Fans of the iconic confectionary Chin Mee Chin at East Coast Road can breathe a sigh of relief.

Madam Valerie Tan who runs the 73-year-old business told the Straits Times on Thursday that rumours that it is closing are not true.

"There are no such plans and it's business as usual for us." said Madam Tan.

Social media was abuzz for the past three days after filmmaker Royston Tan posted that he had heard Chin Mee Chin would be closing for good on one of his Facebook pages.

Madam Tan, who declined to give her age, said some regular customers and church members of the Holy Family Church next door approached her asking her if the rumours were true. "They were worried but I told them this is our family business and we are here for the long term. I don't know how such a rumour started spreading," she said.

Customer Mr Kelvin Yeo, 42, a banker, said he is glad to hear that the shop is staying. "We came by to eat after hearing the rumour online. Many people are attached to this place and would be sorry to see it go."

American musician David Choi, 26, who is in Singapore for a concert also swung by earlier this afternoon and had kaya toast and milk tea. "It's a nice environment...the kaya bread was really good," he said.