Mdm Ling Bakery is a Singapore-based bakery and food-gifting company established in 2017. The brand specialises in cookies, festive snacks, mooncakes, pineapple tarts, and gift sets. Its core philosophy focuses on making traditional festive gifting more contemporary, accessible, and enjoyable.

The company was incorporated as Mdm Ling Bakery Private Limited on 29 December 2017. Registered business activities include online marketplaces for goods, including food, and takeaway or delivery food kiosks.2

Mdm Ling Bakery originated from a practical observation by its founders regarding the festive gift market. They identified a gap between expensive branded gift products and cheaper alternatives that failed to meet quality expectations. The founding team aimed to create a middle ground: products that were presentable enough for gifting, genuinely tasty, and reasonably priced. The objective was to produce festive gifts that recipients would open and enjoy rather than simply admire and store.

The business was founded by three millennials—Ken, Evelyn Lim, and Chen Hongyi—and initially focused heavily on festive food and gifting. Over time, the product range expanded beyond seasonal items to include everyday cookies, snacks, and Singapore-inspired treats.

Co-founder Evelyn Lim has cited the original inspiration as a search for a meaningful gift for her in-laws. She sought something more thoughtful than mass-market options but less extravagant than premium luxury gift sets.

The “Mdm Ling” Persona

Mdm Ling is not one of the company’s founders but rather a created character representing the warmth and generosity associated with a kindly auntie or grandmother. This persona embodies the cultural idea that giving food is an expression of affection, gratitude, and hospitality.

By using this familiar cultural image, the brand distinguishes itself from purely modern commercial bakeries. “Mdm Ling” functions as a brand character symbolising traditional Asian hospitality.

Singaporean Heritage

A significant component of the branding is its Singaporean identity. Rather than selling generic Western-style baked goods, Mdm Ling Bakery incorporates local flavours and cultural references into its products. Common ingredients and themes include:

• Kopi (local coffee)
• Pandan
• Kaya
• Gula melaka
• Salted egg
• Local festive traditions

The flagship store at Jewel Changi Airport reinforces this positioning. Changi Airport describes the location as a place where travellers can purchase a “taste of Singapore” to bring home.3 Additionally, the company participates in the Singapore Tourism Board’s Made With Passion initiative, which promotes Singapore-made lifestyle products and brands reflecting the country’s identity and creativity.1

Mdm Ling Bakery maintains a broad portfolio extending beyond conventional baking.

Cookies

Cookies are a signature category, with the company offering over 30 flavours ranging from traditional Asian profiles to contemporary dessert combinations.1 Notable varieties include:

• Kopi Siew Dai
• Green Pea
• Pandan and kaya-inspired flavours
• Salted egg
• Gula melaka
• Red Velvet Biscoff

The Kopi Siew Dai cookie is particularly iconic, drawing inspiration from Singapore’s kopi culture.

Mooncakes

Mooncakes form a major part of the business, especially during the Mid-Autumn Festival. For the 2026 Mid-Autumn collection, the brand offers three primary ranges:4

• Premium Traditional Baked: Classic flavours such as lotus with melon seeds and salted egg yolk.
• Signature Assorted Baked: Contemporary flavours featuring a lower-sugar Momoyama-style skin.
• Premium Truffle Snowskin: Modern chilled flavours including truffle muscat grape, passionfruit, and pistachio kunafa.

The brand places substantial emphasis on packaging, treating the gift box as an integral part of the product experience.

Chinese New Year and Other Snacks

Chinese New Year is a key seasonal period, with offerings including cookies, pineapple tarts, and other traditional festive snacks. The wider range also includes:

• Kueh lapis
• Nyonya pastes
• Traditional snacks
• Snack assortments
• Festive hampers

The brand’s descriptions often highlight concepts such as “Munch More Varieties,” “Localicious Goodies,” and “Backed by Quality.”

