Twelve Cupcakes shuts down after entering provisional liquidation
- ByStartupStory | October 30, 2025
Twelve Cupcakes, a homegrown Singaporean bakery chain, has ceased operations after being placed under provisional liquidation as of October 29, 2025. The sudden closure was announced through a notice on the company’s website, expressing gratitude to customers and business partners for their support over the years. However, it did not disclose specific reasons for the shutdown.
Founded in 2011 by former model Jaime Teo and radio DJ Daniel Ong, Twelve Cupcakes grew rapidly to operate around 20 outlets across Singapore. The brand was well-known for its wide selection of cupcakes and cookies, establishing itself as a popular local pastry chain. In 2016, following the founders’ divorce, the company was acquired by the Kolkata-based Dhunseri Group.
The company experienced legal troubles in previous years, including fines for underpaying foreign workers between 2013 and 2018 with penalties levied on both the company’s management and founders. These issues were notable but did not immediately impact the bakery’s market presence.
The abruptness of the closure has left approximately 80 workers facing uncertainty, including frontline staff and management. The Food, Drinks and Allied Workers Union (FDAWU), affiliated with the National Trades Union Congress (NTUC), criticized the company for failing to provide advanced notice or consult with the union about the provisional liquidation. The union called the move “unacceptable and irresponsible” and expressed concerns for the welfare and future support of affected employees. A meeting has been arranged by the union to address the situation.
The closure of Twelve Cupcakes adds to the list of food and beverage outlets that have shut down in Singapore recently, illustrating the challenges faced by F&B businesses including rising rental costs, competitive pressures, and shifting consumer preferences.
Twelve Cupcakes leaves behind a legacy as a pioneer in Singapore’s local cupcakery scene, remembered for its vibrant products and distinctive brand. The liquidation marks the end of a 14-year journey in the food retail industry.
Follow Startup Story
Related Posts
