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[[File:Awfully Chocolate logo.png|thumb|''Awfully Chocolate's logo.'']]
[[File:Awfully Chocolate logo.png|thumb|''Awfully Chocolate's logo.'']]Awfully Chocolate was founded in 1998 by owner Lyn Lee and her husband, John Yap, alongside a group of friends.<ref>“[https://www.solutiondetails.com.sg/testimonial/testimonial/1-awfully-chocolate Awfully chocolate]”. ''Solution Details''. Accessed on 5 March 2019.</ref> The homegrown brand has been in operations for more than 21 years as of 2019. The brand's flagship store opened in Joo Chiat with a single menu item - the Dark Chocolate layered cake.<ref>The Story Exchange. “[https://www.youtube.com/watch?v=aaGf_0gy8uU Passion, Business and Chocolate]”. ''Youtube.'' October 28, 2011. Accessed 30 December 2019.</ref> Awfully Chocolate’s classic 6-inch chocolate fudge cake gained popularity over the years. In 2019, the cake was ranked #2 on 8days’ list of best Lana-style cakes in Singapore.<ref>Fong, Florence, Tan, Annette and Yip, Jie Ying. “[https://www.8days.sg/eatanddrink/newsandopening/10-lana-style-chocolate-fudge-cakes-ranked-from-worst-to-best-11380836 10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best]”. ''8 Days.'' April 4, 2019. Accessed 30 December 2019.</ref>
Awfully Chocolate was founded by Lyn Lee and her husband John Yap with a group of friends on 16 November 1998.<ref>“[https://www.solutiondetails.com.sg/testimonial/testimonial/1-awfully-chocolate Awfully chocolate]”. ''Solution Details''. Accessed on 5 March 2019.</ref> The homegrown brand has been in operations for more than 21 years as of 2019. The confectionery first opened in Joo Chiat with a single menu item - the Dark Chocolate layered cake.<ref>The Story Exchange. “[https://www.youtube.com/watch?v=aaGf_0gy8uU Passion, Business and Chocolate]”. ''Youtube.'' October 28, 2011. Accessed 30 December 2019.</ref> Awfully Chocolate’s classic 6-inch chocolate fudge cake garnered popularity over the years. In 2019, the cake was ranked #2 on 8days’ list of best Lana-style cakes in Singapore.<ref>Fong, Florence, Tan, Annette and Yip, Jie Ying. “[https://www.8days.sg/eatanddrink/newsandopening/10-lana-style-chocolate-fudge-cakes-ranked-from-worst-to-best-11380836 10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best]”. ''8 Days.'' April 4, 2019. Accessed 30 December 2019.</ref>


== Background ==
==Background==


=== Founding ===
===Founding===
[[File:Lyn Lee Awfully Chocolate.jpg|thumb|''Lyn Lee, the founder of Awfully Chocolate pictured with her signature chocolate cake. Photo from [https://theridge.sg/2018/06/28/interview-with-lyn-lee-founder-of-awfully-chocolate/ The Ridge Magazine].'']]
[[File:Lyn Lee Awfully Chocolate.jpg|thumb|''Lyn Lee pictured with her signature chocolate cake. Photo from [https://theridge.sg/2018/06/28/interview-with-lyn-lee-founder-of-awfully-chocolate/ The Ridge Magazine].'']]
Lyn Lee graduated from National University of Singapore (NUS) with a Bachelor of Law.<ref>Wong, Velda. “[http://theridge.sg/2018/06/28/interview-with-lyn-lee-founder-of-awfully-chocolate/ Interview with Lyn Lee: Founder of Awfully Chocolate]”. ''The Ridge Magazine''. June 28, 2018. Accessed on 5 March 2019.</ref> She and her husband, John Yap, were practising lawyers before starting their confectionery business. After leaving their law careers, the couple travelled around France for more than 2 months. There, they had observed and experienced French confectioneries.<ref>“[https://www.solutiondetails.com.sg/testimonial/testimonial/1-awfully-chocolate Awfully chocolate, IBM Business Partner case Study]”. ''Solution Details.'' Accessed 30 December 2019.</ref> Upon their return to Singapore, the couple decided to set up a cake shop in Joo Chiat.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur]”. ''BBC News.'' November 8, 2010. Accessed 30 December 2019.</ref>
Lyn Lee graduated from National University of Singapore (NUS) with a Law degree.<ref>Wong, Velda. “[http://theridge.sg/2018/06/28/interview-with-lyn-lee-founder-of-awfully-chocolate/ Interview with Lyn Lee: Founder of Awfully Chocolate]”. ''The Ridge Magazine''. June 28, 2018. Accessed on 5 March 2019.</ref> She and her husband, John Yap, were practising lawyers before starting their confectionery business. After leaving their law careers, the couple travelled around France for more than 2 months. There, they had observed and experienced French confectioneries.<ref>“[https://www.solutiondetails.com.sg/testimonial/testimonial/1-awfully-chocolate Awfully chocolate, IBM Business Partner case Study]”. ''Solution Details.'' Accessed 30 December 2019.</ref> Upon their return to Singapore, the couple decided to set up a cake shop in Joo Chiat.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur]”. ''BBC News.'' November 8, 2010. Accessed 30 December 2019.</ref>




Lyn and John reportedly spent over a year perfecting Awfully Chocolate’s classic chocolate fudge cake.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur]”. ''BBC News.'' November 8, 2010. Accessed 30 December 2019.</ref> Lynn was inspired to create her ideal chocolate cake after realising that aesthetically pleasing chocolate cakes generally have underwhelming flavours.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur]”. ''BBC News''. November 8, 2010. Accessed on 5 March 2019.</ref>  
Lyn and John reportedly spent over a year perfecting Awfully Chocolate’s classic chocolate fudge cake.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur]”. ''BBC News.'' November 8, 2010. Accessed 30 December 2019.</ref> Lynn was inspired to create her ideal chocolate cake after realising that aesthetically pleasing chocolate cakes generally have underwhelming flavours.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur]”. ''BBC News''. November 8, 2010. Accessed on 5 March 2019.</ref>  


=== Popularity ===
===Popularity===
In 2002, a Chinese variety television program titled “City Beat (城人杂志)” featured Awfully Chocolate in one of its episodes. After the broadcast, the cakes were reportedly sold out even before the store officially opened.<ref>“[https://www.solutiondetails.com.sg/testimonial/testimonial/1-awfully-chocolate Awfully chocolate, IBM Business Partner case Study]”. ''Solution Details.'' Accessed 30 December 2019.</ref> Over the years, Awfully Chocolate's products have been covered on many Singaporean food and lifestyle sites like DanielFoodDiary,<ref>DanielFoodDiary. “[http://danielfooddiary.com/2019/01/12/cny2019/ 10 Unique Chinese New Year Snacks & Goodies In Singapore, From Nasi Lemak Cookies, Ondeh Ondeh Cookies To Purple Sweet Potato Pineapple Tarts]”. January 12, 2019. Accessed on 5 March 2019.</ref> Miss Tam Chiak,<ref>Team Tam Chiak. “[https://www.misstamchiak.com/ion-orchard-culinary-creations-2018/ ION Orchard - 8 Best Eats in Singapore’s Food Haven!]”. ''Miss Tam Chiak''. July 4, 2018. Accessed on 5 March 2019.</ref> Eatbook.sg<ref>Eatbook. “[https://www.youtube.com/watch?v=yK27hLxk0AI BEST CHOCOLATE CAKE IN SG | Taste Testers | EP 59]”. June 14, 2018. Accessed on 5 March 2019. ''YouTube''.</ref> and TheSmartLocal.<ref>Ng, Tze Yen. “[https://thesmartlocal.com/read/choc-desserts 14 Drool-Worthy Chocolate Desserts Below $15 To Fix All Your Problems In Life]”. ''TheSmartLocal''. July 29, 2016. Accessed on 5 March 2019.</ref>
In 2002, a Chinese variety television program titled “City Beat (城人杂志)” featured Awfully Chocolate in one of its episodes. After the broadcast, the cakes were reportedly sold out even before the store officially opened.<ref>“[https://www.solutiondetails.com.sg/testimonial/testimonial/1-awfully-chocolate Awfully chocolate, IBM Business Partner case Study]”. ''Solution Details.'' Accessed 30 December 2019.</ref> Over the years, Awfully Chocolate's products have been covered on many Singaporean food and lifestyle sites like DanielFoodDiary,<ref>DanielFoodDiary. “[http://danielfooddiary.com/2019/01/12/cny2019/ 10 Unique Chinese New Year Snacks & Goodies In Singapore, From Nasi Lemak Cookies, Ondeh Ondeh Cookies To Purple Sweet Potato Pineapple Tarts]”. January 12, 2019. Accessed on 5 March 2019.</ref> Miss Tam Chiak,<ref>Team Tam Chiak. “[https://www.misstamchiak.com/ion-orchard-culinary-creations-2018/ ION Orchard - 8 Best Eats in Singapore’s Food Haven!]”. ''Miss Tam Chiak''. July 4, 2018. Accessed on 5 March 2019.</ref> Eatbook.sg<ref>Eatbook. “[https://www.youtube.com/watch?v=yK27hLxk0AI BEST CHOCOLATE CAKE IN SG | Taste Testers | EP 59]”. June 14, 2018. Accessed on 5 March 2019. ''YouTube''.</ref> and TheSmartLocal.<ref>Ng, Tze Yen. “[https://thesmartlocal.com/read/choc-desserts 14 Drool-Worthy Chocolate Desserts Below $15 To Fix All Your Problems In Life]”. ''TheSmartLocal''. July 29, 2016. Accessed on 5 March 2019.</ref>


