On 26 September 2025, Tiong Bahru Bakery’s Eng Hoon Street flagship reopens after a complete makeover unveiling updated interiors, exclusive menu items, and a refreshed brand identity that sets the tone for the homegrown favourite’s future in Singapore and beyond.
The transformation marks a milestone in TBB’s journey from a beloved neighbourhood bakery into a lifestyle-driven hospitality brand with regional ambitions. With 19 outlets across Singapore and its first international opening in Manila earlier this year, the Eng Hoon flagship now serves as the blueprint for all upcoming stores.
A Fresh Yet Familiar Space
Designed with H Creates, the revamped Eng Hoon outlet balances efficiency with warmth. A central display cabinet showcases an expanded range of signature bakes, while custom lighting, inspired by the folds of laminated dough, and textural finishes in stainless steel and concrete echo the craft of baking. Splashes of refreshed brand colours and playful design details bring TBB’s personality to life, while preserving nods to its original space and the heritage of the Tiong Bahru neighbourhood.
A Menu with New Twists
Alongside cult favourites like croissants, kouign-amann, and sourdough breads, nearly half the menu now features new creations, many exclusive to Eng Hoon. Highlights include:
- Singapore’s first Kouign Amann Soft-Serve
- Black Sesame & Matcha Danish
- Nori Furikake Scone
- Pistachio Matcha and Lychee Rose Soda
Playful newcomers join the classics from the Milo Dinosaur Shio Pan (now a permanent menu item) to the Mango Sticky Rice Danish and Arabiki Mustard Sausage Roll. The savoury range also expands with hearty options like the Corned Beef, Sauerkraut & Gruyere Sub and Miso Salmon & Edamame Quiche. Drinks have been reimagined too, with new favourites such as the Cold Brew Royale, Banana Caramel Latte, and refreshing sodas and spritzes.
A Brand Reinvented for the Future
Working with Foreign Policy Design Group, TBB has reimagined its visual identity for a modern, multi-city world while keeping its irreverent spirit. The new logo nods to Tiong Bahru’s 1930s architecture, paired with whimsical illustrations inspired by Ludwig Bemelmans’ Madeline books ensuring TBB feels both contemporary and comfortingly familiar.
