A generation of small business owners were greatly inspired by its founding story. Together, Daniel Ong and Jaime Teo, a well-known couple with disparate skills—her poise on screen and his charisma behind the mic—developed a brand that was both elegant and genuine. Driven by passion and creativity rather than corporate playbooks, the company’s growth from its first store in Novena to its international outlets in Jakarta and Hong Kong was not only remarkable but also incredibly human.
The idea behind the bakery was very obvious. Designed to appeal to Asian palates, its cupcakes were less sweet, fluffier, and lighter than their Western counterparts. Jaime Teo personally selected each recipe, and her nuanced sense of flavor and texture helped to define the brand’s identity. The Red Velvet and Salted Caramel varieties were highly popular with customers, and the delicate pastel branding was especially reassuring. A tiny, edible piece of joy wrapped in pink boxes and ribbons, Twelve Cupcakes was more than just a bakery.
Twelve Cupcakes’ growth over the years was remarkably similar to that of tech startups that scaled too rapidly. By 2013, it had spread to Taipei, Hong Kong, and Jakarta, making it one of Singapore’s most well-known domestic dessert brands. It sold millions of cupcakes a year at its height. However, even though success is exhilarating, it can be burdensome. After their divorce in 2016, the company was sold to India’s Dhunseri Group for S$2.5 million as the founders’ personal lives started to change. That change was a watershed, one that would progressively change its course.
Twelve Cupcakes Singapore – Company Overview
| Attribute | Details |
|---|---|
| Company Name | Twelve Cupcakes International Pte Ltd |
| Founded | 2011 |
| Founders | Daniel Ong (Radio DJ) and Jaime Teo (Actress, Miss Universe Singapore 2001) |
| Headquarters | 20 Martin Road, Singapore |
| Industry | Food & Beverage – Confectionery |
| Known For | Gourmet cupcakes and dessert cafés |
| Parent Company | Dhunseri Group (acquired in 2017) |
| Defunct | 29 October 2025 |
| Employees Affected | Approximately 80 |
| Reference | https://en.wikipedia.org/wiki/Twelve_Cupcakes |
The personality of the brand started to wane under the new ownership. Although the number of stores increased, the charm and flavor consistency began to wane. The spark was gone, but the cupcakes were still delicious. The interiors, which had previously been artisan-inspired, became more generic. Spreadsheets seemed to have taken the place of the company’s soul. Nevertheless, its devoted followers wished for a comeback, captivated by nostalgia for a more carefree era when cupcakes seemed like little festivities.
When Twelve Cupcakes started to report consecutive annual losses in 2023, the financial difficulties became especially apparent. The numbers showed a very clear downward trend, with losses of S$463,000 in 2023 and over S$1.2 million in 2025. Its problems, according to analysts, are structural rather than circumstantial and include an excessive reliance on the financial backing of its parent company, an excessive number of outlets, and growing rental costs. However, it was not only the sheer magnitude of the fall that was startling, but also how quickly it happened.
The business abruptly stopped operations on October 29, 2025. Workers discovered that liquidation papers had been filed when they got to work. It felt painfully preventable that about 80 employees were left without pay. Many were foreign employees with strict financial and visa deadlines. One employee sobbed as she said, “We did our best, but they closed without warning.” Investigations into unpaid wages and potential Employment Act violations were promptly started by the CPF Board and the Ministry of Manpower.
The conclusion was noticeably bitter for a brand that prides itself on sweetness. Beneath the sadness, though, is a reminder of how brittle success is in the creative industries. Twelve Cupcakes flourished under leadership driven by personality, just like many lifestyle brands that start with passion. After losing that human element, it turned into just another franchise vying for customers’ attention in a crowded retail environment. Discussions about how Singapore’s small F&B businesses can maintain growth without losing authenticity were rekindled by the incident; this debate still influences local entrepreneurship today.
The Twelve Cupcakes story is still very inventive in spite of the controversies. It brought to Singapore a new dessert culture that placed equal emphasis on appearance and flavor. Cupcakes were regarded as a foreign novelty prior to their arrival; they later evolved into stylish presents and a cozy treat for business gatherings. Clean, upbeat, and consistently branded, the brand’s Instagram presence contributed to the early definition of visual marketing in Singapore’s culinary scene. Long before influencer-led cafes were common, it was a digital pioneer.
The company’s legacy became more complicated as a result of its wage-related problems from 2012 to 2019. In 2021, the company was hit with a hefty S$119,500 penalty, and both founders were fined for underpayment offenses. Even though these accusations damaged the brand’s reputation, they also made people think more broadly about fair labor practices in the F&B sector. In a way, Twelve Cupcakes turned into a case study on accountability and excellence, demonstrating that compassion is just as important for success as creativity.
The story had cultural resonance that extended beyond the business pages. A lot of Singaporeans grew up using Twelve Cupcakes to celebrate milestones at work, birthdays, and proposals. The brand stood for hope and the conviction that even the smallest thing can result in great joy. When it shut down, people lamented a memory as much as a business. Its narrative is similar to that of other lifestyle businesses that have assimilated into everyday life, such as Toast Box or Paris Baguette, serving as a reminder that food, in its purest form, binds identity and emotion.
Additionally, there is hope in the way the industry reacted. Smaller bakeries have started reinventing artisanal desserts with authenticity at their heart, motivated by Twelve Cupcakes’ success. The tradition is still being carried on by brands like Fluff Bakery and Plain Vanilla, which prioritize smaller-scale businesses that prioritize craftsmanship over growth. In a sense, Twelve Cupcakes’ demise has made room for a new wave of confectioners who recognize that sustainability is not only economical but also morally and emotionally significant.
