Fragrance at NEX



23 Serangoon Central

Singapore 556083

Opening Hours


10am - 10pm


Snacks & Specialties


In 1969, Madam Ong, inspired by the optimism of newly independent Singapore, founded her first bak kwa stall. She poured her heart and soul into creating a winning formula for her barbecued meat, and her hard work paid off.

The irresistible aroma of her delicious creations attracted people from all walks of life, and her brand was aptly named "Fragrance" in Chinese, to reflect the natural aroma of her barbecued meat.

Today, Fragrance continues to champion the indomitable spirit of post-independent Singapore. Madam Ong's descendants, the Tan family, have inherited her passion for barbecued selections and traditional Singaporean snacks.

Fragrance has become one of the region's fastest-growing chains and leaders in barbecued meats, thanks to the pride every Singaporean takes in our gastronomic traditions.

At Fragrance, we invite you to share in our passion and enthusiasm for Madam Ong's timeless classics and our traditional favorites. Come join us and experience the authentic taste of Singapore!

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