== Partnerships & outreach ==
==Partnerships & outreach==
Awfully Chocolate has become a name brand in Singapore, having been featured on local radio stations<ref>Awfully Chocolate Singapore. ''Facebook.'' May 1, 2019. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2843827998966313</ref> and 8 Days Magazine multiple times.<ref>Fong, Florence, Tan, Annette and Yip, Jie Ying. “[https://www.8days.sg/eatanddrink/newsandopening/10-lana-style-chocolate-fudge-cakes-ranked-from-worst-to-best-11380836 10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best]”. ''8 Days.'' April 4, 2019. Accessed 30 December 2019.</ref><ref>Awfully Chocolate SG. ''Instagram.'' March 14, 2014. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/ld_07qpkus/</ref><ref>Awfully Chocolate Singapore. ''Facebook.'' October 4, 2018. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/awfully-chocolate-was-proud-to-gift-8-days-a-giant-chocolate-cake-to-mark-the-la/2449609221721528/</ref> Over the years, they have partnered with known brands like the following:
Awfully Chocolate has become a name brand in Singapore, having been featured on local radio stations<ref>Awfully Chocolate Singapore. ''Facebook.'' May 1, 2019. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2843827998966313</ref> and 8 Days Magazine multiple times.<ref>Fong, Florence, Tan, Annette and Yip, Jie Ying. “[https://www.8days.sg/eatanddrink/newsandopening/10-lana-style-chocolate-fudge-cakes-ranked-from-worst-to-best-11380836 10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best]”. ''8 Days.'' April 4, 2019. Accessed 30 December 2019.</ref><ref>Awfully Chocolate SG. ''Instagram.'' March 14, 2014. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/ld_07qpkus/</ref><ref>Awfully Chocolate Singapore. ''Facebook.'' October 4, 2018. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/awfully-chocolate-was-proud-to-gift-8-days-a-giant-chocolate-cake-to-mark-the-la/2449609221721528/</ref> Over the years, they have partnered with known brands like the following:
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== Locations (Singapore) ==
==Locations (Singapore)==


=== Flagship store (Joo Chiat) ===
===Flagship store (Joo Chiat)===
[[File:Awfully Chocolate Dark Chocolate Cake.jpg|thumb|''Awfully Chocolate's signature cake. Photo from [https://www.awfullychocolate.com/content/brand-story.html Awfully Chocolate].'']]
[[File:Ninethirty by Awfully Chocolate.jpg|thumb|''Awfully Chocolate's flagship store has since been developed into a bistro called Ninethirty by Awfully Chocolate.'']]
The Awfully Chocolate flagship store was relocated twice within Joo Chiat. As of 2019, the store is located at the cross junction of East Coast and Joo Chiat Road.<ref>The Star Online. “[https://www.youtube.com/watch?v=V4E18zTLElg Sweet success with Awfully Chocolates Lyn Lee - Part 1]”. ''YouTube.'' July 21, 2011. Accessed 30 December 2019.</ref> For more than 10 years since 1998, the store only sold the Chocolate Fudge Cake. Since then, the Joo Chiat store has been transformed into a bistro called Ninethirty by Awfully Chocolate, offering a wide selection of food and desserts.<ref>“[https://www.awfullychocolate.com/content/awfully-chocolate-east-coast.html East coast (Ninethirty by Awfully Chocolate)]”. ''Awfully Chocolate.'' Accessed 30 December 2019.</ref>
The Awfully Chocolate flagship store was relocated twice within Joo Chiat. As of 2019, the store is located at the cross junction of East Coast and Joo Chiat Road.<ref>The Star Online. “[https://www.youtube.com/watch?v=V4E18zTLElg Sweet success with Awfully Chocolates Lyn Lee - Part 1]”. ''YouTube.'' July 21, 2011. Accessed 30 December 2019.</ref> For more than 10 years since 1998, the store only sold the Chocolate Fudge Cake. Since then, the Joo Chiat store has been transformed into a bistro called Ninethirty by Awfully Chocolate, offering a wide selection of savoury food and desserts.<ref>“[https://www.awfullychocolate.com/content/awfully-chocolate-east-coast.html East coast (Ninethirty by Awfully Chocolate)]”. ''Awfully Chocolate.'' Accessed 30 December 2019.</ref>


=== Islandwide stores ===
===Outlets===
Lyn opened the second Awfully Chocolate store in 2004.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur”]. ''BBC News''. November 8, 2010. Accessed on 5 March 2019.</ref> As of January 2020, there are 14 Awfully Chocolate outlets islandwide, including the Joo Chiat bistro.<ref>“[https://www.awfullychocolate.com/stores Locate us - Singapore]”. ''Awfully Chocolate.'' Accessed 30 December 2019.</ref>
Lyn opened the second Awfully Chocolate store in 2004.<ref>“[https://www.bbc.com/news/business-11701575 How Awfully Chocolate’s founder went from connoisseur to entrepreneur”]. ''BBC News''. November 8, 2010. Accessed on 5 March 2019.</ref> As of January 2020, there are 14 Awfully Chocolate outlets islandwide, including the Joo Chiat bistro.<ref>“[https://www.awfullychocolate.com/stores Locate us - Singapore]”. ''Awfully Chocolate.'' Accessed 30 December 2019.</ref>
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== Business franchise & ventures ==
==Business ventures & overseas expansion==


