Building bridges while breaking bread

Founded by a mother-son duo, Jupiter 57 is an importer and distributor of Italian confectionery in Singapore. Their journey began with Panettone and stands as a testament to how persistence and passion can turn an unfamiliar treat into a local favourite.

Born to an Italian mother and an Iranian father, Jahan Rezai grew up in the UK before moving to Singapore with his family. In 2004, he began working alongside his mother Giuseppina at Jupiter 57 with one mission in mind: to introduce the iconic Italian sweet bread, Panettone, to the Singaporean market. 

But there was one major challenge—most people had never heard of Panettone. Customers would often ask whether it was a bread or a cake, a seemingly simple question that revealed just how unfamiliar and foreign the product was to local consumers. Some even thought the family was a bit crazy for trying to sell it in the Lion City.

The first hurdle for this mother-and-son team was education. Giuseppina tackled it head-on, offering free samples at public events while sharing the rich Italian traditions behind the treat.

Today, Jupiter 57 is thriving and has expanded into neighbouring countries. According to Jahan, their success lies in the fact that they’re not merely selling food—they’re sharing Italian culture. That has always been their primary mission. They chose Panettone because it is a cherished Italian holiday treat, particularly at Christmas.

In Italy, Panettone is more than just a cake. Its distinctive dome shape is said to resemble a church dome, while its light, airy texture—in contrast to heavier breads—is achieved through slow fermentation, symbolising the virtue of patience and time. It’s typically shared among family and friends during the holidays, representing warmth, generosity, and the joy of Italian hospitality. The craftsmanship involved in making it reflects the pride and heritage of Italian culinary traditions, linking generations through festive celebration.

Building on the success of Panettone, Jupiter 57 now offers a curated selection of other authentic, traditional Italian confectionery. In an age of mass production, they are highly selective—each product must be handmade or come with a significant history. Their goal is simple: to ensure customers are purchasing a genuine taste of Italy. 

Their commitment to authenticity extends beyond the selection of products. At their showroom, customers are invited to sample the goods, enjoy a coffee, and engage in conversations about Italian culture. Jahan believes that building a personal connection with customers is essential. He takes pride in the fact that customers keep coming back and often recommend Jupiter 57 to friends.

Jahan credits his mother for much of the inspiration and perseverance behind their business’s success. Despite early doubts from others, Giuseppina remained unwavering in her mission to share her heritage. Having left Italy many years ago, offering a piece of her culture to Singaporeans became a deeply personal and motivating endeavour.

Working alongside his mother taught Jahan the value of generosity and service. He adopted her practice of offering free samples, and now applies those values with his own team, believing that sincerity and patience build a strong reputation over time.

Looking ahead, Jahan understands that introducing Panettone in other Southeast Asian markets will bring similar challenges. Cultural education and exchange will be a key strategy, supported by events and tastings to connect people through food.

Reflecting on their journey—from a single product to an expansive range of Italian confectionery—Jahan offers this advice to new entrepreneurs: be patient and have a clear sense of purpose. Success often takes time, especially when introducing something new or unfamiliar, so never losing sight of your mission is essential.

Through Jupiter 57, Jahan and Giuseppina have brought a taste of Italy to Singapore, demonstrating how food can be a powerful medium for cultural exchange and appreciation. Their story is a compelling example of how different cultures can come together through something as simple as a slice of traditional sweet bread.