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Pastelaria Chui Heong: Macao’s Most Tasty Charcoal Grilled Almond Cookies
2022-03-04


        As Shakespeare said, “good wine needs no bush”. The same goes for delicious, aromatic baked goods. In the Chinese language, the name “Chui Heong” indicates “the most aromatic”. Even though the shop is quite hidden in Rua do Gamboa, since 2008, when they moved from their original shop in Rua do Barão which opened in 1958, Pastelaria Chui Heong still wins over many foodies, who want to take home the exclusive traditional taste. The secret of their success is its traditional hand-made almond cookies grilled over charcoal.


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 Freshly baked almond cookie


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The old shop exterior of Pastelaria Chui Heong 

(photo provided by company)


Baking with heart over three generations

        Pastelaria Chui Heong started as a family-run workshop. The founder, Lei Kai U took over the baking and his wife, Lai Oi Chan took care of the sales. Currently, "Pastelaria Chui Heong" is jointly managed by the second generation, Lei Chi Iong and the third generation, Lei Chon Meng. “The older generation learnt to bake from masters in Zhongshan and started the family business in Macao. Initially, the aim was to feed the family, but the dedication to making baking goods gradually built up a reputation in the market.”

 

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Second generation of Pastelaria Chui Heong, Lei Chi Iong (right), and the third generation, Lei Chon Meng (left)


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Founder Lei Kai U (middle)

(photo provided by company)


Well-selected ingredients and exquisite baked specialty

        The hand-made almond cookies grilled over charcoal from Pastelaria Chui Heong are made with quality ingredients such as American almonds, mung bean flour, sugar, vegetable oil and peanut butter. The baker fills the moulds with the well-mixed ingredients and shapes them the cookies by hand and places them in the charcoal stove, which is at the suitable temperature and bakes the cookies until they are golden brown. Meanwhile, the bamboo sieve, in which they are baked, is shaken from time to time to ensure that the almond cookies are cooked evenly. At its peak, the shop can make up to 5,000 almond cookies daily. Another signature product is egg-yolk almond cookies. Well-selected salted egg-yolks will be diced, pounded, rolled and a thin slice of fatty pork will be incorporated into the cookies bringing out the rich aroma of lard. Other products from Pastelaria Chui Heong, buttermilk walnut cookies, phoenix rolls, peanut candies and egg cookies and so on are also very popular.

 

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Lei making egg-yolk almond cookies

(photo provided by company)


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Baker putting almonds into the cookies mould


Making the best of online sales channels and aiming at breakthrough in sales

        In order to further adapt to the new trends of retail, Lee has started to expand gradually in to the online market. He has already set up his own online shop and is actively operating an online social platform to sell his products to Hong Kong. He hopes to overcome customs and logistic problems and be able to sell his products on the Mainland market in the future.

         

        As one of the many exhibitors in Macao Ideas, an exhibition centre established by the Macao Trade and Investment Promotion Institute (IPIM), Pastelaria Chui Heong hopes to actively participate in the MICE events organised by IPIM in the future, continuing to promote "Macao Brand" through the online and offline promotion channels of Macao Ideas.


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Renovation of the old shop


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Interior of the new shop


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Attracting many visitors to the shop

(photo provided by company)


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Promoting the brand by attending exhibitions 

(photo provided by company)


Contact Chui Heong


If you are interested in discussing co-operation with the above-mentioned company, please contact the staff of “Macao Ideas” during office hours.

Tel.: 

Ms Cheang +853 8798 9124

Ms Chong +853 8798 9106

Email: 

fionacheang@ipim.gov.mo 

elizachong@ipim.gov.mo