=== Sister brands (2009 - 2013) ===
===Sister brands (2009 - 2013)===
[[File:Sinpopo Awfully Chocolate.jpg|thumb|''The shopfront of one of Sinpopo's outlets. Photo from [https://www.tripadvisor.com.sg/Restaurant_Review-g294265-d4878724-Reviews-Sinpopo-Singapore.html TripAdvisor].'']]
[[File:Sinpopo Awfully Chocolate.jpg|thumb|''The shopfront of one of Sinpopo's outlets. Photo from [https://www.tripadvisor.com.sg/Restaurant_Review-g294265-d4878724-Reviews-Sinpopo-Singapore.html TripAdvisor].'']]
Awfully Chocolate launched Everything with Fries (EWF) in 2009,<ref>“[https://sg.openrice.com/en/singapore/r-everything-with-fries-holland-burgers-and-sandwiches-r15237 Everything with Fries (Closed)]”. ''Open Rice.'' Accessed 30 December 2019.</ref> JooJoo in 2010 and Loola’s Restaurant in 2011<ref>Wong, Ah Yoke. “Sweet Start for Loola’s”. ''The Straits Times.'' November 27, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> selling a wide variety of F&B products ranging from burgers and fries to seafood and poultry.<ref>Tan, Annette. “Grown-up grub ; With Loola’s, the Awfully Chocolate group takes on a more sophisticated market” ''TODAY.'' December 16, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> However, these brands are now defunct. While some of its local ventures were short-lived, the Sinpopo Brand by Awfully Chocolate has seen some success.
Awfully Chocolate launched Everything with Fries (EWF) in 2009,<ref>“[https://sg.openrice.com/en/singapore/r-everything-with-fries-holland-burgers-and-sandwiches-r15237 Everything with Fries (Closed)]”. ''Open Rice.'' Accessed 30 December 2019.</ref> JooJoo in 2010 and Loola’s Restaurant in 2011<ref>Wong, Ah Yoke. “Sweet Start for Loola’s”. ''The Straits Times.'' November 27, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> selling a wide variety of F&B products ranging from burgers and fries to seafood and poultry.<ref>Tan, Annette. “Grown-up grub ; With Loola’s, the Awfully Chocolate group takes on a more sophisticated market” ''TODAY.'' December 16, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.</ref> However, these brands are now defunct. While some of its local ventures were short-lived, the Sinpopo Brand by Awfully Chocolate has seen some success.
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The Sinpopo restaurant was first open for business in 2013 at Joo Chiat.<ref>Wohoo. “[https://www.youtube.com/watch?v=BqI2WcrWrFo Sinpopo Cafe @ Joo chiat]”. ''Youtube.'' November 22, 2017. Accessed January 2, 2020.</ref> Since then, the brand has 4 outlets islandwide<ref>“[https://www.sinpopo.com/content/locate-us.html Locate us]”. ''Sinpopo Brand.'' Accessed January 2, 2020.</ref> each serving different menu items ranging from local Peranakan food to coffee, tea and pastries.<ref>Sinpopo Brand. “[https://www.facebook.com/pg/sinpoposg/about/?ref=page_internal About]”. ''Facebook.'' Accessed January 2, 2020.</ref><ref>“[https://www.sinpopo.com/singapore-s-best-brands/ Singapore’s Best Brands]”. ''Sinpopo Brand.'' Accessed January 2, 2020.</ref>
The Sinpopo restaurant was first open for business in 2013 at Joo Chiat.<ref>Wohoo. “[https://www.youtube.com/watch?v=BqI2WcrWrFo Sinpopo Cafe @ Joo chiat]”. ''Youtube.'' November 22, 2017. Accessed January 2, 2020.</ref> Since then, the brand has 4 outlets islandwide<ref>“[https://www.sinpopo.com/content/locate-us.html Locate us]”. ''Sinpopo Brand.'' Accessed January 2, 2020.</ref> each serving different menu items ranging from local Peranakan food to coffee, tea and pastries.<ref>Sinpopo Brand. “[https://www.facebook.com/pg/sinpoposg/about/?ref=page_internal About]”. ''Facebook.'' Accessed January 2, 2020.</ref><ref>“[https://www.sinpopo.com/singapore-s-best-brands/ Singapore’s Best Brands]”. ''Sinpopo Brand.'' Accessed January 2, 2020.</ref>


=== Taiwan (2006 - 2013) ===
===Taiwan (2006 - 2013)===
In 2006, singer Stella Ng worked with Awfully Chocolate to open a flagship store in Taiwan. A year later, there was a legal conflict between Stella Ng and the company, resulting in her departure from the collaboration. In 2008, Stella started her own Taiwan-based confectionary store titled “Black As Chocolate” which also specialises in chocolate cakes. Due to rising rental costs and competition, Awfully Chocolate closed its Taiwan store in August 2013.<ref>Formosa TV General Channel. “[https://www.youtube.com/watch?v=yZ6mmMfyW7M 不敵競爭 星國巧克力蛋糕撤出台－民視新聞]”. ''YouTube''. August 30, 2013. Accessed on 5 March 2019. </ref>
In 2006, singer Stella Ng worked with Awfully Chocolate to open a flagship store in Taiwan.<ref>Tan, Jason. “Awfully Chocolate makes Taipei comeback”. ''The Business Times.'' September 22, 2008. Accessed December 30, 2019. Retrieved from Newspapersg. </ref> A year later, there was a legal conflict between Stella Ng and the company, resulting in her departure from the collaboration. In 2008, Stella started her own Taiwan-based confectionery store titled “Black As Chocolate” which also specialises in chocolate cakes. Due to rising rental costs and competition, Awfully Chocolate closed its Taiwan store in August 2013.<ref>Formosa TV General Channel. “[https://www.youtube.com/watch?v=yZ6mmMfyW7M 不敵競爭 星國巧克力蛋糕撤出台－民視新聞]”. ''YouTube''. August 30, 2013. Accessed on 5 March 2019. </ref>


=== Hong Kong (2008) ===
===Hong Kong (2008)===
In 2008, Awfully Chocolate opened its flagship store in Hong Kong at Hysan Avenue. Inspired by the Lee Theatre, the store has a cinema-inspired theme, incorporating classic light bulbs and theatre seats. It was later relocated to Hysan Place.<ref>Awfully Chocolate (Hong Kong). ''Facebook''. August 18, 2015. Accessed on 5 March 2019. Retrieved from: https://www.facebook.com/awfullychocolatehk/ </ref> The Hong Kong store is no longer in operation.
In 2008, Awfully Chocolate opened its flagship store in Hong Kong at Hysan Avenue.<ref>“[https://www.scmp.com/article/998748/awfully-successful-franchising Awfully successful at franchising]”. ''South China Morning Post.'' Accessed 30 December 2019.</ref> Inspired by the Lee Theatre, the store has a cinema-inspired theme, incorporating classic light bulbs and theatre seats. It was later relocated to Hysan Place.<ref>Awfully Chocolate (Hong Kong). ''Facebook''. August 18, 2015. Accessed on 5 March 2019. Retrieved from: https://www.facebook.com/awfullychocolatehk/ </ref> The Hong Kong store is no longer in operation.


=== China (2007 - present day) ===
===China (2007 - present day)===
Awfully Chocolate opened its first flagship store in Shanghai in 2007. As of 2019, there are stores in Shanghai, Guangzhou, Hangzhou, Wuhan, Haikou, Suzhou, Chongqing, Qingdao, Nanning, Zhengzhou and Chengdu.<ref>"[https://www.awfullychocolate.com/content/locate-us-overseas.html LOCATE US - OVERSEAS]". ''Awfully Chocolate''. Accessed on 6 January 2020.</ref> There is also a manufacturing site and office in China.<ref>“[https://mybusiness.singtel.com/techblog/how-awfully-chocolate-went-shop-successful-regional-franchise How Awfully Chocolate went from shop to successful regional franchise]”. ''Singtel''. Accessed on 5 March 2019.</ref>
As of December 2019, Awfully Chocolate has more than 50 outlets across China alone, with its first outlet set up in Shanghai in 2007.<ref>"[https://mybusiness.singtel.com/techblog/how-awfully-chocolate-went-shop-successful-regional-franchise How Awfully Chocolate went from shop to successful regional franchise]". ''Singtel''. Accessed on 10 January 2020.</ref><ref>“[https://www.awfullychocolate.com/content/locate-us-overseas.html Locate us - Overseas]”. ''Awfully Chocolate.'' Accessed 30 December 2019.</ref> In 2015, Awfully Chocolate opened its first “made as you order” outlet in Beijing where customers are guaranteed freshly-made desserts.<ref>Awfully Chocolate. ''Instagram.'' June 16, 2015. Accessed 3 January 2019. Retrieved from: https://www.instagram.com/p/3-H4ippkmg/</ref><ref>“[https://www.scmp.com/article/998748/awfully-successful-franchising Awfully successful at franchising]”. ''South China Morning Post.'' Accessed 30 December 2019.</ref>


