Established in 1989, Swee Heng Bakery is one of the leading bakeries in Singapore. It offers baked products such as bread, cakes, traditional Chinese kuehs and other confectionery items through its chain of physical retail outlets.

Swee Heng 1989 Classic is an upgrade of the original brand. Premiered in 2014, this new concept brings back the memories of the 1980s through a nostalgic thematic approach. Premium bread, cakes and other confectionery items which incorporate a blend of Singapore flavour with Taiwanese style are offered in attractive packagings, such as paper sleeves and plastic carriers. It is targeted at younger consumers, including working adults and the youth population.