Flaming crepes, cake workshops, special high tea: Savour treats at Japanese patisserie's 10th anniversary

In Singapore’s vibrant culinary scene, where local hawker fare and international delicacies meet, Henri Charpentier has captured the sweet spot in dessert lovers' hearts.

However, the journey to success was not without its difficulties for this French-inspired Japanese patisserie – well-known for its best-selling financiers – when it made its first international foray into Singapore in 2014.

Ms Michiko Kurozumi, back office manager of Henri Charpentier Singapore, shares: “From the moment we opened our doors in Singapore, we quickly realised we needed to offer something that spoke directly to local palates to truly connect with the community. 

“We initially focused more on gift-box items like our financiers, but we discovered that we needed a good line-up of fresh cakes which we can flexibly curate and test to know the preferences of local customers.” 

The company quickly pivoted, establishing a central pastry kitchen to deliver the freshest of products baked daily by its chefs, using the finest ingredients. Today, its fresh cakes, including the strawberry shortcake and double cheesecake, account for over 60 per cent of its sales in Singapore.

The brand has also shaken up the way it operates in the little red dot, baking its financiers fresh in-store. These have since become one of their best sellers, attracting passers-by and resulting in long queues.

Throughout the years, the patisserie has also introduced several locally inspired creations under the helm of head chef Kenji Yokota, who leads a team of local chefs. These include the baked Singapore Sling financier and pandan madeleine, which marries the rich tropical essence of pandan leaves with the delicate French pastry technique Henri Charpentier is known for. 

“Our goal at Henri Charpentier is always to deliver an experience that would not only resonate with our guests but also inspire them to share it with their loved ones,” adds Chef Yokota.

Founded in 1969 in Ashiya, Japan, Henri Charpentier has grown from a small cafe into a renowned name, boasting over 100 stores in Japan. 

“Our decision to expand into Singapore as our inaugural international market was quite a natural one,” says Ms Ami Arita, chief executive officer of Suzette International Pte Ltd, which operates Henri Charpentier in Singapore. Her father-in-law, the late Mr Naokuni Arita, founded the brand.

“The city has a population that loves food while remaining very discerning in their tastes.”

After a decade in Singapore, Henri Charpentier recognises the city as a testbed for innovation. “Singapore has taught us to be adaptable while staying true to our brand identity,” says Ms Arita.

Customer feedback has also played a crucial role in shaping product development. “Singaporean consumers are engaged and eager to share their thoughts, which helps us refine our offerings,” Ms Kurozumi added.

The brand’s commitment to creating meaningful experiences extends beyond the desserts themselves. Each cake is crafted with care, often becoming part of a special celebration.

“Our cakes are usually purchased for happy occasions, and every order has a special, meaningful background,” says Ms Arita. “When we copy personalised messages onto chocolate tags for birthday cakes, we feel part of our customers’ celebrations.”

This sense of connection deepened during the pandemic, when cakes became more than just desserts. 

“They became a way for families and friends to stay connected during challenging times, embodying the essence of joy and togetherness,” Ms Arita recalls. “Experiencing these moments with our customers in Singapore has made this journey even more special for our brand.”

To show its appreciation for 10 years of support from the local community, Henri Charpentier is hosting a series of special events from Oct 9 to 13 at Madame on 69 Tras Street. 

Customers can look forward to the Salon de The High Tea Experience, at $60 per person, where they will enjoy a selection of the brand’s most beloved cakes and pastries, coupled with a selection of wines, cocktails, tea and coffee crafted by Madame. The high tea will also include an exclusive live crepe Suzette performance. 

“Singapore has become a second home for Henri Charpentier, and we are deeply grateful to celebrate this milestone with the local community, which has embraced us since day one,” Ms Kurozumi says.

For those looking to get hands-on experience, the Atelier Shortcake Workshop, led by Chef Yokota, will teach participants how to decorate their own 12cm strawberry shortcake. 

“It’s our way of showing our customers just how much care and intention goes into every cake we make,” says Chef Yokota. “We’re excited to share this experience with them as we look forward to many more meaningful moments to come.”

A special pop-up patisserie at the same location, open from Oct 10 to 13 on a walk-in basis, will also offer limited-edition retail packs and gifts, freshly baked financiers and a select beverage menu.

If your child was born on Oct 9, 2014 — the same day Henri Charpentier opened its doors in Singapore, bring them to one of the patisserie's six outlets between Oct 9 and 13 for a complimentary 12cm strawberry shortcake to celebrate their birthday.

As Ms Arita reflects on Henri Charpentier’s journey, she says the lessons learned in Singapore will play a pivotal role in future expansion. The brand is set to open its first store in Bangkok, Thailand in 2025.  

“Our decade in Singapore has been invaluable, which could not have been achieved without the support of our customers, business partners, and staff. We’re eager to apply these insights as we grow and connect with new audiences globally,” she says.

“Our commitment remains unwavering – to uphold the principles of quality, craftsmanship, and creating joyful moments.”