Singapore’s beloved bakery brand BreadTalk has confirmed the closure of 11 of its stores in Chengdu, China, following the expiry of a franchise agreement in June 2025. The move, while sparking concerns among customers in the region, is not a retreat —Sichuan Daily reported the company has reaffirmed its long-term commitment to growth in China.
Customers in China Left Confused Over Unused Stored-Value Cards
Online chatter began in early July after consumers in Chengdu voiced frustration over the sudden closures, particularly the issue of retrieving refunds for unused stored-value cards. According to Sichuan Daily, some customers claimed they had trouble securing reimbursements, prompting questions over accountability.
In response, BreadTalk Shanghai Co Ltd issued an official statement via WeChat, echoing a similar message released by BreadTalk Singapore to local media. Both communications clarified that the affected Chengdu outlets were operated by a franchisee, and that prior notice had been given to customers ahead of the wind-down.
BreadTalk Apologises and Assures Support for Affected Customers
Acknowledging the inconvenience, BreadTalk China apologised to affected users, particularly those holding prepaid cards. “The planned changes have affected users in Sichuan who currently hold unused stored value cards,” the Chinese statement said. “Our company deeply apologises and will do its utmost to urge the franchisee to assist you in processing the refund.”
Singapore’s headquarters added that their team in China is actively working to support customers through the transition. “Our team is on the ground assisting customers with card-related concerns to ensure a smooth resolution,” the company said.
Brand Still Going Strong in China with 200 Stores & New Concepts
Despite the setback in Chengdu, BreadTalk is not slowing down. The brand, which first entered the Chinese market over two decades ago, said it remains bullish about its expansion. “BreadTalk has been operating in China for 22 years with more than 400 stores worldwide, and nearly 200 in China alone,” it stated.
New retail concepts have been recently launched in Shanghai, receiving positive feedback, and more developments are planned. The company highlighted its intention to grow through joint ventures, innovative store formats, and deeper partnerships across the country.
Warning Issued Over Online Misinformation
In a strong-worded warning, BreadTalk China also addressed what it described as “false information” circulating online regarding the closures. The company said it reserves the right to pursue legal action against those who disseminate misleading claims that could harm its brand reputation.
“With regard to false information posted online, our company reserves the right to hold them accountable through legal means to better safeguard our brand image, rights, and interests,” the statement added.
Key Takeaway: The closure of BreadTalk’s Chengdu outlets may have raised eyebrows, but the brand is far from retreating. With nearly 200 stores still operating across China and more on the way, BreadTalk is doubling down on its presence in one of the world’s most competitive F&B markets.