Century Bakkwa’s Modern Take on a Festive Classic with PR Agency Saltine Communications

We will take a look back at Saltine’s journey as Century Bakkwa’s PR agency, where we worked to spotlight not only their charcoal grilled bak kwa, but also the entrepreneurial story and craft behind the brand. By curating strong human interest angles and tying them to festive conversations, we positioned Century Bakkwa as both a heritage driven and forward thinking player in the market.

For Century Bakkwa, the opportunity was not just to sell festive goodies, but to share the story behind a growing local brand redefining a traditional favourite. As recently Century Bakkwa faced a fire at its Little India outlet just days before the festive peak, adding unexpected pressure to an already intense period. Despite the setback, the team pushed through to fulfil orders, a reminder of the resilience required in the F & B industry.

Before this recent chapter, Saltine had the opportunity to support Century Bakkwa in shaping its earlier growth story and building visibility around the brand.

Century Bakkwa, founded by Simbian Chua, entered the market with a clear commitment to charcoal grilling methods and flavour innovation. However, beyond product quality, there was a need to communicate credibility, differentiation, and the founder’s entrepreneurial journey in a way that resonated with modern consumers.

The challenge was to move beyond festive promotions and build a narrative that would sustain attention beyond peak season.

Saltine positioned Century Bakkwa not just as another festive snack brand, but as a growing Singapore food business with a strong founder story. We highlighted Simbian Chua’s journey into the F & B space and her dedication to maintaining traditional charcoal grilling techniques while introducing creative flavours to appeal to younger consumers.

Century Bakkwa gained strong traction across radio, print, online, and social platforms.

Lianhe Zaobao featured the brand on Instagram, expanding its reach to Chinese speaking audiences. 88.3FM and Capital 958 brought Century Bakkwa onto the airwaves, allowing listeners to hear directly about the brand’s approach and festive offerings.

8world covered how certain bak kwa shops are managing pricing ahead of Chinese New Year, placing Century Bakkwa within a practical consumer focused conversation.

Daily Vanity and Nylon highlighted the brand in lifestyle driven features, showcasing it as a modern and gift worthy festive option. Singapore Motherhood included Century Bakkwa in its Chinese New Year goodies round up, reinforcing its appeal among families preparing for the festive season.

The Straits Times Tastemakers profiled Simbian Chua’s entrepreneurial journey, adding depth and credibility to the brand story. Vulcan Post further spotlighted Century Bakkwa’s charcoal grilled methods and business growth, positioning it within Singapore’s evolving F & B landscape. Together, these placements ensured the brand was visible across different audience segments while maintaining a consistent narrative.

These coverage strengthened Century Bakkwa’s position as more than just a seasonal purchase. By consistently highlighting the founder’s story, craftsmanship, and thoughtful pricing approach, the brand gained credibility in a crowded market. Importantly, the mix of mainstream, lifestyle, radio, and digital coverage allowed Century Bakkwa to connect with both traditional bak kwa buyers and younger consumers seeking something new.

Food stories resonate most when they feel personal. Through this campaign, Saltine helped Century Bakkwa share not just what they sell, but why they do it. By balancing heritage with modern relevance, the brand was able to stand confidently within Singapore’s competitive festive food scene.

Saltine Communications is proud to be Century Bakkwa’s PR agency on record for this campaign in Singapore. We’re honoured to be able to celebrate our clients’ achievements alongside them as their dedicated PR agency in Singapore and Southeast Asia! Drop us a note at hello@saltinecomms.com to find out how we can get your brand onto the media at affordable rates

Media Features Secured

• Zaobao

• 88.3FM 

• Capital 958 

• 8world 

• Daily Vanity

• Nylon 

• Singapore Motherhood 

• Straits Times Tastemakers 

• Vulcan Post