== Product innovations ==
==Product innovation==
Awfully Chocolate had 1 type of cake to offer when it first opened in 1998. Over the years, the brand developed 2 more classic cake flavours - the Bananas Over Chocolate Cake and Chocolate Rum and Cherry Cake.<ref>“[http://nowboarding.changiairport.com/live-local/loco-for-local-the-bittersweet-story-of-Awfully-Chocolate.html Loco for local: Delva into the bittersweet story of Awfully Chocolate]”. ''Changi Airport.'' November 8, 2018. Accessed 30 December 2019.</ref> Since 2010, Awfully Chocolate began to offer more than just their 3 signature cakes.<ref>The Star Online. “[https://www.youtube.com/watch?v=V4E18zTLElg Sweet success with Awfully Chocolates Lyn Lee - Part 1]”. ''YouTube.'' July 21, 2011. Accessed 30 December 2019.</ref><ref>The Story Exchange. “[https://www.youtube.com/watch?v=aaGf_0gy8uU Passion, Business and Chocolate]”. ''YouTube.'' October 28, 2011. Accessed 30 December 2019.</ref>  The brand also launches special limited edition products during festive seasons. The following are some speciality confectionaries offered by Awfully Chocolate.
Awfully Chocolate had 1 type of cake to offer when it first opened in 1998. Over the years, the brand developed 2 more classic cake flavours - the Bananas Over Chocolate Cake and Chocolate Rum and Cherry Cake.<ref>“[http://nowboarding.changiairport.com/live-local/loco-for-local-the-bittersweet-story-of-Awfully-Chocolate.html Loco for local: Delva into the bittersweet story of Awfully Chocolate]”. ''Changi Airport.'' November 8, 2018. Accessed 30 December 2019.</ref> Since 2010, Awfully Chocolate began to offer more than just their 3 signature cakes.<ref>The Star Online. “[https://www.youtube.com/watch?v=V4E18zTLElg Sweet success with Awfully Chocolates Lyn Lee - Part 1]”. ''YouTube.'' July 21, 2011. Accessed 30 December 2019.</ref><ref>The Story Exchange. “[https://www.youtube.com/watch?v=aaGf_0gy8uU Passion, Business and Chocolate]”. ''YouTube.'' October 28, 2011. Accessed 30 December 2019.</ref>  The brand also launches special limited edition products during festive seasons. The following are some products offered by Awfully Chocolate.
{| class="wikitable"
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!Product
!Product
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|Creme Brulee Cake
|Creme Brulee Cake
|[[File:Awfully Chocolate Creme Brulee Cake.jpg|frameless]]
|[[File:Awfully Chocolate Creme Brulee Cake.jpg|frameless]]
|This cake made with layers of white chocolate custard, fresh cream, cake and crumble and a thin caramelized top.
|This cake is made with layers of white chocolate custard, fresh cream, cake and crumble and a thin caramelized top.
|-
|-
|Dark Chocolate S’more
|Dark Chocolate S’more
|[[File:Awfully Chocolate Smores.jpg|frameless]]
|[[File:Awfully Chocolate Smores.jpg|frameless]]
|A Ninethirty exclusive dessert served with dark chocolate ice cream enclosed with torched marshmallow layer.  
|A Ninethirty-exclusive dessert consisting of dark chocolate ice cream enclosed by a torched marshmallow layer.
|-
|-
|Awfully Chocolate Truffles
|Awfully Chocolate Truffles
|[[File:Awfully Chocolate Truffles.jpg|center|frameless]]
|[[File:Awfully Chocolate Truffles.jpg|center|frameless]]
|The truffles come in 6 flavours: Dark Chocolate, Champagne, Double Espresso, Hazelnut, Caramel Brittle and Rum & Raisin.  
|The truffles come in 6 flavours: Dark Chocolate, Champagne, Double Espresso, Hazelnut, Caramel Brittle and Rum & Raisin.
|}
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== References / Citations ==
===Mid-autumn festival===
[[File:Awfully Chocolate 2018 Mooncake Collection.jpg|thumb|''The 2018 mooncake collections came in handcrafted wooden boxes.'' ''Photo from [https://www.instagram.com/p/BnQJtNTnpNI/ Instagram].'']]
{| class="wikitable"
!Year
!Product
!Refs.
|-
| rowspan="2" |2019
|Chocolate Mooncake Truffles Collection
| rowspan="2" |<ref>“[https://www.awfullychocolate.com/content/mid-autumn-2019.html Make your mid-autumn gifting exquisite with awfully Chocolate]”. ''Awfully Chocolate.'' Accessed 2 January 2020.</ref>
|-
|Handmade Mooncake collection baked with Shanghai pastry
|-
| rowspan="2" |2018
|Chocolate mooncake Truffle collection
| rowspan="2" |<ref>“[https://www.ladyironchef.com/2018/08/mooncakes-singapore-2018/ Mooncakes Singapore 2018 - Where to get the best mooncakes for mid-autumn festivals]”. ''Lady Iron Chef.'' August 14, 2018. Accessed 2 January 2020.</ref><ref>Tham, Sean and Xie, Huiqun. “[https://www.shape.com.sg/food/unique-mooncakes-to-buy-this-mid-autumn-festival-2018/ Unique mooncake to buy this mid autumn festival]”. ''Shape.'' August 27, 2019. Accessed 2 January 2020.</ref>
|-
|Dark Chocolate mooncake collection
|-
|2017
|Blue Moon Chocolate Mooncakes Collection
|<ref>K, Lynette. “[https://www.unscrambled.sg/2017/09/18/our-favourite-mooncakes-for-this-years-mid-autumn-festival/ Our favourite mooncake for this year’s Mid-Autumn Festivals]”. ''Unscrambled SG.'' September 18, 2017. Accessed 2 January 2020.</ref><ref>“[https://www.ladyironchef.com/2017/09/awfully-chocolate-mooncakes/ AWFULLY CHOCOLATE – THE ONLY CHOCOLATE MOONCAKES YOU NEED IN YOUR LIFE]”. ''Lady Iron Chef.'' September 7, 2017. Accessed 2 January 2020.</ref>
|}
 
===Chinese Lunar New Year===
[[File:Four Tresure Chests Awfully Chocolate.jpg|thumb|''The 2019 Four Treasure Chests cookies. Photo from [https://www.facebook.com/awfullychocolate.sg/photos/pcb.2596901513658964/2596898536992595/?type=3&theater Facebook].'']]
[[File:Beautiful Reunion Chocolate Tray.jpg|thumb|''Awfully Chocolate's Beautiful Reunion Chocolate Tray. Photo from Awfully Chocolate.'']]
{| class="wikitable"
!Year
!Product
!Refs.
|-
| rowspan="4" |2019
|Vibrant Fruitful Bloom Cake
| rowspan="4" |<ref>Awfully Chocolate Singapore. ''Facebook.'' January 25, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2596907573658358</ref><ref>Awfully Chocolate Singapore. ''Facebook.'' January 14, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/a.537615979587538/2596845486997900/?type=3&theater</ref><ref>Awfully Chocolate Singapore. ''Facebook.'' January 22, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/pcb.2596901513658964/2596898536992595/?type=3&theater</ref><ref>Awfully Chocolate Singapore. ''Facebook.'' January 17, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2596894436993005</ref>
|-
|Cacao Tea + Rum & Raisin Loaf cake
|-
|Four Treasure Cchests (Almond Crumble, Roasted Soba, Baked Semolina, Dark Chocolate flavoured cookies)
|-
|Beautiful Reunion Chocolate Tray
|-
| rowspan="4" |2018
|Chocolate Orange Marmalade Cake
| rowspan="4" |<ref>Awfully Chocolate Singapore. ''Facebook.'' January 26, 2018. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/our-chinese-new-year-collection-is-here-feast-on-our-new-chocolate-orange-marmal/2096870333662087/</ref>
|-
|Eight Fortune Hamper features either Chocolate flavoured bars and three jars of cookies
|-
|Heavenly Abundance of Nine Hamper
|-
|Prosperity Tea Hamper
|-
| rowspan="2" |2015
|Chocolate Lapis Cake with Rumball
| rowspan="2" |<ref>Awfully Chocolate SG. ''Instagram.'' January 22, 2015. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/yH-ItEJkry/</ref>
|-
|Dark Chocolate Brownie
|-
| rowspan="2" |2014
|Fortune Chocolate Cups features flavours in Tea Pistacho, Orange and Mocha.
| rowspan="2" |<ref>Awfully Chocolate SG. ''Instagram.'' January 18, 2014. Accessed January 2, 2020. Retrieved from:  https://www.instagram.com/p/jSlnVBJkkn/</ref><ref>Awfully Chocolate SG. ''Instagram.'' January 9, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/i7xAWXpkvO/</ref>
|-
|6-Inch Double Delight Chocolate Cake
|-
| rowspan="2" |2013
|8” Dark Chocolate Cake  + Dark Chocolate Truffles set
| rowspan="2" |<ref>Awfully Chocolate Singapore. ''Facebook.'' February 2, 2013. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/a.537615979587538/623454241003711/?type=1&theater</ref>
|-
|Kahlua Bars + Dark Chocolate Truffles set
|}
 
