It seems the cupcake craze sweeping the world recently is more profitable than a career in radio.

In 2011, former Singaporean radio jockey Daniel Ong gave up a job as PD and personality on MediaCorp youth station 987FM to start the specialist bakery Twelve Cupcakes.

He took his wife, actress and former Miss Singapore Universe Jaime Teo’s passion for baking and turned it into a succesful business.

The couple even made the first 10,000 cupcakes at their first store in Singapore’ United Square.

They’ve since opened eleven other outlets across Singapore and have 30 stores in six Asian countries.

Recently, the couple sold their 3 millionth cupcake.

Ong, who used to host 987FM’s Morning Show, once said he would only return to radio to host a show on Singapore’s flagship station Class 95 if asked.

But when contacted by Asia Radio Today last week, he said he had retired from showbiz and says business is his “new calling”.

THIS STORY WAS UPDATED ON JANUARY 19 WITH COMMENTS FROM DANIEL ONG