Twelve Cupcakes The Rise, the Owners & What Happened Next

Twelve Cupcakes was once a celebrated home-grown bakery chain in Singapore, capturing hearts with colourful cupcakes and rapid expansion. But beneath the cheerful icing, its story also includes business shifts, ownership changes and legal controversies. In this article we’ll explore who founded the chain, how it grew, what the owners experienced, and why the brand’s journey is unique and full of lessons.

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Founding & Growth

• The chain was established in 2011 by Daniel Ong (radio DJ & TV host) and Jaime Teo (author, actress, model).
• The name “Twelve Cupcakes” was reportedly chosen for multiple symbolic reasons: 12 strikes in bowling, 12 months in a year, 12 numbers on a clock — and also the typical 12-slot baking tray.
• The first outlet opened in United Square, Novena, Singapore. The business grew fast, expanding to multiple outlets and launching new flavours and dessert cafés (e.g., “Dulce & Sucre” by Twelve Cupcakes) within a few years.
• In January 2017, the bakery chain was sold to the Indian tea-company group Dhunseri Group for approximately S$2.5 million.

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What Makes the Story Unique

• Celebrity founders: Having Daniel Ong and Jaime Teo — both well-known public figures in Singapore — gave the brand immediate visibility.
• Rapid scaling: The business model leveraged novelty (cupcakes with fun flavours) plus expansion into a dessert café concept, tapping into café culture in Singapore.
• Symbolism in the name: The “12” motif across various references (months, clock, baking tray) shows thought behind the branding.
• Ownership transition: From founders to an international buyer (Dhunseri Group) shows how even local F&B brands scale and exit.
• Legal & reputational challenges: After their exit, both founders and the company faced legal charges related to under-payment of foreign workers — a reminder of how business growth and operations must align with regulations.

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The Owners: Daniel Ong & Jaime Teo

Daniel Ong

• Born December 27 1975 in Singapore. Former radio DJ, TV host turned entrepreneur. Wikipedia
• Co-founded Twelve Cupcakes in 2011. Sold in 2017. Later changed business direction.
• In May 2021, he was fined S$65,000 for under-paying foreign workers from his time at Twelve Cupcakes.

Jaime Teo

• Former model and “Miss Universe Singapore” contestant, turned actress & entrepreneur.
• Co-founder of Twelve Cupcakes alongside Ong.
• In March 2021, she too was fined S$65,000 for her role in under-payment of foreign staff during her directorship of Twelve Cupcakes.
• She and Ong divorced in 2016, the business was sold shortly after.

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Key Facts & Figures

• Founded: 2011.
• Sold to Dhunseri Group in 2017 for ~S$2.5 million.
• Legal issues: Under-payment firings/charges between 2012-2018; company fined S$119,500 for offences in 2017-18.
• The brand’s arc: from high-flying expansion to revisit of operational governance issues.

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What Happened & What We Can Learn

• The brand deliverable (cupcakes + fun café) was strong in Singapore’s café-culture boom.
• Growth pushed rapid expansion which may have stressed operational oversight (labour, pay, contracts) — highlighting how scaling fast in F&B needs rigorous systems.
• The transition of ownership to Dhunseri Group signalled exit for founders but also new chapter — however legacy liabilities (labour, pay) still mattered.
• The reputational impact of the legal issues shows how governance and regulatory compliance are critical, especially in hospitality/F&B sectors.
• For entrepreneurs: Celebrity co-founders can give initial boost, but long-term brand health relies on operations, labour practices, and business structure beyond the “fame”.

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People Also Ask

Here are commonly asked questions about Twelve Cupcakes, with answers:

1. Who founded Twelve Cupcakes?
Twelve Cupcakes was founded in 2011 by Daniel Ong and Jaime Teo in Singapore.

2. What is the meaning behind the name “Twelve Cupcakes”?
The “Twelve” refers to many symbolic things: 12 months in a year, 12 numbers on a clock, the 12 slots in a typical baking tray, and even 12 strikes in bowling—founders said they picked it for all those associations.

3. When was Twelve Cupcakes sold and to whom?
Twelve Cupcakes was sold in January 2017 to India-based Dhunseri Group, for around S$2.5 million.

4. How many outlets did Twelve Cupcakes have at its height?
At its peak, the chain expanded to many outlets in Singapore (and had presence elsewhere briefly) though exact count varied. Wikipedia notes “21 stores located in 2 locations: 1 in Hong Kong and 20 in Singapore” at one point.

5. What legal issues did the owners face?
Both founders, Daniel Ong and Jaime Teo, were charged under the Employment of Foreign Manpower Act for under-paying foreign employees between ~2012 and ~2016. Both fined S$65,000. The company itself was fined around S$119,500 in 2018 for related offences.

6. Why did the legal issues impact the brand?
Because the chain’s reputation for “fun and premium cupcakes” clashed with perceptions of labour violations. Public backlash, regulatory penalties and media coverage meant that beyond product, operations mattered.
7. What made Twelve Cupcakes successful initially?
The success factors included strong brand identity, celebrity founders, tapping into F&B dessert café trends, creative flavours and expansion while the cupcake/froyo café wave was strong in Singapore.
8. Is Twelve Cupcakes still operating?
According to sources, the chain was placed under provisional liquidation and ceased operations on 29 October 2025.
9. What lessons can new F&B entrepreneurs learn from the Twelve Cupcakes story?

• Don’t rely solely on brand/fame—back it with strong operations.
• Labour compliance is non-negotiable, especially in F&B.
• Rapid expansion must be matched with internal controls (payroll, contracts, agencies).
• Exit strategy is important, but legacy liabilities may travel with business.
  10. What happened to the founders after the sale?
  After selling, Daniel Ong moved into other F&B ventures (steakhouse, restaurant) and publicly reflected on the past issues, admitting mistakes.

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Conclusion

The story of Twelve Cupcakes is a compelling mix of entrepreneurship, branding, rapid growth, celebrity founders, and the sobering reminder that operating a business—especially in the food & hospitality sector—requires equal attention to product and people. From founding by Daniel Ong & Jaime Teo in 2011 to sale in 2017, and eventual legal/regulatory fallout and closure in 2025, the arc offers a rich case study for anyone interested in F&B, brand building or start-up governance.