Some returns are more fragile than the nostalgia that inspires them. Cinnabon, the American cinnamon roll chain that once left Singapore in 2002, came back in February 2023 with three locations across the city's most prominent malls — only to find that sentiment alone could not sustain a business in one of the world's most competitive food markets. On September 22, its last remaining outlet at Ion Orchard will close, quietly ending a three-year attempt to belong again to a place that had moved on.