Twelve Cupcakes
Singaporean cupcake and dessert chain founded in 2011 and closed in 2025.
Last updated October 29, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Twelve Cupcakes was a Singaporean cupcakery and dessert retail chain founded in 2011 by radio personality and DJ Daniel Ong and actress Jamie Teo. The business was created around a relatively focused proposition: freshly made cupcakes in numerous flavours, adapted for local tastes by using recipes that were generally less sweet than many Western-style cupcakes. Teo developed the recipes sold through the stores, while the brand used a playful numerical identity built around the number twelve. According to Ong, the name referred to several groups of twelve, including the strikes in a perfect bowling game, the months of the year, the numbers on a clock and the holes in a typical baking tray. The first Twelve Cupcakes outlet opened at United Square Shopping Mall in Novena, Singapore, with two service employees. The company expanded quickly during its first year, adding three more outlets and reporting sales of more than three million cupcakes by July 2011. Its retail model combined takeaway purchases, gifting and celebrations with a rotating flavour programme. The chain promoted a core range known as the “12 Everyday Flavours,” alongside roughly 50 special flavours that rotated over time; a new flavour was also introduced each month when the programme was operating at full scale. This gave the brand a broad menu without requiring every seasonal flavour to remain permanently available. Twelve Cupcakes began international expansion in 2013, opening or establishing locations in Jakarta, Taipei, Kuala Lumpur and Hong Kong. Some overseas outlets were operated by franchise partners rather than directly by the Singapore business. The Indonesian presence ended in 2018. The brand also experimented with a broader dessert-cafe format. In 2014 it introduced Dulce and Sucre by Twelve Cupcakes at Orchard Gateway, offering products beyond cupcakes, including freshly baked loaves, whoopie pies, push-up cakes, parfaits, puddings, tiramisus, crunchies, coffee and other desserts. That concept was converted into a Twelve Cupcakes outlet in 2015. Following the divorce of the founders in late 2016, the chain was sold on 24 January 2017 to India's Dhunseri Group for S$2.5 million. At the time of the transaction, Twelve Cupcakes had 17 Singapore outlets and more than 10 overseas outlets in Jakarta, Taipei and Hong Kong operated by franchise partners. The acquisition transferred the brand from its founder-led phase to ownership by a larger corporate group, but the chain subsequently faced operational and financial difficulties. From 2023 onward, it reported successive years of shrinking revenue and widening net losses, according to the reference material. Twelve Cupcakes ceased operations on 29 October 2025 and entered provisional liquidation. At closure, it reportedly operated 20 stores in Singapore and one in Hong Kong. The closure generated labour-relations criticism because staff were not informed in advance of the impending shutdown, while the relevant union was notified the day before. Approximately 80 workers were left without employment. The Food, Drinks and Allied Workers Union provided assistance including financial aid, grocery vouchers and job-placement support. After negotiations involving the union and liquidator, former employees received a portion of unpaid salaries in March 2026. The chain is therefore a defunct Singapore-origin dessert retail brand whose history spans rapid domestic growth, regional franchising, a change of ownership, employment-law violations and an eventual liquidation.
