Chinatown Bakery, a London bakery renowned for its Hong Kong-style cakes and breads, has opened its sixth location at Westfield White City. The business, founded in 2012 in the heart of Chinatown, now plans to open 20 new sites across the UK over the next five years.
Expansion plans and new store
The new Westfield store marks a milestone for the company, which started with one small shop in Chinatown 12 years ago. Co-owner Simon Tang called it a ‘proud moment’. He said: ‘We started with one small shop in Chinatown 12 years ago, staying true to the flavours and techniques of the Hong Kong bakeries that inspired us. To now share that with the millions of visitors who come through Westfield each year – while keeping every bake as authentic as the first – is exactly the kind of growth we set out to achieve.’
The exact locations of the planned 20 new sites have yet to be confirmed. Tang previously told The British Baker the business is looking to launch ‘a little bit further out into London and maybe beyond as well’.
Rebrand and customer reviews
The new store features a rebrand with a bright new colour palette and vibrant neon signs, intended to honour the company’s roots while broadening its appeal. The bakery is known for its fluffy sponge cakes, filled pork buns, and Japanese Taiyaki – warm fish-shaped cakes filled with custard, Nutella, or red bean paste.
Customer reviews on Tripadvisor call Chinatown Bakery ‘a fabulous place’, ‘simply divine’, ‘excellent’, ‘tasty’, and ‘a real gem’. Sponge cakes are described as ‘perfect’, the ‘fluffiest’, and ‘like eating a cloud’. Gitana-Preciosa wrote: ‘I have been here dozens of times over the years and it’s been a pleasure to watch this bakery grow and prosper.’ However, some reviews mention the food is overpriced and the bakeries can get very busy.