===Christmas===
[[File:Christmas Black Forest Cake.jpg|thumb|''Awfully Chocolate's Christmas Black Forest Cake. Photo from Awfully Chocolate.'']]
[[File:Dark Chocolate Bundt Cake Awfully Chocolate.jpg|thumb|''Awfully Chocolate's Dark Chocolate Bundt Cake. Photo from Awfully Chocolate.'']]
{| class="wikitable"
!Year
!Product
!Refs.
|-
| rowspan="8" |2019
|Christmas Black Forest Cake
| rowspan="8" |<ref>“[https://www.awfullychocolate.com/content/christmas-cakes-and-hampers.html Jingle Bells Are Here: Time to Relish in Christmas Cakes & Hampers]”. ''Awfully Chocolate.'' Accessed 2 January 2020.</ref><ref>Awfully Chocolate SG. ''Instagram.'' November 21, 2019. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/B5HNRIyH6zN/</ref><ref>Awfully Chocolate SG. ''Instagram.'' December 17, 2019. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/B6KbGGqn7Nb/</ref><ref>Awfully Chocolate SG. ''Instagram.'' December 20, 2019. Accessed 2 January 2020. Retrieved from:  https://www.instagram.com/p/B6SEcEUn4i8/</ref>
|-
|Ruby Chocolate Raspberry Cake
|-
|Mont Blanc Caramel Apple
|-
|Dark Chocolate Bundt Cake
|-
|Glass Jar Premium 100% Dark Cocoa
|-
|Dark Chocolate bars and cookies in tins
|-
|Chocolate bites with almonds, cranberry, cinnamon and Macadamia
|-
|Box of Rum & Raisin Truffle
|-
| rowspan="2" |2018
|Caramel Chocolate Cake
| rowspan="2" |<ref>Awfully Chocolate SG. ''Instagram.'' December 18, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BrhvSK-hzcL/</ref><ref>Awfully Chocolate SG. ''Instagram.'' November 1, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/Bpoft1XBqiS/</ref>
|-
|Creme Brulee Cake
|-
| rowspan="2" |2017
|Black Forest Dark Chocolate Cake
| rowspan="2" |<ref>“[https://sunteccity.com.sg/promotion/awfully-chocolates-christmas-collection-2017/ Awfully Chocolate’s Christmas Collection 2017]”. ''Suntec City.''  Accessed 2 January 2020.</ref><ref>Awfully Chocolate SG. ''Instagram.'' November 4, 2017. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BbePP7KH5_c/</ref>
|-
|Chocolate Log Cake
|-
| rowspan="6" |2016
|Chocolate Marquise Cake
| rowspan="6" |<ref>“[https://www.ladyironchef.com/2016/12/awfully-chocolate-christmas-hamper/ Awfully chocolate Christmas Hamper - The Best Christmas gift idea for everyone]”. ''Lady Iron Chef.'' December 8, 2016. Accessed 2 January 2019.</ref>
|-
|Ganache Truffles
|-
|Salted Butterscotch Brownie
|-
|Double Chocolate Chip and White Chocolate Macadamia cookies
|-
|Chocolate Bars - Smooth Milk, Bittersweet and Very Dark
|-
|Egot Merlot Sangiovese
|-
| rowspan="4" |2015
|Chocolate Velvet Cake
| rowspan="4" |<ref>“[https://www.ladyironchef.com/tag/awfully-chocolate-gifts/ Hamper - The Ultimate Chocolate Box this Christmas]”. ''Lady Iron Chef.'' November 20, 2015. Accessed 2 January 2020.</ref>
|-
|Dark Chocolate Truffle Cubes
|-
|Praline Truffles
|-
|Chocolate Biscuit - Salt & sesame or Dark Chocolate
|-
| rowspan="3" |2014
|Traditional Christmas Log Cake
| rowspan="3" |<ref>Awfully Chocolate SG. ''Instagram.'' December 9, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/wXhDUnpkmV/</ref>
|-
|Whole Cakes - All Chocolate, Banana Chocolate and Chocolate Rum & Cherry
|-
|Chocolate Tiramisu and Champagne Truffles
|}
 
===Mother's Day===
[[File:Mother's Day Awfully Chocolate.jpg|thumb|''Awfully Chocolate's Chocolate Poached Pear Cake. Photo from [https://www.facebook.com/awfullychocolate.sg/photos/a.537615979587538/2794712837211163/?type=3&theater Facebook].'']]
{| class="wikitable"
!Year
!Product
!Refs.
|-
|2019
|Chocolate Poached Pear Cake
|<ref>Awfully Chocolate Singapore. ''Instagram.'' May 9, 2019. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BxO6HN6nBV9/</ref>
|-
| rowspan="2" |2018
|Dark Chocolate Ganache Black Rice Cake
| rowspan="2" |<ref>Awfully Chocolate Singapore. ''Instagram.'' April 26, 2018. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BiB8YDHHiPP/</ref><ref>Awfully Chocolate Singapore. ''Instagram.'' May 5, 2018. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BiYX5PsnyQ3/</ref>
|-
|Classic All Chocolate Cake + Gorgeous Truffles collection set
|-
|2017
|“I Love You” Dark Chocolate Truffles
|<ref>Awfully Chocolate SG. ''Instagram.'' May 3, 2017. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BTns4m4hi6W/</ref>
|-
| rowspan="2" |2016
|Classic Whole Chocolate Cake
| rowspan="2" |<ref>“[https://www.ladyironchef.com/tag/awfully-chocolate-gifts/ The only chocolates by Awfully Chocolate that mom deserves for Mother’s Day]”. ''Lady Iron Chef.'' April 26, 2016.  Accessed 2 January 2019.</ref>
|-
|Ganache Dark Chocolate Truffles
|-
|2015
|Mother’s Day set - Hazelnut Chocolate Cake + Chocolate Champagne Cups
|<ref>Awfully Chocolate SG. ''Instagram.'' April 20, 2015. Accessed 3 January 2019. Retrieved from: https://www.instagram.com/p/2FmZSVpkmJ/</ref>
|-
|2014
|21 Dark Chocolate Rose Cake
|<ref>Awfully Chocolate SG. ''Instagram.'' April 28, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/nVMdhJpkpF/</ref>
|}
 
===Father's Day===
[[File:Father's Day Awfully Chocolate.jpg|thumb|''Awfully Chocolate's Caramel Latte Chocolate Cake. Photo from Awfully Chocolate.'']]
{| class="wikitable"
!Year
!Product
!Refs.
|-
|2019
|Caramel Latte Chocolate Cake
|<ref>Awfully Chocolate Singapore. ''Facebook.'' June 10, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2843827998966313</ref>
|-
|2017
|Classic Chocolate Cake + Chocolate Tiramisu jar set
|<ref>Awfully Chocolate SG. ''Instagram.'' June 15, 2017. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BVW24ZcH7Fq/</ref>
|}
 
===National Day===
{| class="wikitable"
!Year
!Product
!Refs.
|-
|2019
|[[File:Awfully Chocolate NDP Cake 2019.jpg|center|frameless]]<br />
|<ref>Awfully Chocolate SG. ''Instagram.'' August 2, 2019. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/B0pWO4gHJDc/</ref>
|-
|2018
|[[File:Awfully Chocolate NDP Cake 2018.jpg|center|frameless]]<br />
|<ref>Awfully Chocolate SG. ''Instagram.'' July 26, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BlsU22KnXSI/</ref>
|-
|2014
|[[File:Awfully Chocolate NDP Cake 2014.jpg|center|frameless]]<br />
|<ref>Awfully Chocolate SG. ''Instagram.'' August 9, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/rdhSGapkpa/</ref>
|}
 
===Valentines Day===
[[File:Valentine's Day Awfully Chocolate.jpg|thumb|''Awfully Chocolate's Dark Rose Chocolate Cake. Photo from [https://sunteccity.com.sg/promotion/v-day-special-dark-chocolate-rose-cake-by-awfully-chocolate/ source].'']]
{| class="wikitable"
!Year
!Product
!Refs.
|-
|2019
|Dark Rose Chocolate Cake
|<ref>Awfully Chocolate Singapore. ''Facebook.'' February 9, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2644724485543333</ref>
|-
|2018
|Dark Chocolate Ganache and Sea Salt Caramel Brittle (Gluten-free)
|<ref>Awfully Chocolate SG. ''Instagram.'' July 26, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BlsU22KnXSI/</ref>
|-
|2016
|1 for 1 Truffles
|<ref>Awfully Chocolate Singapore. ''Facebook.'' February 16, 2016. Accessed 2 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/heres-a-month-long-valentines-day-treat-for-everyone-awfullychocolate/1306176869398108/</ref>
|-
|2015
|Heart Shaped All Chocolate Cake
|<ref>Awfully Chocolate SG. ''Instagram.'' February 9, 2015. Accessed 3 January 2020. Retrieved from:  https://www.instagram.com/p/y2oA26JkuZ/</ref>
|-
|2014 - 2015
|The 21 White Rose Cake
|<ref>Awfully Chocolate SG. ''Instagram.'' February 5, 2014. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/kACu0VpkmG/</ref>
|}
 
===Easter===
{| class="wikitable"
!Year
!Product
!Refs.
|-
|2019
|Blue Pea Flower Angel Cake
|<ref>Awfully Chocolate SG. ''Instagram.'' April 9, 2019. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BwBX6krhZXo/</ref>
|}
 
==References / Citations==
[[Category:Singapore Brands]]
[[Category:Singapore Brands]]
<references />

Latest revision as of 10:42, 10 January 2020

Awfully Chocolate's logo.