History
Twelve Cupcakes began in Singapore in 2011, when Daniel Ong and Jamie Teo established a specialist cupcake business. Teo created the recipes, which were designed to suit Asian preferences through a comparatively restrained sweetness. The first shop opened at United Square Shopping Mall in Novena with two service staff. The concept gained traction rapidly: three additional outlets opened during the first year, and the business reported selling more than three million cupcakes by July 2011. The brand's identity was built around the number twelve. Its name was explained through references to a perfect bowling game, the twelve months, the twelve positions on a clock and the twelve openings in a standard baking tray. Product variety was central to the operating model. Stores carried a regular group of twelve everyday flavours, supplemented by rotating specials and monthly launches. This format allowed the chain to maintain a recognisable core range while creating novelty for repeat customers. Twelve Cupcakes expanded beyond Singapore in 2013, establishing outlets in Jakarta, Taipei, Kuala Lumpur and Hong Kong. Overseas locations included franchise operations, and the Indonesian business later ended in 2018. The company also tested a more extensive dessert proposition in 2014 through Dulce and Sucre by Twelve Cupcakes at Orchard Gateway. The cafe sold cupcakes alongside loaves, whoopie pies, push-up cakes, parfaits, puddings, tiramisus, crunchies, coffee and other baked desserts. The site was converted back to a Twelve Cupcakes outlet in 2015. The founders' divorce in late 2016 preceded a change in ownership. On 24 January 2017, Dhunseri Group acquired the chain for S$2.5 million. At the point of sale, the business had 17 Singapore stores and more than 10 outlets in Jakarta, Taipei and Hong Kong operated by franchise partners. The transaction ended the initial founder-led period and placed the chain under a corporate owner. The business later faced serious employment-compliance problems. Authorities alleged that foreign employees had received less than the salary levels represented in relevant employment arrangements during 2017–2019. The company pleaded guilty and was fined S$119,500 in January 2021. Separate proceedings concerned pay offences during the earlier founder period: Jamie Teo was fined S$65,000, Daniel Ong received a similar fine and former director Yvonne Ong was fined S$20,000. These events prompted the Food, Drinks and Allied Workers Union to pursue formal unionisation. Employees approved the arrangement in a secret ballot in February 2021. The chain also encountered a copyright dispute in 2012 after Singapore Press Holdings objected to the reproduction of its articles on Twelve Cupcakes' website and social-media accounts. In its later years, the business reportedly experienced annual revenue contraction and widening net losses from 2023 onward. It ceased operations on 29 October 2025 and was placed under provisional liquidation. The closing estate reportedly included 20 Singapore stores and one Hong Kong store. Staff were not informed of the closure in advance, while the union was informed the day before, leaving approximately 80 workers unemployed. The union assisted affected workers through financial support, grocery vouchers and job referrals. In March 2026, negotiations with the liquidator resulted in former employees receiving part of the salaries owed.
- 2026
Former employees receive partial salary payments
[1]The union and liquidator negotiated a partial payment of salaries owed to former workers.
- 2025
Operations cease
[1]Twelve Cupcakes closed on 29 October and entered provisional liquidation.
- 2021
Employment offences lead to fines and unionisation
[1]The company and former leaders were fined in separate cases involving worker pay, while employees voted to unionise.
- 2018
Indonesian presence ends
[1]The brand ceased operating in Indonesia.
- 2017
Dhunseri Group acquires the chain
[1]Dhunseri Group purchased Twelve Cupcakes for S$2.5 million.
- 2015
Dulce and Sucre site becomes a Twelve Cupcakes outlet
[1]The experimental dessert-cafe location was converted into a Twelve Cupcakes store.
- 2014
Dulce and Sucre dessert cafe launches
[1]A broader dessert-cafe concept opened at Orchard Gateway, extending the menu beyond cupcakes.
- 2013
Regional expansion begins
[1]The brand expanded outside Singapore with outlets or franchise activity in Jakarta, Taipei, Kuala Lumpur and Hong Kong.
- 2011
Twelve Cupcakes is founded in Singapore
[1]Daniel Ong and Jamie Teo founded the cupcakery, opened the first United Square outlet and expanded to three additional outlets during the first year.
Products and positioning
Accessible, flavour-led cupcake and dessert retail with recipes adapted to Asian preferences, particularly a less-sweet taste profile than many Western cupcake products.
Cupcakes · 2011
Everyday cupcakes
The core store range consisted of twelve regular cupcake flavours. Recipes were created with a less-sweet profile intended to appeal to Asian consumers, making the everyday range the most consistent expression of the brand's positioning.
