Munchi Pancakes modernises traditional min jiang kueh as a ‘national snack’
Having expanded to 26 outlets in Singapore, the family business is planning for 20 more and an eventual push into the region
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Heritage foods are finding new life through two Singapore family businesses: Lee Wee & Brothers and Munchi Pancakes are reinventing traditional snacks – otah and min jiang kueh, respectively – with modern flavours and updated formats, going beyond hawker centres to reach younger consumers.
[SINGAPORE] Munchi Pancakes is jazzing up traditional min jiang kueh, aiming to raise the pancake’s profile as a national snack, and to become the region’s go-to brand.
In 2014, during their retirement, Calvyn Ng’s parents started a min jiang kueh stall in a coffee shop in Yishun. But within a few years, they started looking for someone to take over the physically demanding business.
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