Awfully Chocolate was founded in 1998 by owner Lyn Lee and her husband, John Yap, alongside a group of friends.[1] The homegrown brand has been in operations for more than 21 years as of 2019. The brand's flagship store opened in Joo Chiat with a single menu item - the Dark Chocolate layered cake.[2] Awfully Chocolate’s classic 6-inch chocolate fudge cake gained popularity over the years. In 2019, the cake was ranked #2 on 8days’ list of best Lana-style cakes in Singapore.[3]

Background

Founding

Lyn Lee pictured with her signature chocolate cake. Photo from The Ridge Magazine.

Lyn Lee graduated from National University of Singapore (NUS) with a Law degree.[4] She and her husband, John Yap, were practising lawyers before starting their confectionery business. After leaving their law careers, the couple travelled around France for more than 2 months. There, they had observed and experienced French confectioneries.[5] Upon their return to Singapore, the couple decided to set up a cake shop in Joo Chiat.[6]


Lyn and John reportedly spent over a year perfecting Awfully Chocolate’s classic chocolate fudge cake.[7] Lynn was inspired to create her ideal chocolate cake after realising that aesthetically pleasing chocolate cakes generally have underwhelming flavours.[8]

Popularity

In 2002, a Chinese variety television program titled “City Beat (城人杂志)” featured Awfully Chocolate in one of its episodes. After the broadcast, the cakes were reportedly sold out even before the store officially opened.[9] Over the years, Awfully Chocolate's products have been covered on many Singaporean food and lifestyle sites like DanielFoodDiary,[10] Miss Tam Chiak,[11] Eatbook.sg[12] and TheSmartLocal.[13]

Partnerships & outreach

Awfully Chocolate has become a name brand in Singapore, having been featured on local radio stations[14] and 8 Days Magazine multiple times.[15][16][17] Over the years, they have partnered with known brands like the following:

Year Partner Details Refs.
2018 Canon Awfully Chocolate partnered with Canon, providing photo services for customers who bought their Mother’s Day celebration cake. [18]
2016 Ninethirty by Awfully Chocolate hosted a Valentine’s Day Food photography workshop for couples. [19]
2015 Ninethirty by Awfully Chocolate hosted Canon EOS World Singapore for a 3-hour workshop on food styling and photography. [20]
2015 UNIQLO Awfully Chocolate designed a T-shirt - "Awfully Sexy hor!" - in collaboration with UNIQLO's SG50 x UTMe! campaign. All proceeds were donated to Community Chest. [21][22]
2007 Solution Details (business processes provider) Awfully Chocolate integrated its retail and logistics processes with technology for more efficiency. [23]

Locations (Singapore)

Flagship store (Joo Chiat)

Awfully Chocolate's flagship store has since been developed into a bistro called Ninethirty by Awfully Chocolate.

The Awfully Chocolate flagship store was relocated twice within Joo Chiat. As of 2019, the store is located at the cross junction of East Coast and Joo Chiat Road.[24] For more than 10 years since 1998, the store only sold the Chocolate Fudge Cake. Since then, the Joo Chiat store has been transformed into a bistro called Ninethirty by Awfully Chocolate, offering a wide selection of savoury food and desserts.[25]

Outlets

Lyn opened the second Awfully Chocolate store in 2004.[26] As of January 2020, there are 14 Awfully Chocolate outlets islandwide, including the Joo Chiat bistro.[27]

Cafes Outlets
Greenwich V ION Orchard
Star Vista Raffles City
Jem Great World City
Vivocity Tampines 1
McCallum Street Square 2
313@Somerset
Suntec City
Marina Bay Link Mall

Business ventures & overseas expansion

Sister brands (2009 - 2013)

The shopfront of one of Sinpopo's outlets. Photo from TripAdvisor.

Awfully Chocolate launched Everything with Fries (EWF) in 2009,[28] JooJoo in 2010 and Loola’s Restaurant in 2011[29] selling a wide variety of F&B products ranging from burgers and fries to seafood and poultry.[30] However, these brands are now defunct. While some of its local ventures were short-lived, the Sinpopo Brand by Awfully Chocolate has seen some success.


The Sinpopo restaurant was first open for business in 2013 at Joo Chiat.[31] Since then, the brand has 4 outlets islandwide[32] each serving different menu items ranging from local Peranakan food to coffee, tea and pastries.[33][34]

Taiwan (2006 - 2013)

In 2006, singer Stella Ng worked with Awfully Chocolate to open a flagship store in Taiwan.[35] A year later, there was a legal conflict between Stella Ng and the company, resulting in her departure from the collaboration. In 2008, Stella started her own Taiwan-based confectionery store titled “Black As Chocolate” which also specialises in chocolate cakes. Due to rising rental costs and competition, Awfully Chocolate closed its Taiwan store in August 2013.[36]

Hong Kong (2008)

In 2008, Awfully Chocolate opened its flagship store in Hong Kong at Hysan Avenue.[37] Inspired by the Lee Theatre, the store has a cinema-inspired theme, incorporating classic light bulbs and theatre seats. It was later relocated to Hysan Place.[38] The Hong Kong store is no longer in operation.

China (2007 - present day)

As of December 2019, Awfully Chocolate has more than 50 outlets across China alone, with its first outlet set up in Shanghai in 2007.[39][40] In 2015, Awfully Chocolate opened its first “made as you order” outlet in Beijing where customers are guaranteed freshly-made desserts.[41][42]

Product innovation

Awfully Chocolate had 1 type of cake to offer when it first opened in 1998. Over the years, the brand developed 2 more classic cake flavours - the Bananas Over Chocolate Cake and Chocolate Rum and Cherry Cake.[43] Since 2010, Awfully Chocolate began to offer more than just their 3 signature cakes.[44][45] The brand also launches special limited edition products during festive seasons. The following are some products offered by Awfully Chocolate.

Product Image Notes
Creme Brulee Cake Awfully Chocolate Creme Brulee Cake.jpg This cake is made with layers of white chocolate custard, fresh cream, cake and crumble and a thin caramelized top.
Dark Chocolate S’more Awfully Chocolate Smores.jpg A Ninethirty-exclusive dessert consisting of dark chocolate ice cream enclosed by a torched marshmallow layer.
Awfully Chocolate Truffles
Awfully Chocolate Truffles.jpg
 The truffles come in 6 flavours: Dark Chocolate, Champagne, Double Espresso, Hazelnut, Caramel Brittle and Rum & Raisin.

