steps\/","title":{"rendered":"Old Chang Kee once went global & flopped. Now, it\u2019s taking smarter steps."},"content":{"rendered":"


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It even had outlets in South Africa <\/strong><\/h2>\n

In Singapore, few snack brands are as ubiquitous as Old Chang Kee<\/a><\/strong>. Chances are, you\u2019ve grabbed a curry puff, sotong<\/em> head, or fried chicken wing from them at some point.<\/p>\n

After all, the brand operates more than 80 outlets across Singapore, and nearly 30 more overseas\u2014a scale that cements its status as one of the country\u2019s most recognisable homegrown F&B brands.<\/p>\n

But what many might not know is that the company\u2019s international ambitions haven\u2019t always gone according to plan. After tasting failure in its earlier overseas push, it took years before Old Chang Kee decided to venture out again\u2014this time, more careful and far more calculated.<\/p>\n

So what went wrong the first time around? And what is it doing differently now to avoid repeating history?<\/p>\n

An aggressive expansion push<\/strong><\/h3>\n

Old Chang Kee initially began modestly in 1956<\/a>, when Hainanese immigrant Chang Chuan Boon set up a small curry puff stall at Koek Road. After stints at Albert Street and later Mackenzie Road near Rex Cinema, its puffs, sold at S$0.35 each, became affectionately known as the \u201cRex curry puffs.\u201d<\/p>\n

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Old Chang Kee stall in the \u201950s vs its flagship coffee house at Rex today.\/ Image Credit: Old Chang Kee<\/figcaption><\/figure>\n

The turning point for the business came in 1986, when Chang retired and sold the business to Han Keen Juan. With S$70,000 pooled from investors, Han took over the Mackenzie Road stall and set about modernising what had been a humble hawker operation.<\/p>\n

He rebranded the business with a new logo and the tagline \u201cOld Chang Kee\u2014it\u2019s a better puff,\u201d standardised recipes, mechanised production, and slowly expanded across Singapore. <\/p>\n

By 1991, the company had 12 outlets and revenue had more than doubled to S$1.6 million. A factory in Ubi was also set up, churning out over 10,000 curry puffs a day.<\/p>\n

Then came the brand\u2019s aggressive overseas push. <\/p>\n

Between 1993 and 1997, Old Chang Kee rapidly expanded through franchises into eight countries, including Malaysia, Indonesia, China, Japan, India and even South Africa. Sales in Indonesia and Malaysia alone surpassed S$1 million by 1994. <\/p>\n

Declining sales & mounting quality complaints<\/strong><\/h3>\n

While the growth was rapid, it was unfortunately difficult to sustain. <\/p>\n

Overseas franchisees began facing declining sales and mounting complaints over product quality and consistency. <\/p>\n

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Image Credit: Old Chang Kee<\/figcaption><\/figure>\n

The brand\u2019s CFO, Song Yeow Chung, told Vulcan Post<\/em> that during its first overseas push, Old Chang Kee exported only curry powder, leaving franchisees to prepare the rest of the spice mix on their own, a model that led to variations in taste across markets.<\/p>\n

Brand familiarity was another challenge. <\/p>\n

Song noted that in the 1990s, international travel was far less common than it is today. Consumers in overseas markets were largely unfamiliar with Old Chang Kee and had little prior exposure to its products or brand identity. <\/p>\n

By 2002, the overseas outlets had eventually become unprofitable. Han made the decision to terminate all 24 franchises, incurring losses of around S$50,000.<\/p>\n

Doubling down on Singapore<\/strong><\/h3>\n
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Image Credit: Old Chang Kee<\/figcaption><\/figure>\n

While its international ventures faltered, Old Chang Kee doubled down on its Singapore growth, recording S$14 million in sales that year. <\/p>\n

Today, the brand operates 77 Old Chang Kee outlets, alongside two sub-brands, including Curry Times<\/a><\/strong>, a curry\u2011themed restaurant concept, and Dip N Go<\/a><\/strong>, a grab\u2011and\u2011go concept focused on snack items paired with sauces, bringing its total footprint in Singapore to around 82 outlets.<\/p>\n

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Image Credit: Dewi Abiha, Anderson Ooi via Google Reviews<\/figcaption><\/figure>\n

Consistency is at the heart of its strategy. The curry puff recipe\u2014a core trademark\u2014has remained unchanged over the years, so much so that it is locked in a safe, inaccessible even to the CFO. <\/p>\n

While the curry puff remains the brand\u2019s flagship product, Old Chang Kee has also gradually diversified its offerings and expanded its menu. <\/p>\n

