How Creatives Live In Singapore: Bingo Bakery’s Jaslyn Chua
The founder of the vibiest pet-friendly cafe in Joo Chiat gets personal.
Jaslyn Chua is the founder of Bingo, a small bakery tucked along Joo Chiat Road that’s equally beloved for its homely bakes (think Iranian pistachio tart, or a deeply comforting chicken pie) and rustic design. After stints overseas, co‑founding the popular cafe chain Micro Bakery in 2019 (she has since departed) and heading up the R&D department at Tiong Bahru Bakery, the 31‑year‑old returned to creating something of her own vision: Bingo, a neighbourhood spot that feels grounded, warm, and quietly radical in a food scene that often prizes speed and flash over soul.
Running a small bakery in Singapore today isn’t easy – early mornings, rising rents and stiff competition. But for Chua, Bingo was never meant to be just a business. From day one, she built it with her friends, each bringing their own skills to shape the warm, dog‑friendly world she imagined – pictured with her in the photo above is her friend Rachall Tay, an art director and a freelance graphic designer who joined Bingo and now runs its coffee programme and creative projects. That spirit of collaboration lives on in the way Chua runs her team today. “I’ve always believed in the quiet power of caring – and that it must begin within,” she says. “When we take care of ourselves, we build the strength to care for our team. And when team members feel seen and supported, they show up for our guests with intention and heart.”
Hi, Jaslyn! It’s been more than a year since you started Bingo – how has the journey been so far?
“It’s been interesting! I haven’t actually taken the time to reflect or write about us turning one this May, and I’ve been wondering why. Maybe it’s because being with Bingo feels like a mix of movement and stillness. It can get busy and chaotic, but at the same time, it brings me a deep sense of peace. Sometimes, that peace is brief; sometimes, it lingers – and along the way, I’ve met some truly beautiful, soulful people.”
What does a typical day in your life look like?
“If I’m baking, my shift usually starts at 5.30am, though it can also be 4am if we’re short‑handed that day. I usually ease into my day with a cup of coffee and something to read, workday or not. My dog Bread knows when I’m off to work – he’ll send me to the door, then go back to sleep. I’ll come back to walk him and prepare his breakfast around 9am. By midday, when work is nearly done, I’ll go for a swim. Then, I take Bread for his evening walk and prep his dinner. I almost always watch a movie or a series before going to bed. On a non‑working day, I’m mostly with the dogs – we recently adopted Jack! Like kids, dogs bring a kind of routine to life. And like a parent, I do need alone time away from them to reconnect with myself. I’ve carved out one day a week just for that solitude. Still, I’m in the midst of figuring out a new rhythm now that we have a second dog added to the family.”
We’ve all read about how commercial rents in Singapore have been extra hard for small businesses this year – as a business owner yourself, what’s your take?
“I do think the ever‑surging commercial rents dampen the creative spirit in our country.”
How do you keep your product quality high without making everything crazy expensive?
“We know some of our baked goods – like our signature pistachio tart – might seem a little pricey (one slice is $14). Truth is, our margin on that item is actually really low. But we chose not to hold back when it comes to ingredients; we use premium Iranian pistachios and vanilla beans from local farmer Mireia – not because it’s easy or cheap, but because we believe in using good ingredients that we ourselves enjoy. That said, this isn’t a reckless splurge – it’s part of a bigger picture. I carefully balance our whole menu to make sure it’s sustainable, both creatively and financially. That way, I get to use ingredients I love, share them with our customers, and still keep things running in a smart and considered way.”
What are some hard truths about choosing this career path?
“To be honest, if you’re not doing it out of real passion, I don’t know why you’d choose this – because the truth is, it’s a really tough path to take, especially in Singapore. It can feel a bit crazy at times.”
Do you work for passion or pay – and what’s more important to you right now?
“I believe that real, honest passion does pay – that’s what got me here today, along with a lot of hard, heart‑led work. Loving your craft is non‑negotiable. But you also have to, to some extent, love the people who come with it – your team, your collaborators, the guests who walk through your door. It becomes this whole, beautiful cycle that you probably can’t see at the very beginning. What keeps me going is this quiet rebellion against the idea that Singapore is a sterile place to live. I want to build concepts and brands that feel alive – textured, human and full of feeling.”
What are some compromises you have had to make to run this business?
“I don’t think I lack sleep, but running this business means I get to see my friends, especially those in corporate jobs, less. However, running the bakery has never once made me feel like it’s a sacrifice – if anything, it has only been rewarding. And I feel lucky to be able to say that.”
What did success look like before you opened Bingo – and what does it look like now?
“Before opening Bingo, I didn’t really think much about success. Now, success means taking care of my little corner of the world – this spot at 174 Joo Chiat Road – as best as I can. I believe that when this little corner supports its people – my team and everyone who has been with us from the beginning – those people will, in turn, support others, creating a cycle of care.”
Out of curiosity, what are your day‑to‑day costs like?
“Most of my monthly expenditure, about 60 to 70 per cent, goes towards the dogs, insurance and rent … My favourite activity is prepping my own meal at home and going to the beach with my dogs – that makes me the happiest and it doesn’t cost a lot. That way, we get to spend time with the dogs and eat healthy. I rarely go out drinking these days – we usually just buy bottles and have them by the beach or at home. That said, a visit to The Cider Pit (a popular bar on Joo Chiat Road) is still a must!”
Do you have anything you’re quietly working towards or setting aside money for?
“I’m saving for a place of my own and all the travel plans I have.”
And what have been some of the most valuable lessons you’ve learnt through running Bingo?
“You can have what feels like the perfect plan on paper, but life rarely plays out the way you expect. Before opening the bakery, I had imagined we’d attract a specific kind of crowd – mostly young creatives. But look at us now: it’s little kids – lots of them; parents; people who bring their dogs, cats, birds; older folks; people from all walks of life; and creatives of all ages. It’s nothing like I pictured – but in so many ways, it’s even better.”
THIS INTERVIEW HAS BEEN EDITED FOR BREVITY AND CLARITY.
TEXT & COORDINATION KENG YANG SHUEN PHOTOGRAPHY ATHIRAH ANNISSA ART DIRECTION JONATHAN CHIA HAIR EC TAN/KIZUKI+LIM MAKE UP SARAH TAN