Mid-autumn festival

The 2018 mooncake collections came in handcrafted wooden boxes. Photo from Instagram.
Year Product Refs.
2019 Chocolate Mooncake Truffles Collection [46]
Handmade Mooncake collection baked with Shanghai pastry
2018 Chocolate mooncake Truffle collection [47][48]
Dark Chocolate mooncake collection
2017 Blue Moon Chocolate Mooncakes Collection [49][50]

Chinese Lunar New Year

The 2019 Four Treasure Chests cookies. Photo from Facebook.
Awfully Chocolate's Beautiful Reunion Chocolate Tray. Photo from Awfully Chocolate.
Year Product Refs.
2019 Vibrant Fruitful Bloom Cake [51][52][53][54]
Cacao Tea + Rum & Raisin Loaf cake
Four Treasure Cchests (Almond Crumble, Roasted Soba, Baked Semolina, Dark Chocolate flavoured cookies)
Beautiful Reunion Chocolate Tray
2018 Chocolate Orange Marmalade Cake [55]
Eight Fortune Hamper features either Chocolate flavoured bars and three jars of cookies
Heavenly Abundance of Nine Hamper
Prosperity Tea Hamper
2015 Chocolate Lapis Cake with Rumball [56]
Dark Chocolate Brownie
2014 Fortune Chocolate Cups features flavours in Tea Pistacho, Orange and Mocha. [57][58]
6-Inch Double Delight Chocolate Cake
2013 8” Dark Chocolate Cake  + Dark Chocolate Truffles set [59]
Kahlua Bars + Dark Chocolate Truffles set

Christmas

Awfully Chocolate's Christmas Black Forest Cake. Photo from Awfully Chocolate.
Awfully Chocolate's Dark Chocolate Bundt Cake. Photo from Awfully Chocolate.
Year Product Refs.
2019 Christmas Black Forest Cake [60][61][62][63]
Ruby Chocolate Raspberry Cake
Mont Blanc Caramel Apple
Dark Chocolate Bundt Cake
Glass Jar Premium 100% Dark Cocoa
Dark Chocolate bars and cookies in tins
Chocolate bites with almonds, cranberry, cinnamon and Macadamia
Box of Rum & Raisin Truffle
2018 Caramel Chocolate Cake [64][65]
Creme Brulee Cake
2017 Black Forest Dark Chocolate Cake [66][67]
Chocolate Log Cake
2016 Chocolate Marquise Cake [68]
Ganache Truffles
Salted Butterscotch Brownie
Double Chocolate Chip and White Chocolate Macadamia cookies
Chocolate Bars - Smooth Milk, Bittersweet and Very Dark
Egot Merlot Sangiovese
2015 Chocolate Velvet Cake [69]
Dark Chocolate Truffle Cubes
Praline Truffles
Chocolate Biscuit - Salt & sesame or Dark Chocolate
2014 Traditional Christmas Log Cake [70]
Whole Cakes - All Chocolate, Banana Chocolate and Chocolate Rum & Cherry
Chocolate Tiramisu and Champagne Truffles

Mother's Day

Awfully Chocolate's Chocolate Poached Pear Cake. Photo from Facebook.
Year Product Refs.
2019 Chocolate Poached Pear Cake [71]
2018 Dark Chocolate Ganache Black Rice Cake [72][73]
Classic All Chocolate Cake + Gorgeous Truffles collection set
2017 “I Love You” Dark Chocolate Truffles [74]
2016 Classic Whole Chocolate Cake [75]
Ganache Dark Chocolate Truffles
2015 Mother’s Day set - Hazelnut Chocolate Cake + Chocolate Champagne Cups [76]
2014 21 Dark Chocolate Rose Cake [77]

Father's Day

Awfully Chocolate's Caramel Latte Chocolate Cake. Photo from Awfully Chocolate.
Year Product Refs.
2019 Caramel Latte Chocolate Cake [78]
2017 Classic Chocolate Cake + Chocolate Tiramisu jar set [79]

National Day

Year Product Refs.
2019
Awfully Chocolate NDP Cake 2019.jpg

 [80]
2018
Awfully Chocolate NDP Cake 2018.jpg

 [81]
2014
Awfully Chocolate NDP Cake 2014.jpg

 [82]

Valentines Day

Awfully Chocolate's Dark Rose Chocolate Cake. Photo from source.
Year Product Refs.
2019 Dark Rose Chocolate Cake [83]
2018 Dark Chocolate Ganache and Sea Salt Caramel Brittle (Gluten-free) [84]
2016 1 for 1 Truffles [85]
2015 Heart Shaped All Chocolate Cake [86]
2014 - 2015 The 21 White Rose Cake [87]

Easter

Year Product Refs.
2019 Blue Pea Flower Angel Cake [88]

