From a humble shopfront by Macao’s Inner Harbour, Mr. Wong Kit Pan sparked a culinary legacy. Serving ferry passengers with warm, fragrant pastries, Choi Heong Yuen quickly became more than just a bakery—it became a taste of home and a bridge between cultures.

In the hands of the second-generation Mr. Wong Wing Cheong, Choi Heong Yuen embraced a "front shop, back factory" model—a testament to hardworking roots and steady progress during Macao’s formative years.

This was an era of innovation in every bite. From selecting the finest almonds to introducing Singapore-imported charcoal, and creating the iconic Charcoal-Baked Almond Cake, Choi Heong Yuen redefined what a traditional treat could be. Rich, delicate, unforgettable—every biscuit told a story of passion and perfection.

With demand soaring beyond borders, Choi Heong Yuen took its craft global. Advanced packaging machines from Japan, and the world’s first Phoenix Egg Rolls automatic machine co-developed with Japanese engineers, powered this leap forward. A brand that began by the pier now reached households across Southeast Asia, Europe, and America.

With its flagship store opening on Macao’s iconic Avenida de Almeida Ribeiro, Choi Heong Yuen made a statement: the legacy lives on. Under third-generation leader Mr. Wong Yeuk Lai, the brand reinvented its look while honouring its roots—bringing a timeless charm to a modern world.

As Macao reunited with the Motherland, Choi Heong Yuen seized the moment—expanding, innovating, and dazzling tourists with flavours as rich as the city’s history. In 2002, the brand made history, receiving the Tourism Merit Medal from the Chief Executive—the first for the local souvenir industry. A sweet tribute to the city's transformation.

From playful collaborations like the Rubber Duck Macao Tour to the introduction of smart vending machines, Choi Heong Yuen kept its finger on the pulse of a fast-changing world. When Macao was named a UNESCO City of Gastronomy in 2017, Choi Heong Yuen was already there—ready, relevant, and radiant.

As Choi Heong Yuen celebrates its 90th anniversary in 2025, its iconic red-and-gold packaging can be found in every corner of Macao—a living symbol of heritage, craftsmanship, and unwavering spirit. With nearly a century of history behind it, the brand continues to honour the flavours of the past while reimagining the future. Blending age-old techniques with fresh innovation, Choi Heong Yuen brings new life to Macao’s culinary traditions. Each biscuit carries not only the taste of time, but the heart of a culture. As we look to the century ahead, Choi Heong Yuen remains more than just a bakery—it is a storyteller, a cultural ambassador, and a beloved companion on every journey home.