\u201cWe have products like the steamed curry bao, big curry buns, and we\u2019ve collaborated with other players to introduce a curry sandwich. We\u2019re trying to innovate beyond the core product, but not moving too far away from it,\u201d explained Song. <\/p>\n

Seasonal ranges, like the chicken mushroom puff, are tested in small batches. If they resonate with customers, they are added permanently to the menu. <\/strong>The brand leverages its large central kitchen, capable of producing up to 50,000 curry puffs daily, to run these experiments.<\/p>\n

\u201cIt is a constant series of small experiments,\u201d Song said. \u201cThe experiments don\u2019t cost us a lot, and are easily reversible in case they don\u2019t work out.\u201d<\/p>\n

These efforts earned Old Chang Kee the Overall Winner Award in the Product Excellence category at the Singapore Manufacturing Federation\u2019s inaugural Singapore Innovation and Manufacturing Excellence Awards (SIMEA) 2026, recognising its commitment to quality, innovation, and pushing boundaries in the manufacturing sector.<\/p>\n

A more measured overseas strategy<\/strong><\/h3>\n

The same approach now guides the brand\u2019s overseas strategy. <\/p>\n

When the company officially re\u2011entered international markets in 2005, it prioritised strict quality control, establishing regional factories to ensure its curry puffs tasted consistent across borders. <\/p>\n

Instead of shipping curry powder, the company now sends ready-made curry paste, reducing preparation steps for franchisees. Products are also adapted for local tastes, with roughly 70% of offerings maintaining the core identity and 30% customised.<\/p>\n

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Old Chang Kee outlets in Indonesia.\/ Image Credit: RnC Studio via Shutterstock.com<\/figcaption><\/figure>\n

Markets are also chosen more strategically, with a focus on countries like Malaysia and Indonesia, where fried foods are popular, and curry flavours resonate with local palates. The company operates around 30 outlets in Indonesia, run by a master franchisee, and three in Malaysia.<\/p>\n

London is another market the company has targeted<\/a>. While it may seem unconventional, the move into the country in 2017 is part of Old Chang Kee\u2019s strategy to experiment internationally while leveraging Singapore\u2019s culinary reputation. <\/p>\n

The move seems to have worked out: the company has been in London for nearly a decade, appealing to consumers with a taste for curry.<\/p>\n

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Old Chang Kee\u2019s London outlet.\/ Image Credit: Tripadvisor<\/figcaption><\/figure>\n

But not all international experiments have been as successful for Old Chang Kee, such as its expansion into Perth. <\/p>\n

While the market was initially chosen for its large population of Malaysians and Singaporeans, the specific outlet location\u2014a suburban shopping centre with limited footfall\u2014ultimately failed to attract enough customers, leading to its closure.<\/p>\n

The company is now exploring whether relocating to a city-centre location could make the venture viable. <\/p>\n

Growing in the retail & non-retail space<\/strong><\/h3>\n
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Image Credit: Michelin Guide\/ United Square<\/figcaption><\/figure>\n

As a homegrown F&B brand with decades of experience, these lessons have played an important role in shaping Old Chang Kee\u2019s strategy, guiding its decisions both at home and abroad. <\/p>\n

When asked about future overseas ventures, the company remains open to new opportunities\u2014albeit with a more careful and calculated approach.<\/p>\n

At the same time, maintaining and growing its Singapore footprint remains just as important, particularly in a competitive and ever-changing F&B landscape. <\/p>\n

\u201cCurrently, we have 82 outlets in Singapore,\u201d Song said. \u201cFor comparison, Starbucks has around 140 outlets and McDonald\u2019s, over 150. So there\u2019s still leeway for us to grow to 140 or 150 outlets\u2014there\u2019s promise in Singapore for further expansion.\u201d<\/p>\n

Beyond just retail, Old Chang Kee is also exploring other revenue streams to drive growth. <\/p>\n

While over 90% of revenue still comes from its stores, the brand\u2019s non-retail segments, including delivery, catering, and event services, are expanding \u201cmuch faster,\u201d and are seen as key areas for future growth.<\/p>\n

Delivery and packaged meals allow the company to reach more customers without the constraints of storefront manpower, while catering ranges from small office orders to full-scale corporate events. The brand\u2019s O\u2019 My Darling<\/strong> food truck<\/a> also participates in national initiatives, such as the National Day Parade, offering free snacks to participants while boosting brand visibility.<\/p>\n

Song noted that these non-retail initiatives are supported by Old Chang Kee\u2019s strong brand recognition and Halal certification. <\/p>\n

\u201cBusinesses already know and trust Old Chang Kee, so they\u2019re willing to order our bento meals or catered snacks. Being Halal-certified also means our products can be served to everyone, which is a big advantage for corporate clients.\u201d<\/p>\n