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
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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