Hey Sugar operated as a halal-certified cafe specialising in waffles and ice cream at 818 Choa Chu Kang Avenue 1 #01-06, positioned opposite Keat Hong LRT Station at Keat Hong Mirage. The cafe offered an irresistible selection of flavours and toppings, from classic options like strawberry and red velvet to unique choices including charcoal waffles and earl grey. Customers could enjoy ice cream in various formats: cup, cone, cone bowl, or paired with waffles, fudge brownies, or molten lava cakes.
The establishment gained attention for its Instagram-worthy interior featuring spacious seating and pastel pink decor, appealing to social media-conscious diners seeking photogenic dining environments. The cafe operated from 1pm to 10.30pm, targeting the afternoon and evening crowds seeking desserts and sweet treats. The value-for-money waffle and ice cream sets attracted families and young diners in the Choa Chu Kang neighbourhood.
The halal certification ensured Muslim families could enjoy the cafe's offerings without dietary concerns, filling a niche for halal-certified Western-style dessert cafes in the western part of Singapore. The location near the LRT station provided convenient access for both neighbourhood residents and visitors using public transportation.
However, Hey Sugar permanently closed on July 28, 2025, as announced via their Instagram account. The closure reflects the challenges facing dessert-focused cafes in Singapore's competitive F&B landscape, where high rental costs and changing consumer preferences can impact sustainability. Whilst operational, Hey Sugar demonstrated how specialty dessert cafes could serve neighbourhood communities by providing accessible, halal-certified sweet treats in attractive settings.