Awfully Chocolate

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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
[email protected]
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

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