On a bustling weekend afternoon in Chinatown, Singapore, the air is filled with the buttery aroma of freshly baked pastries, punctuated by the sweet scent of caramelised pineapple jam. It’s irresistible. Following it leads to a cheerful yellow shop, crowned with a giant golden pineapple—Kele Singapore. At first glance, it’s just a bakery. But step inside, and you realise it’s a place where culture, memory, and craft come together in every bite.

Kele isn’t just any bakery. It’s a family story baked into generations. Brothers Adrian and Gordon Ang grew up here, surrounded by trays of pineapple tarts cooling on racks, the hum of mixers, and the slow-cooked aroma of jam that filled their childhood home. Their parents started the bakery in 1983 as a neighbourhood confectionery, known for their handcrafted pineapple tarts. Today, the brothers have taken that heritage and elevated it, turning these nostalgic treats into a symbol of Singaporean identity.

The journey to make pineapple tarts a cultural icon began years ago when Adrian was studying in the United States. Friends would ask him for a truly Singaporean snack, and he realised there was nothing to offer. Unlike Hong Kong’s Wife Cookies or Taiwan’s Suncakes, Singapore lacked a universally recognised edible souvenir. That moment stayed with him. Returning home, he teamed up with Gordon to modernise the family business, creating packaging and product designs that told a story as much as they delivered a treat. Their efforts culminated in the opening of Kele’s flagship Chinatown store on 1 January 2017, a colourful space where tradition meets modernity.

The bakery’s iconic souvenir boxes—the Singapore Series and Peranakan-inspired tins—quickly became conversation pieces. They celebrate Singapore’s rich history, including its early 20th-century role as the world’s leading pineapple canning hub. For visitors and locals alike, these tarts aren’t just sweet snacks—they’re a connection to the nation’s past.

Kele’s reputation has grown beyond nostalgia. Featured in the Michelin Guide in 2018 and awarded the Singapore Tourism Board’s “Made With Passion” mark, the brand was recently recognised as a Singapore Heritage Brand. Today, its pineapple tarts are gifts sent across the globe, especially popular with Chinese and Japanese tourists who buy tens of thousands of boxes each year.

This Chinese New Year, Kele takes that heritage one step further with its limited-edition Sanrio Collection, created in collaboration with Singapore Mint. Designed for families and collectors, the festive tins bring beloved characters to life while keeping sharing and gifting at the heart of the experience. Past collaborations, like the Pokémon collection, sold out in under two months, proving Kele’s knack for connecting tradition with contemporary tastes.

Even with modern production, every tart carries a human touch. Variations in shape and finish reflect hands-on craftsmanship, a detail the founders’ mother insisted on: food should feel made with care, especially when meant to be shared with family and friends.

For Adrian and Gordon, Kele isn’t just about tarts—it’s about the moments they create. Whether it’s families gathering over a tin during Chinese New Year, or tourists discovering a taste of Singapore to bring home, each pastry tells a story of connection, culture, and pride.

In a city that’s always moving forward, Kele reminds us that some traditions are timeless. Its pineapple tarts are more than sweet treats—they’re bites of heritage, perfectly packaged for today.

More information about Kele available on their website here