Rich & Good Cake Shop at Jewel Changi Airport is the second outlet of a Singapore bakery that has been baking by hand since 1997, when it first opened in the heartlands with a mission to bring home-baked goodness to everyone. After moving to the heritage shophouses of Kandahar Street in Kampong Glam in 1999, the team took a leap of faith into Jewel — its maiden foray into a shopping mall — bringing its rustic shophouse craft to one of the city's most visited destinations.
The shop specialises in swiss rolls, every cake lovingly handmade from a traditional recipe and baked fresh in small batches each day, using what the bakery calls only the finest ingredients. Its signature kaya is slow-cooked for four hours with fresh pandan leaves, yielding the fragrant pandan kaya filling inside the classic Kaya Swiss Roll and Ah Ma's Kaya Cake, a hot favourite on the shop's own bestseller list.
Alongside the classic and seasonal rolls, the range covers whole cakes across celebration, chiffon and walnut lines, boxed cookies such as almond square, chocolate chip and pistachio cornflakes, and gifting collections for a baby's first month and for weddings.
Visiting is easy: no reservations are needed in store, while the website handles delivery-only orders with date and time slots booked first come, first served. In 2022 the shop marked 25 years of baking, and its promise of handmade traditional rolls remains in the dedicated hands of its long-standing team of bakers.
Rich & Good Cake Shop began life in 1997 in the heartlands of Singapore with a simple mission: to bring home-baked goodness to everyone. The outlet at Jewel Changi Airport is the bakery's second, and its first foray into a shopping mall — a leap of faith that saw the team step out of their rustic shophouse, rebrand, and run, as they put it, headlong into the sparkle of Jewel. Today the counter sits in one of Singapore's most-visited destinations, but the craft inside is unchanged: every cake lovingly handmade from a traditional recipe, baked fresh in small batches each day, using only what the shop calls the finest ingredients.
In 1999 the shop left the heartlands for the heritage shophouses of Kandahar Street in Kampong Glam, growing organically through word of mouth as the historic district developed around it. Jewel came next, followed by a third outlet at Marina Bay Link Mall in 2023 — where the bakery introduced an expanded menu of breakfast and tea-time items, plus kopi and teh — and, within a month, a fourth home in Little India's City Square Mall. In 2022, Rich & Good celebrated 25 years of baking. Through the ups and downs, the promise of handmade traditional rolls has stayed, in the shop's words, in the dedicated hands of the bakers who have stood by them.
Swiss rolls are the heart of the menu, and the Kaya Swiss Roll is the one to start with. The shop's signature kaya is slow-cooked for four hours with fresh pandan leaves, producing the fragrant pandan kaya filling the bakery describes as uniquely Singaporean. That same kaya stars in Ah Ma's Kaya Cake, flagged 'hot' on the shop's own bestseller list, alongside celebration cakes like Chocolate Bueno and Red Velvet Crumble. The Red Velvet Swiss Roll holds a classic spot of its own.
Beyond the rolls, boxed cookies — almond squares, chocolate chip, and pistachio cornflakes — sit alongside the whole cake lines, which span celebration, chiffon and walnut ranges. Seasonal swiss rolls and seasonal specials rotate through the year, with festive collections such as Chinese New Year teased under the shop's 'coming soon' banner. The bestseller list on the shop's website — where the cookie boxes appear beside the kaya classics — makes choosing easy on a first visit.
Gifting is a quiet speciality. Baby full-month packages, made to celebrate a baby's first month, come in Regular, Classic and Premium tiers, with swiss rolls presented in baby boxes; wedding packages mirror the idea with regular rolls in wedding boxes and a wedding assortment box. The shop also carries its own merchandise for fans of the brand.
The Jewel outlet is walk-in — no reservations needed — so you can drop in between shops or after a flight and pick up a roll on the spot. Website orders, by contrast, are for delivery only: choose an available date and time slot before checking out, with slots allocated first come, first served. Rolls and whole cakes can be scheduled to arrive on a chosen date, which is handy for celebrations. One current note from the shop's banner: delivery to postal sectors 62-63 and 69-72 is unavailable.
Nearly three decades on, the hope behind the counter is the same one the shop set out with in 1997 — that its cakes continue to add warmth and a taste of home, whether you knew them on Kandahar Street or are meeting them for the first time under Jewel's roof.