Singapore's homegrown bakery chain Twelve Cupcakes has officially ceased operations, with its final day of business recorded as October 29th. The company made the announcement through its official website, disclosing that it has been placed under provisional liquidation effective from the same date.
In a formal statement posted online, the bakery expressed sincere apologies for any inconvenience caused to customers and extended heartfelt gratitude for the support and partnerships maintained over the years. The closure marks the end of a significant chapter in Singapore's food and beverage landscape, particularly in the specialty dessert market.
Despite the official closure announcement, initial observations revealed some confusion regarding the actual status of operations. At the time of the announcement, Google search results continued to show numerous outlets as open for business, and the company maintained active social media presence, posting content as recently as October 29th itself.
The closure represents the latest development in a challenging period for the once-popular bakery chain. The company had previously faced significant legal and reputational challenges, particularly concerning labor practices. In 2021, Twelve Cupcakes was found to have systematically underpaid seven foreign employees between 2013 and 2016, resulting in substantial penalties for the company and its founders.
The bakery was originally established in 2011 by co-founders Jaime Teo and her then-husband, former radio personality Daniel Ong. The brand quickly gained popularity and expanded across Singapore, becoming a recognizable name in the local dessert scene. In 2012, the founders made the strategic decision to hire foreign employees to support their business expansion plans.
However, this growth was marred by labor violations. Court proceedings revealed that some foreign staff received significantly lower wages than their employment contracts stipulated. One notable case involved a pastry chef who was contractually entitled to S$2,300 monthly salary but actually received only S$1,600 during mid-2014.
Following Teo and Ong's divorce in 2016, the couple sold the company to India-based Dhunseri Group. The new ownership inherited not only the business but also its ongoing labor issues. In December 2020, Dhunseri Group pleaded guilty to 15 charges under the Employment of Foreign Manpower Act and was subsequently fined S$119,500 in January 2021 for underpaying seven foreign employees a total of S$114,000 between December 2016 and November 2018.
Legal representatives for Twelve Cupcakes had previously stated that the practice of paying staff less than the agreed contractual amounts was initially implemented by the original owners, Ong and Teo. Jaime Teo herself was fined S$65,000 for her role in underpaying employees by nearly S$100,000 during her three-year tenure as company director.
The closure of Twelve Cupcakes concludes a thirteen-year presence in Singapore's competitive food and beverage industry, during which the brand experienced both significant popularity and substantial controversy.
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