Chinatown Bakery, a London-based Hong Kong-style bakery celebrated for its fluffy sponge cakes, has opened its sixth location at Westfield White City and announced plans to launch 20 new sites across the UK within the next five years.
New Westfield store marks milestone
The new store, which opened in July 2026, features a rebranded design with a bright colour palette and neon signs, intended to honour the company's roots while broadening its appeal. Co-owner Simon Tang called the opening a 'proud moment' for the company, noting that the bakery started with one small shop in Chinatown 12 years ago.
'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,' Tang told The British Baker. '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.'
Expansion beyond London
The bakery, founded in 2012, is looking to scale significantly. Tang previously stated the business aims to open 'a little bit further out into London and maybe beyond as well.' While exact locations for the 20 new sites have not been confirmed, the expansion signals a major push beyond the capital.
Chinatown Bakery is known for its incredibly fluffy sponge cakes, filled pork buns, and Japanese Taiyaki – warm fish-shaped cakes filled with custard, Nutella, or red bean paste. The bakery has garnered strong reviews on Tripadvisor and Google, with customers describing it as 'a real gem' and praising the sponge cakes as 'perfect' and 'the fluffiest.'
Customer and critic feedback
One Tripadvisor reviewer, 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. The baked goods are always outstanding, and I love the expansion to taiyaki and bubble tea.'
Another customer, Dadwhoeats, shared: 'Delicious desserts. There was a queue that went reasonably quickly. Worth the wait.'
On Google, Omar Azar commented: 'Chinatown Bakery is a gem in London’s Chinatown, offering a variety of delightful snacks, including their iconic fish-shaped cakes. Watching them being prepared adds a fun and interactive element to the experience.'
Mixed reviews and future plans
However, not all feedback has been positive. Some customers have noted that the food can be overpriced and that the bakeries can become very busy. Despite this, the bakery's fan base remains strong, with many loyal customers visiting regularly.
The new Westfield site is expected to draw millions of visitors annually, and the rebrand aims to attract a wider audience while maintaining authenticity. With 20 new sites planned, Chinatown Bakery is poised to become a major player in the UK bakery scene.