Seasonal desserts · 2011
Rotating special cupcakes
Alongside the regular range, the chain offered approximately 50 special flavours on a rotating basis. A new flavour was introduced monthly when the programme was active, providing variety and encouraging repeat visits.
Cafe desserts · 2014
Dulce and Sucre dessert-cafe menu
The Dulce and Sucre concept broadened the offer with freshly baked loaves, whoopie pies, push-up cakes, parfaits, puddings, tiramisus, crunchies, coffee and related dessert items. The concept operated at Orchard Gateway in 2014 before the location became a Twelve Cupcakes outlet in 2015.
Controversies
2025
Closure and worker-notification controversy
The company ceased operations without notifying employees about the impending closure in advance. The union was informed the day before, and about 80 workers were left unemployed.
2021
Underpayment of foreign workers
The company pleaded guilty to offences involving foreign workers who received less than the stated or required salary levels. The company was fined S$119,500, while separate proceedings resulted in fines for former leaders connected with earlier pay offences.
2021
Twelve Cupcakes fined for underpaying employees
Twelve Cupcakes, a bakery chain, was fined by a Singapore district judge for underpaying seven foreign employees. The court imposed a fine of $119,500 on the company in connection with the salary shortfalls. According to the report, the company had repaid all salaries owed to the affected employees. The event concerns the underpayment of wages to foreign staff and the resulting fine, with the article noting that the owed salaries were fully repaid.
2012
Copyright dispute over reproduced articles
Singapore Press Holdings sought payment after Twelve Cupcakes reproduced articles about the business through its website and social-media accounts. The conduct was described as infringing SPH's copyright.
Brand decisions
2025
Cease operations and enter provisional liquidationOtherBackground
The business experienced reported annual revenue declines and widening net losses from 2023 onward.
Action taken
Twelve Cupcakes closed all operations on 29 October 2025 and was placed under provisional liquidation.
Aftermath
At closure, the chain reportedly had 20 Singapore stores and one Hong Kong store. About 80 workers lost their jobs, and former employees later received partial salary payments.
2021
Unionisation of employeesStrategyBackground
The initiative followed allegations and prosecutions concerning worker underpayment and sought stronger employee representation.
Action taken
The Food, Drinks and Allied Workers Union worked with employees and management, and a secret ballot approved unionisation by majority vote.
Aftermath
The union later assisted workers during the 2025 closure and negotiated partial recovery of unpaid salaries.
2017
Sale to Dhunseri GroupM&ABackground
The transaction followed the founders' divorce in late 2016 and changed the ownership structure of the chain.
Action taken
Dhunseri Group acquired Twelve Cupcakes for S$2.5 million.
Aftermath
The business moved from founder ownership to corporate ownership while retaining a Singapore-based retail network and franchise relationships.
Acquisition price. S$2.5 million (24 January 2017)
2014
Launch Dulce and Sucre by Twelve CupcakesProduct launchBackground
The company tested whether its dessert proposition could extend beyond a specialist cupcake format.
Action taken
It opened a dessert cafe at Orchard Gateway offering baked goods, plated-style desserts and coffee.
Aftermath
The concept was converted into a Twelve Cupcakes outlet in 2015.
2013
Expand into regional marketsStrategyBackground
After building a Singapore store network, Twelve Cupcakes sought growth beyond its home market.
Action taken
The brand opened or established outlets in Jakarta, Taipei, Kuala Lumpur and Hong Kong, including locations operated by franchise partners.
Aftermath
The chain developed a regional footprint, although the Indonesian presence later ended in 2018 and overseas stores were not all directly operated.
Recent events
Twelve Cupcakes fined for underpaying employees[4]
Reported:
A Singapore district judge fined Twelve Cupcakes $119,500 after the bakery chain underpaid seven foreign employees. The article reports that the company had repaid all salaries owed.
Sources5 sources
Cite this profile: Cite the canonical profile. /brand-wiki/twelve-cupcakes · Editorial policy · How profiles are compiled