References / Citations

  1. ↑ “Awfully chocolate”. Solution Details. Accessed on 5 March 2019.
  2. ↑ The Story Exchange. “Passion, Business and Chocolate”. Youtube. October 28, 2011. Accessed 30 December 2019.
  3. ↑ Fong, Florence, Tan, Annette and Yip, Jie Ying. “10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best”. 8 Days. April 4, 2019. Accessed 30 December 2019.
  4. ↑ Wong, Velda. “Interview with Lyn Lee: Founder of Awfully Chocolate”. The Ridge Magazine. June 28, 2018. Accessed on 5 March 2019.
  5. ↑ “Awfully chocolate, IBM Business Partner case Study”. Solution Details. Accessed 30 December 2019.
  6. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed 30 December 2019.
  7. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed 30 December 2019.
  8. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed on 5 March 2019.
  9. ↑ “Awfully chocolate, IBM Business Partner case Study”. Solution Details. Accessed 30 December 2019.
  10. ↑ DanielFoodDiary. “10 Unique Chinese New Year Snacks & Goodies In Singapore, From Nasi Lemak Cookies, Ondeh Ondeh Cookies To Purple Sweet Potato Pineapple Tarts”. January 12, 2019. Accessed on 5 March 2019.
  11. ↑ Team Tam Chiak. “ION Orchard - 8 Best Eats in Singapore’s Food Haven!”. Miss Tam Chiak. July 4, 2018. Accessed on 5 March 2019.
  12. ↑ Eatbook. “BEST CHOCOLATE CAKE IN SG | Taste Testers | EP 59”. June 14, 2018. Accessed on 5 March 2019. YouTube.
  13. ↑ Ng, Tze Yen. “14 Drool-Worthy Chocolate Desserts Below $15 To Fix All Your Problems In Life”. TheSmartLocal. July 29, 2016. Accessed on 5 March 2019.
  14. ↑ Awfully Chocolate Singapore. Facebook. May 1, 2019. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2843827998966313
  15. ↑ Fong, Florence, Tan, Annette and Yip, Jie Ying. “10 Lana-Style Chocolate Fudge Cakes, Ranked From Worst To Best”. 8 Days. April 4, 2019. Accessed 30 December 2019.
  16. ↑ Awfully Chocolate SG. Instagram. March 14, 2014. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/ld_07qpkus/
  17. ↑ Awfully Chocolate Singapore. Facebook. October 4, 2018. Accessed January 3, 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/awfully-chocolate-was-proud-to-gift-8-days-a-giant-chocolate-cake-to-mark-the-la/2449609221721528/
  18. ↑ Awfully Chocolate Singapore. Instagram. April 26, 2018. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/BiB8YDHHiPP/
  19. ↑ “SValentine’s Day Food Photography workshop for couples”. EOS World Singapore. Accessed January 3, 2020.
  20. ↑ “SG50 Food Styling Workshop”. EOS World Singapore. Accessed January 3, 2019.
  21. ↑ Awfully Chocolate SG. Instagram. July 3, 2015. Accessed January 3, 2020. Retrieved from: https://www.instagram.com/p/4rZt-Tpkrq/
  22. ↑ Zhu, Kathleen. “UNIQLO CELEBRATES SG50 WITH UNIQLO STREET TALES & THEMATIC APPAREL FOR THE ENTIRE FAMILY!”. Asia Style. July 17, 2015. Accessed January 3, 2020.
  23. ↑ “Awfully chocolate, IBM Business Partner case Study”. Solution Details. Accessed 30 December 2019.
  24. ↑ The Star Online. “Sweet success with Awfully Chocolates Lyn Lee - Part 1”. YouTube. July 21, 2011. Accessed 30 December 2019.
  25. ↑ “East coast (Ninethirty by Awfully Chocolate)”. Awfully Chocolate. Accessed 30 December 2019.
  26. ↑ “How Awfully Chocolate’s founder went from connoisseur to entrepreneur”. BBC News. November 8, 2010. Accessed on 5 March 2019.
  27. ↑ “Locate us - Singapore”. Awfully Chocolate. Accessed 30 December 2019.
  28. ↑ “Everything with Fries (Closed)”. Open Rice. Accessed 30 December 2019.
  29. ↑ Wong, Ah Yoke. “Sweet Start for Loola’s”. The Straits Times. November 27, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.
  30. ↑ Tan, Annette. “Grown-up grub ; With Loola’s, the Awfully Chocolate group takes on a more sophisticated market” TODAY. December 16, 2011. Accessed January 2, 2020. Retrieved from NewspaperSG.
  31. ↑ Wohoo. “Sinpopo Cafe @ Joo chiat”. Youtube. November 22, 2017. Accessed January 2, 2020.
  32. ↑ “Locate us”. Sinpopo Brand. Accessed January 2, 2020.
  33. ↑ Sinpopo Brand. “About”. Facebook. Accessed January 2, 2020.
  34. ↑ “Singapore’s Best Brands”. Sinpopo Brand. Accessed January 2, 2020.
  35. ↑ Tan, Jason. “Awfully Chocolate makes Taipei comeback”. The Business Times. September 22, 2008. Accessed December 30, 2019. Retrieved from Newspapersg.
  36. ↑ Formosa TV General Channel. “不敵競爭 星國巧克力蛋糕撤出台－民視新聞”. YouTube. August 30, 2013. Accessed on 5 March 2019.
  37. ↑ “Awfully successful at franchising”. South China Morning Post. Accessed 30 December 2019.
  38. ↑ Awfully Chocolate (Hong Kong). Facebook. August 18, 2015. Accessed on 5 March 2019. Retrieved from: https://www.facebook.com/awfullychocolatehk/
  39. ↑ "How Awfully Chocolate went from shop to successful regional franchise". Singtel. Accessed on 10 January 2020.
  40. ↑ “Locate us - Overseas”. Awfully Chocolate. Accessed 30 December 2019.
  41. ↑ Awfully Chocolate. Instagram. June 16, 2015. Accessed 3 January 2019. Retrieved from: https://www.instagram.com/p/3-H4ippkmg/
  42. ↑ “Awfully successful at franchising”. South China Morning Post. Accessed 30 December 2019.
  43. ↑ “Loco for local: Delva into the bittersweet story of Awfully Chocolate”. Changi Airport. November 8, 2018. Accessed 30 December 2019.
  44. ↑ The Star Online. “Sweet success with Awfully Chocolates Lyn Lee - Part 1”. YouTube. July 21, 2011. Accessed 30 December 2019.
  45. ↑ The Story Exchange. “Passion, Business and Chocolate”. YouTube. October 28, 2011. Accessed 30 December 2019.
  46. ↑ “Make your mid-autumn gifting exquisite with awfully Chocolate”. Awfully Chocolate. Accessed 2 January 2020.
  47. ↑ “Mooncakes Singapore 2018 - Where to get the best mooncakes for mid-autumn festivals”. Lady Iron Chef. August 14, 2018. Accessed 2 January 2020.
  48. ↑ Tham, Sean and Xie, Huiqun. “Unique mooncake to buy this mid autumn festival”. Shape. August 27, 2019. Accessed 2 January 2020.
  49. ↑ K, Lynette. “Our favourite mooncake for this year’s Mid-Autumn Festivals”. Unscrambled SG. September 18, 2017. Accessed 2 January 2020.
  50. ↑ “AWFULLY CHOCOLATE – THE ONLY CHOCOLATE MOONCAKES YOU NEED IN YOUR LIFE”. Lady Iron Chef. September 7, 2017. Accessed 2 January 2020.
  51. ↑ Awfully Chocolate Singapore. Facebook. January 25, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2596907573658358
  52. ↑ Awfully Chocolate Singapore. Facebook. January 14, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/a.537615979587538/2596845486997900/?type=3&theater
  53. ↑ Awfully Chocolate Singapore. Facebook. January 22, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/pcb.2596901513658964/2596898536992595/?type=3&theater
  54. ↑ Awfully Chocolate Singapore. Facebook. January 17, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2596894436993005
  55. ↑ Awfully Chocolate Singapore. Facebook. January 26, 2018. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/our-chinese-new-year-collection-is-here-feast-on-our-new-chocolate-orange-marmal/2096870333662087/
  56. ↑ Awfully Chocolate SG. Instagram. January 22, 2015. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/yH-ItEJkry/
  57. ↑ Awfully Chocolate SG. Instagram. January 18, 2014. Accessed January 2, 2020. Retrieved from:  https://www.instagram.com/p/jSlnVBJkkn/
  58. ↑ Awfully Chocolate SG. Instagram. January 9, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/i7xAWXpkvO/
  59. ↑ Awfully Chocolate Singapore. Facebook. February 2, 2013. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/a.537615979587538/623454241003711/?type=1&theater
  60. ↑ “Jingle Bells Are Here: Time to Relish in Christmas Cakes & Hampers”. Awfully Chocolate. Accessed 2 January 2020.
  61. ↑ Awfully Chocolate SG. Instagram. November 21, 2019. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/B5HNRIyH6zN/
  62. ↑ Awfully Chocolate SG. Instagram. December 17, 2019. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/B6KbGGqn7Nb/
  63. ↑ Awfully Chocolate SG. Instagram. December 20, 2019. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/B6SEcEUn4i8/
  64. ↑ Awfully Chocolate SG. Instagram. December 18, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BrhvSK-hzcL/
  65. ↑ Awfully Chocolate SG. Instagram. November 1, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/Bpoft1XBqiS/
  66. ↑ “Awfully Chocolate’s Christmas Collection 2017”. Suntec City.  Accessed 2 January 2020.
  67. ↑ Awfully Chocolate SG. Instagram. November 4, 2017. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BbePP7KH5_c/
  68. ↑ “Awfully chocolate Christmas Hamper - The Best Christmas gift idea for everyone”. Lady Iron Chef. December 8, 2016. Accessed 2 January 2019.
  69. ↑ “Hamper - The Ultimate Chocolate Box this Christmas”. Lady Iron Chef. November 20, 2015. Accessed 2 January 2020.
  70. ↑ Awfully Chocolate SG. Instagram. December 9, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/wXhDUnpkmV/
  71. ↑ Awfully Chocolate Singapore. Instagram. May 9, 2019. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BxO6HN6nBV9/
  72. ↑ Awfully Chocolate Singapore. Instagram. April 26, 2018. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BiB8YDHHiPP/
  73. ↑ Awfully Chocolate Singapore. Instagram. May 5, 2018. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BiYX5PsnyQ3/
  74. ↑ Awfully Chocolate SG. Instagram. May 3, 2017. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BTns4m4hi6W/
  75. ↑ “The only chocolates by Awfully Chocolate that mom deserves for Mother’s Day”. Lady Iron Chef. April 26, 2016.  Accessed 2 January 2019.
  76. ↑ Awfully Chocolate SG. Instagram. April 20, 2015. Accessed 3 January 2019. Retrieved from: https://www.instagram.com/p/2FmZSVpkmJ/
  77. ↑ Awfully Chocolate SG. Instagram. April 28, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/nVMdhJpkpF/
  78. ↑ Awfully Chocolate Singapore. Facebook. June 10, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2843827998966313
  79. ↑ Awfully Chocolate SG. Instagram. June 15, 2017. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BVW24ZcH7Fq/
  80. ↑ Awfully Chocolate SG. Instagram. August 2, 2019. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/B0pWO4gHJDc/
  81. ↑ Awfully Chocolate SG. Instagram. July 26, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BlsU22KnXSI/
  82. ↑ Awfully Chocolate SG. Instagram. August 9, 2014. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/rdhSGapkpa/
  83. ↑ Awfully Chocolate Singapore. Facebook. February 9, 2019. Accessed 3 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/posts/2644724485543333
  84. ↑ Awfully Chocolate SG. Instagram. July 26, 2018. Accessed 2 January 2020. Retrieved from: https://www.instagram.com/p/BlsU22KnXSI/
  85. ↑ Awfully Chocolate Singapore. Facebook. February 16, 2016. Accessed 2 January 2020. Retrieved from: https://www.facebook.com/awfullychocolate.sg/photos/heres-a-month-long-valentines-day-treat-for-everyone-awfullychocolate/1306176869398108/
  86. ↑ Awfully Chocolate SG. Instagram. February 9, 2015. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/y2oA26JkuZ/
  87. ↑ Awfully Chocolate SG. Instagram. February 5, 2014. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/kACu0VpkmG/
  88. ↑ Awfully Chocolate SG. Instagram. April 9, 2019. Accessed 3 January 2020. Retrieved from: https://www.instagram.com/p/BwBX6krhZXo/
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