Packaging is a distinctive aspect of Mdm Ling Bakery’s proposition. The company experiments with reusable, interactive, and themed gift boxes rather than relying solely on decorative wrapping. Past examples include board-game-inspired concepts such as:

• Snacks & Ladders
• Imperial Chinese Chess
• International Chess
• MONOPOLY-themed mooncake packaging

The brand collaborated with Hasbro on a MONOPOLY Mooncake Street Smart Edition, designing the box to remain useful after consumption. Recent collections have featured artwork by Singaporean artists, such as Phuay Li Ying for the 2026 Mid-Autumn series.

This approach supports a sustainability philosophy centred on giving packaging a second life through reusability and functionality.

Halal and Dietary Options

To cater to Singapore’s multicultural demographic, Mdm Ling Bakery offers Halal-certified products, vegetarian-friendly items, and vegan options depending on the specific product. Most products carry Malaysian Halal certification, though specific certifications vary by item.

This inclusivity makes the products suitable for corporate gifting, multi-cultural workplaces, events, hospitality settings, and tourist souvenirs.

Corporate Gifting

Corporate gifting is a significant segment of the business. Services include:

• Corporate mooncake sets
• Chinese New Year gifts
• Cookies and snack hampers
• Door gifts
• Customised packaging and personalised message cards
• Bulk orders

The corporate programme targets events, hospitality businesses, and larger brands, leveraging the company’s strengths in shelf-stable food and attractive packaging.

The brand’s flagship retail location is situated at Jewel Changi Airport:

Mdm Ling Bakery at Jewel Changi Airport
Level 1, #01-231, Lobby H
78 Airport Boulevard
Singapore 819666

This location serves both Singapore residents and international travellers. The company also operates festive pop-up locations across various shopping centres in Singapore, including Takashimaya, VivoCity, NEX, Westgate, Tampines Mall, and Jurong Point during peak seasons like the Mid-Autumn Festival.

Online sales provide another major distribution channel, facilitating deliveries across Singapore.

While presenting a warm, handmade-inspired personality, Mdm Ling Bakery utilises systematic production processes to manage demand. The company uses proprietary home recipes, with parts of the production semi-automated to ensure consistency.5 A 2026 profile noted the development of systems capable of handling extreme seasonal demand from Lunar New Year and other festive periods.

The brand has received recognition within Singapore’s local ecosystem, including association with the Singapore Tourism Board’s Made With Passion programme and coverage in publications such as The Straits Times, The Business Times, and Eatbook. It is also recognised as a Company of Good by the National Volunteer and Philanthropy Centre.

The company was established by Ken, Evelyn Lim, and Chen Hongyi. Evelyn Lim, who studied at the National University of Singapore (NUS) and participated in the NUS Overseas Colleges programme in Beijing, remains a visible public figure for the brand. Her entrepreneurial background and family experience in retail influenced the company’s direction. The founders deliberately combine traditional Asian festive culture with contemporary design, flavours, and marketing.

By 2026, Mdm Ling Bakery had evolved from a small festive-food concept into a broader food-gifting and snack company. Current strategies focus on four pillars:

1. Festive gifting: Particularly for Chinese New Year and Mid-Autumn Festival.
2. Everyday snacking: Cookies and packaged treats.
3. Corporate/B2B gifting: Customised bulk orders.
4. Singapore representation: Utilising local flavours and airport presence to reach tourists.

The company continues to explore regional opportunities, serving retail, B2B, and food-service sectors while looking toward Middle Eastern markets.5

1. Mdm Ling Bakery has garnered acclaim for its meticulously curated collection of over 30 crowd-pleasing cookie flavours…
2. MDM LING BAKERY PRIVATE LIMITED
3. Mdm Ling Bakery @ Jewel Changi Airport at Jewel Changi Airport
4. Mdm Ling Bakery · Mid-Autumn 2026
5. Mdm Ling Bakery Pte Ltd