Try Breadtalk's Masterpiece Collection created by World Bread Champion

Our homegrown bakery BreadTalk is adding a new dimension to bread creativity in Singapore through a collaboration with Taiwanese Chef Johnny Chen Yung-Hsin, Champion of the 2015 Mondial du Pain (World of the Bread), one of the world’s most prestigious bread making competitions, to launch BreadTalk’s most visually beautiful breads to date.

Taiwanese Chef Johnny Chen Yung-Hsin
A Masterpiece Premium Collection for the most discerning consumers

Presenting a Masterpiece Premium Collection: Flavours of Jubilation, the range features 5 stunningly crafted buns that include 3 of his award-winning breads and 2 unique, locally inspired creations that will be sold exclusively in Singapore.

Championing creativity and innovation together
Over the last 16 years, BreadTalk has constantly been reinventing its retail concept to satisfy the evolving needs of consumers. Just last November, the brand launched a new store concept with over 50 unique new items, specially developed by BreadTalk’s international team of Masterchefs. With a long history of partnering internationally- renowned chefs to create inspired and delicious treats, BreadTalk’s commitment to creativity and innovation has led to its win of the Brand of The Year 2016 (World Branding Awards, London) and 2016 Asia’s Gen Y Top Bakery Brand (Brand Alliance).

On top of being crowned overall champion, Chef Johnny was awarded the coveted Artistic Piece Special Prize at the 5th Mondial du Pain. In addition, he has earned wide repute in the international baking community for his signature designs, technical aptitude and innovative bread making skills, which have produced masterful and memorable creations. For these reasons, Chef Johnny’s artistic credentials made him a natural fit for a collaboration with BreadTalk.

Joining BreadTalk’s Research & Development (R&D) team as a Chef Consultant, the new range is the first in a line of innovations that Singaporean consumers can expect from BreadTalk and Chef Johnny, who will continue working with BreadTalk’s international team of R&D Masterchefs to elevate the high standards of creativity and innovation for which the brand is known.

The new collection – “Flavours of Jubilation” – includes 3 breads from Chef Johnny’s award-winning range from the 5th Mondial du Pain: Five Blessings, Circle of Life and First Love, which are made with wholesome ingredients such as red quinoa, red yeast rice, flaxseed and longan walnut.

Five Blessings

Circle of Life
First Love

Completing the range are Ah Lemak?! and SingaShake, Chef Johnny’s personal interpretations of local flavours, drawing on his experience of a satisfying nasi lemak breakfast and the refreshing quench of a fresh coconut on a hot day during his trip to Singapore.

Ah Lemak

Chef Johnny takes great pride in making breads that are not only beautiful, flavourful and nutritious, but also tell a story. “Flavours of Jubilation” is a reflection of life’s joy and vibrancy, with each bread telling a story about an emotion, experience or memory that is worth celebrating.

From admiration to collaboration
“As a leader in the baking industry, BreadTalk has delighted consumers for 16 years with its innovation, creativity and quality bakes. As a brand, we constantly strive for opportunities that keep us at the forefront of Singapore’s Food & Beverage (F&B) industry, and we are proud to announce our collaboration with the internationally-acclaimed Chef Johnny Chen,” said Mr Tan Aik Peng, CEO Bakery Division, BreadTalk Group. “This is exciting not just for consumers who will get to taste Chef Johnny’s award-winning buns and locally inspired creations, but also for the next generation of bakers to be inspired by his perseverance and journey in becoming an award-winning baker.”
Honoured and excited with this newly minted collaboration, Chef Johnny recalled his first encounter with BreadTalk in Taiwan more than 10 years ago, saying, “BreadTalk has always looked for ways to innovate and surprise its customers, producing original creations that are quirky and creative, and resonate with local consumers.” He added, “This is a remarkable opportunity for me to learn how a bakery brand with humble beginnings can rise above the competition to become one of the leading Asian bakery brands today.”

Providing an international platform for aspiring chefs
BreadTalk is invested in inspiring the next generation of bakers to pursue their ambitions. In February 2015, BreadTalk embarked on a Singapore Workforce Development Agency (WDA) initiative - “Earn and Learn” and collaborated with tertiary institutions such as Asian Culinary Institute to offer a 12 – 18 month industry immersion programme. These students will get useful insights into the brand’s international platform with experienced R&D Masterchefs, including collaborations with overseas chef consultants like Chef Johnny that provide an invaluable opportunity and inspiration for these students to learn, hone their skills and widen their knowledge.
During his visit to Singapore, the brand arranged for Chef Johnny to give an exclusive talk at the Asian Culinary Institute, where he shared his personal journey and insights in the lead-up to his competition at the 5th Mondial du Pain.

1.2m bread sculpture memorabilia for Singapore
To commemorate his collaboration with BreadTalk, Chef Johnny has devoted his personal time to create a bread sculpture that is dedicated to BreadTalk and Singapore, in celebration of this cross-cultural exchange. Inspired by his first visit to the Lion City, the 1.2m sculpture which symbolises Strength, Bravery and Magnificence will be unveiled for the first time. Consumers will be able to witness him work his craft as he puts together the final stages of this 3D bread sculpture, in addition to a live demonstration of his award-winning creations on 1 October, Saturday from 4pm – 6pm at BreadTalk Paragon.

The Masterpiece Premium Collection will be available at selected 32 BreadTalk stores* from 30 September, retailing from $2.40 - $8.80.

*112 Katong Mall, 313@Somerset, Ang Mo Kio Hub, Bedok Mall, BreadTalk IHQ, Bugis Junction, Causeway Point, Chinatown Point, CityLink Mall, Clementi Mall, Compass One, Eastpoint Mall, Great World City, Harbourfront centre, Junction 8, Jurong Point, Marina Bay Link Mall, nex @ Serangoon, Novena Square, Paragon, Parkway Parade, Plaza Singapura, Raffles City, Seletar Mall, Sun Plaza, Tampines Mall, Tiong Bahru Plaza, Toa Payoh HDB Hub, VivoCity, Waterway Point, Westgate, West Mall


BreadTalk is a distinctive, award-winning Singapore brand that has gained international appeal. It is renowned for the way it has revolutionised the culture of bread consumption with its visually appealing and creative products. BreadTalk has earned both industry and consumer recognition for its brand efforts. Its international brand accolades include its success at the prestigious World Retail Awards in 2014 in Paris; and clinching its first win at London-based World Branding Awards for ‘’Brand of the Year’’ in the Bakery Category in 2015. Other wins include consecutive accolades in the ‘’Five Star Diamond Brand Award’’ by the World Brand Laboratory in Shanghai; and it was voted by consumers as their ‘’Top Brand’’ for Franchise and Bakery categories by the Influential Brands Awards in Singapore from 2013 to 2015.

Founded in 2000, BreadTalk® Group Limited has rapidly expanded to become a distinctive household brand owner that has established its mark on the world stage with its bakery, restaurant and food atrium footprints. Its brand portfolio comprises BreadTalk®, Toast Box, Food Republic, Din Tai Fung, The Icing Room, Bread Society, RamenPlay, Thye Moh Chan and Carl’s Jr. in China. With a global staff strength of 7,000 employees, the Group has a network of close to 1000 outlets in 17 territories such as China, Singapore, Hong Kong and the Middle East. It also operates more than 20 Din Tai Fung restaurants in Singapore and Thailand, as well as over 60 award-winning Food Republic food atria in China, Singapore, Hong Kong, Malaysia, Taiwan and Thailand.