SG60: How A Group Of Friends Teamed Up To Sell ‘Awfully Chocolate’ Cakes

The Simple Sum

13 Mar 2025

Rich, decadent, and utterly indulgent, few things in life are as comforting as a slice of chocolate cake. Although chocolate is one of the most common flavours found in baked goods, finding the perfect chocolate cake is not an easy task... until you try a slice of Awfully Chocolate cake. Dubbed as Singapore's Favourite Chocolate, this home brand has been around since 1998, serving chocolate baked goods and creations for almost 27 years. As our beloved country approaches its 60th independence anniversary, we would like to celebrate the incredible achievements of our fellow Singaporeans. Once such achievement is the establishment of Singapore’s favourite chocolate brand, Awfully Chocolate!

How a group of friends founded a chocolate brand

It all started when former lawyer and chocolate enthusiast, Lyn Lee, became frustrated with her futile search for the ultimate chocolate cake. The cakes she tried throughout Singapore just could not satisfy her tastebuds; either the chocolate tasted too synthetic or too sweet. Her idea of a perfect chocolate cake is described as something she could eat every day. Not too rich, not too sweet, and not creamy. She often shared her frustrations with friends during their regular get-togethers, where they’d vent about office stresses, annoying bosses, and discuss their likes and dislikes. Feeling drained by their 9-to-5 jobs, the group began to entertain the idea of starting a business. But the question was: what should they sell? That’s when the idea of creating the perfect chocolate cake emerged. With a spark of inspiration, they began experimenting – spending a whole year refining their recipe through trial and error. They tested different techniques, played with ingredients, and slowly but surely, crafted a cake they were all proud of.

The opening of Awfully Chocolate’s first cake house

In 1998, Lyn and her friends opened their first cake house in Katong, selling just one item: their signature All Chocolate Cake. Despite the support from Lyn’s family, the group’s daring venture was not backed by many, as they saw it as an impractical business idea. Some believed that the cake shop wouldn’t even last over three months. One example is Lyn’s supplier advising her against purchasing too many cake boxes just three months after opening. The supplier warned that she might still be using the same stock for years to come. However, she proved them wrong. Her business began to take off as many Singaporean chocolate connoisseurs took a liking to Awfully Chocolate’s cake. Her customers grew over the years, along with their menu. The brand then welcomed two more flavours: Chocolate Banana Cake and Chocolate Rum & Cherry Cake. It would continue to only specialise in these three flavours for more than 10 years. Even though many questioned the brand’s limited choice of flavours, Lyn remained steadfast in her belief that quality trumps quantity. Furthermore, the group of friends used their prior industrial experience to meticulously plan every step of their expansion. They would only put what they could afford into it so their brand would not collapse in the event of a crisis or unforeseen circumstances.

Bringing the joy of chocolate to new heights

Their famous chocolate cakes have since crossed the border, filling tummies in China. This expansion marked a significant milestone in their journey, as they navigated the challenges of adapting to a new market. Today, Awfully Chocolate boasts an impressive selection of over 30 cakes, along with its own range of chocolates, cookies, and ice cream. They also have cafes that serve items like Chocolate Muah Chee (chewy glutinous rice balls topped with bittersweet dark chocolate sauce and served on peanut soil) and the innovative and first-of-its-kind Chocolate Raclette Wheel (think cheese wheel, but with chocolate!). The brand stands as a testament that if you are adaptable and passionate, your entrepreneurial journey could lead to delicious results! Have you ever tried an Awfully Chocolate cake yourself?