A proud first for Kele and a milestone for Singapore's Local Food Heritage
We are proud to share a milestone that takes Kele and a little piece of Singapore beyond our shores.
Kele has become the first homegrown Singapore pastry brand to have its Traditional Pineapple Tarts feature on the inflight menu of a foreign airline, through our collaboration with Japan Airlines (JAL).
For a brand that began in Singapore in 1983, seeing our pineapple tarts served thousands of feet in the air represents much more than an international collaboration. It is another step towards something we have always believed in, that the flavours, stories and traditions of Singapore deserve to be shared with the world.
At the heart of this journey are four pillars that define what Kele stands for: Prosperity, Heritage, Culture and History. Together, they represent not only what we bake, but why we continue to share our golden tradition with every generation.
From a Singapore Tradition to an International Stage
For more than four decades, we have dedicated ourselves to preserving and sharing the tradition of the pineapple tart. To us, the pineapple tart has never been simply a pastry.
Pineapple, or "ong lai" in Hokkien, carries the auspicious meaning of Prosperity and good fortune, making pineapple tarts a familiar sight at celebrations and a meaningful gift shared with loved ones.
Behind every tart is our Heritage, recipes and craftsmanship passed down and refined through generations.
It is part of our Culture, where food brings people together, expresses well wishes and creates moments of joy.
And it carries our History, a story shaped by Singapore's pineapple growing past and its evolution into the beloved pineapple tart, a tradition that continues to be shared across generations.
[Discover Kele's story →]
Today, this humble Singapore favourite has found a new place to be shared, in the skies. Having our pineapple tarts served aboard a foreign airline shows just how far a local tradition can travel while remaining deeply connected to where it began.
Singapore Meets Japan, in the Skies
Our collaboration with Japan Airlines brings together two cultures with a shared appreciation for craftsmanship, quality and thoughtful hospitality. As travellers enjoy Kele on their journey, we hope every bite offers more than a taste of pineapple tart.
We hope it becomes an introduction to Singapore
To the prosperity we wish upon one another, the heritage we preserve, the culture we proudly share and the history that continues to shape who we are. For some passengers, it may be their first taste of Kele. For others, it may be a familiar taste of Singapore found somewhere unexpected. Either way, we are honoured to be part of that moment.
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Taking Singapore's Food Heritage Further
Being the first is a milestone we are immensely proud of, but what matters even more is what it represents. Our ambition has never been simply to take Kele overseas. We want to take a piece of Singapore with us.
From welcoming travellers at home to sharing our pineapple tarts thousands of feet in the skies, every new destination is an opportunity to tell Singapore's story through taste.
From our beginnings in Singapore in 1983 to taking flight with Japan Airlines today, our journey continues to be guided by the same purpose: to preserve our heritage, celebrate our culture, honour our history and share prosperity with the world.
[Bring home a taste of Singapore →]
