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BreadTalk Celebrates 20th Anniversary With New Retail Concept

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To mark the 20th anniversary of BreadTalk, The Good Folks spearheaded various initiatives leading up to the grand opening of its new retail concept at Wheelock Place.

Breadtalk - Mala Twist

In celebration of its 20th anniversary, BreadTalk launched its all-new retail concept in the heart of Orchard Road in 2020. The new store drew inspiration from modern art galleries – where art and science are intertwined – and was designed with the vision of creating a new future of taste for the next generation.

Aside from extensive seeding efforts to over 75 journalists, notable personalities and influencers, The Good Folks worked closely with BreadTalk and adapted to COVID-19 restrictions with various digital initiatives,  in addition to an in-person launch event.

To drum up publicity for the opening of BreadTalk’s new concept store at Wheelock Place and allow for fans in the region to experience the milestone launch virtually, The Good Folks enlisted the support of key stakeholders to spread the word about the exciting ‘Facebook Live Virtual Store Launch’ hosted by Aiken Chia and Samantha Tan of the Night Owl Cinematics’ Food King channel.

Following that was an exclusive virtual tasting session hosted by quirky and affable personality, Xixi Lim, as media and influencers were invited to indulge in BreadTalk’s new and exciting range of baked goods while soaking up invaluable knowledge about the art and science behind the fanciful creations!

With strong support from leading publications and online portals including Lianhe Zaobao, The New Paper, 8 Days, 8World, Mothership,, as well as renowned personalities including Michelle Chong, Lawrence Wong, Yasminne Cheng, Ya Hui and Ayden Sng, BreadTalk’s new retail concept and offerings were no doubt the talk of the town!

Check out more features of Breadtalk:


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