Duke Bakery S'pore's chocolate bread for Chinese Valentine's Day draws unexpected comparison

A promotional poster for chocolate cheese bread by Duke Bakery inadvertently drew laughs and double takes when it was circulated online.

The bread was an item which appeared in an Aug. 29 promotional post by Duke Bakery for the Qixi Festival, which celebrates romantic love.

The festival, which falls on the 7th day of the 7th lunar month (Aug. 29 this year), is often described as the traditional Chinese equivalent of Valentine's Day.

The Aug. 29 post was captioned,

"Celebrate love, connection, and the little moments that matter most.

Indulge in our Chocola Cheese Bread — rich chocolate, creamy cheese, and a bite that warms the heart.

May your Qixi be filled with sweetness, love, and cherished moments."

Duke Bakery, which originated from Taiwan, currently has 11 outlets in Singapore.

Looks like a turd: Online users

The Facebook post subsequently went viral, with many online users pointing out that the bread's design — brown and elongated — could be easily mistaken as something else.

A few users commented that they initially thought it was an April Fool's joke. Except it would be five months late, of course.

Others, however, felt it could have been a humorous marketing gimmick by the bakery.

It is not the first time the chocolate cheese bread has appeared on Duke Bakery's social media.

In July, it was featured as part of the brand's SG60 promotions.

Duke Bakery's response

In response to Mothership's enquiries, a Duke Bakery spokesperson said that they are aware of the reactions online, where the bread's design and colour have sparked plenty of laughs and comments.

The spokesperson explained that the bread is an existing product that the brand chose to feature for the Qixi Festival, and is not a new launch.

As for its shape, the bread's U-shape design is inspired by the horseshoe, a symbol of good luck.

"We didn’t expect such strong reactions, but we’re glad if it brought some laughs. And [we are] very sorry if it surprised anyone," said the spokesperson.

Top image from Duke Bakery/Facebook