Singapore's heritage food scene has gained a new jewel with the opening of Tiap Tiap's first permanent storefront at 374 East Coast Road in Joo Chiat. The move marks six years since founder Sophia Yeow started the business from her home kitchen, selling pandan chiffon cakes and traditional kueh to friends and family during the pandemic. The brand has since grown into a full Peranakan kueh and savoury-snack business with a central kitchen in Bedok, a loyal wholesale customer base, and now a permanent retail storefront in one of Singapore's most photographed heritage neighbourhoods.
From Home Kitchen to Joo Chiat Shophouse
Founded by mother-daughter duo Sophia Yeow and Nicole Lian, Tiap Tiap has grown from a home-based operation into a business with a central kitchen in Bedok, retail offerings and a loyal customer base built largely through word of mouth. The decision to open in Joo Chiat was natural. Sophia grew up in the East Coast area and sees the neighbourhood's strong connection to Peranakan heritage and food culture as closely aligned with the brand's identity. Joo Chiat is the historical heart of the Peranakan community in the east, with shophouses along East Coast Road and Joo Chiat Place that have housed Nyonya kitchens for over a century, so a kueh storefront here carries real cultural weight.
What to Try
The menu at the Joo Chiat storefront mixes ready-to-eat kueh with a frozen savoury range designed for home preparation. The signature items are rooted in family recipes that Sophia Yeow has been cooking for decades.
- Pandan Chiffon Cake (from SGD 4.50 a slice, SGD 18 whole cake): Tiap Tiap's original signature, light, fluffy and fragrant. The chiffon is baked fresh each morning and is the item that built the brand's reputation during the pandemic.
- Radish Kueh and Yam Kueh (SGD 2.50 a piece): Savoury classics made from family recipes, steamed and pan-fried on order so the outside is crisp while the inside stays soft.
- Ang Ku Kueh and Kueh Dadar (SGD 1.80 to SGD 2.20 a piece): Traditional Nyonya kueh made fresh daily, with fillings like mung bean paste, peanut and gula melaka coconut.
- Frozen Savoury Range (SGD 12 to SGD 18 per pack): Paper-wrapped chicken, Teochew ngoh hiang, Nyonya curry midwings and seafood yuteow for home preparation. These are the items that wholesale customers have been buying for years, now available direct at the storefront.
The Space
Designed as an extension of the family's home, the store incorporates personal touches including Sophia's collection of vintage English fine bone china and a heritage-themed mural inspired by the Joo Chiat neighbourhood. The shophouse has been restored to keep the original Peranakan tilework along the storefront, and the interior uses warm wood counters and brass fixtures to keep the heritage feel without leaning into theme-park territory. Customers can enjoy cakes and beverages on-site at the small marble-top tables, or browse the range of sweet and savoury products available for takeaway. The store also sells curated gift boxes that are popular for festive seasons like Lunar New Year and Hari Raya.
The Details
- Location: 374 East Coast Road, Singapore 428983
- Nearest MRT: Marine Parade MRT (Thomson-East Coast Line, 7-minute walk) or Eunos MRT (East-West Line, 15-minute bus ride)
- Operating hours: 9am to 7pm daily (closed on the first Monday of each month)
- Signature item: Pandan Chiffon Cake (SGD 18 whole)
- Price range: SGD 1.80 to SGD 18 per item
- Wholesale: Frozen savoury range available for wholesale orders through the Bedok central kitchen
Why Joo Chiat Matters for Tiap Tiap
Joo Chiat has been the cultural heart of Singapore's Peranakan community since the early 1900s, with shophouses that still carry the original pastel tilework and ornate shutters. The neighbourhood has seen a steady wave of new heritage-focused F&B openings in the last two years, and Tiap Tiap is one of the few that actually has the family recipes to back up the location choice. By opening a permanent storefront here rather than a pop-up or a market stall, the brand is making a clear statement that Peranakan kueh has a place in modern Singapore's cafe scene, not just at the wet market or during festive seasons.
If you are planning a visit, the morning slot between 9am and 11am is the best time to get the freshest kueh before the lunch crowd clears the trays. The Pandan Chiffon Cake typically sells out by mid-afternoon on weekends, and the ang ku kueh and kueh dadar are best eaten on the day of purchase. For the frozen savoury range, bring a cooler bag, the items are blast-frozen and need to stay cold on the way home. Parking along East Coast Road is tight, so arrive by MRT if you can, Marine Parade station is a 7-minute walk and avoids the worst of the Joo Chiat weekend traffic.
