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Singaporean cupcakes and confectionery brand Twelve Cupcakes ceased all operations on 29 Oct 2025 and has been placed under provisional liquidation.
On 30 Oct 2025, the brand posted a closure notice on its website, which was then reposted onto its social media pages. In the notice, Twelve Cupcakes apologised for the inconvenience caused by its sudden closure, and wished all employees and customers well.
The website has since gone offline, but a capture of the closure notice can still be seen when using tools like The Wayback Machine.
When we headed down to the brand’s Parkway Parade outlet, we found it in a barren state. The shelves, typically filled with cupcakes and other sweet treats, were empty and unlit. A notice was posted on the storefront containing the same closure notice as on its website and social media pages.
A glance at Google revealed that Twelve Cupcakes’ Parkway Parade outlet has been listed as permanently closed. However, Several outlets, like its NEX outlet, remained listed as open, while others, like its Northpoint City outlet, have been listed as temporarily closed.
Twelve Cupcakes is listed as a unionised company, meaning it must provide advanced notice to the Food, Drinks, and Allied Workers Union (FDAWU) before closure. However, the union only learned of the closure on the same day as the company’s employees.
In fact, the company was still posting advertisements on its social media pages a mere day before its closure.
Twelve Cupcakes has had a messy history in the news. In 2021, the company’s former director, Yvonne Ong, and parent company, Dhunseri Group, faced a slew of fines for underpaying their foreign employees.
The company was co-founded in 2011 by Singaporean Radio DJ Daniel Ong and actress Jamie Teo. Both were fined in late 2020 for allowing their employees to be underpaid from 2012 to 2016.
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