About see hoy chan

More than half a century of delivering quality and innovation to your home.

  • 1930s

    Founder Dato Teo Hang Sam sets up an eggs business in Central Market, Kuala Lumpur, with sons, Soo Chuan, Soo Cheng and Soo Pin.

  • 1940s

    With the arrival of World War II, the enterprising Teo men focused on supplying eggs to camps and hotels, while slowly building up their nest egg. Before the end of the war, the Teo family buys a plot of land with their savings.

  • 1950s

    The Teo family incorporates See Hoy Chan in Kuala Lumpur, Malaya, trading in produce such as rubber, copra, maize, and pulses.
    See Hoy Chan Singapore is incorporated with son, Soo Chuan, put in charge. The Singapore branch further expands the range of commodities on offer to sugar, animal feeds and rice.
    They begin to import rice from Thailand, and eventually move from Cecil Street to Carpenter Street.

  • 1960s

    In tandem with Singapore’s vibrant entreport trade, See Hoy Chan expands domestic trade overseas to international customers. Mr Teo Soo Chuan signs the company’s largest contract with its Burmese partners to become largest rice exporter from Burma to third world countries.
    See Hoy Chan together with other local entrepreneurs, joins the Singapore government in setting up The Sugar Industries of Singapore (SIS).
    See Hoy Chan noticed a trend towards better quality fragrant rice, and begin to import from Soon Heng Lee. Brands such as Ang Sai See, Red Field, as well as a 100% white rice brand, Yellow Field, were brought in for local consumers.
    Incorporates See Hoy Chan (S) Pte Ltd after Singapore gains independence in 1965.

  • 1970s

    Soon Hua Seng, a Thai rice supplier, approaches See Hoy Chan for assistance in setting up its rice mill in Thailand. We oblige and start importing their well-known rice brand, Red Carp, Red Kangaroo and Golden Jade Ring. See Hoy Chan chose to import in 50kg bags, rather than the standard 100kg bags of the time. The 50kg bags proved to be popular with many of our customers, and were a step towards smaller useable packs.

  • 1980s

    With the arrival of modern supermarkets, See Hoy Chan recognised the impact of supermarkets on Singaporean grocery buying habits. They revolutionalise the sale of rice by creating and packing 1, 5, 10kg retail packs for easy delivery to the supermarkets, shelf stacking, and customer’s purchase.
    See Hoy Chan also initiates a business relationship with Chia Meng Group, a well-known rice miller in Thailand, for its Golden Phoenix brand.
    In the late 1980s, we change our company name to See Hoy Chan (1988) Pte Ltd.

  • 1990s

    See Hoy Chan becomes one of the biggest importers of 1, 5, 10 and 50kg Golden Phoenix rice, selling to wholesalers, supermarkets, mini-marts and provision shops.

  • 2000s

    With the new millennium, See Hoy Chan starts a home delivery service, HomeDirect. HomeDirect is a free home delivery service that brings quality to your doorstep.
    In January 2003, Heavenly Rice was launched. Originally named Heavenly Grade-A Thai Hom Mali Rice, The brand was launched with independent roadshows outside Wheelock Place and at Ngee Ann City.
    We expand the Heavenly range to include the very popular Heavenly Brown rice and seasonal item, Heavenly New Crop rice. Our rice brand is sold at Cold Storage group and through our HomeDirect home delivery channels.
    Golden Tiger is launched at supermarkets as 3rd tier rice brand for the price conscious not-so-fussy rice consumer
    See Hoy Chan also begins to build a business relationship with hawkers and Food & Beverage (F&B) outlets by selling our 50kg rice brands, Heavenly Rice and Golden Phoenix, directly to them.

  • 2010s

    We rename Heavenly Rice – Heavenly Premium Hom Mali Rice, and expand our Heavenly range once again to include Heavenly Standard Hom Mali Rice. Heavenly Standard rice is a fragrant rice brand targeted at middle-income families during the tumultuous late 2000s to early 2010s.
    Heavenly Brown rice fast becomes a rice staple for many health conscious families, and even some health food eateries.
    See Hoy Chan continues to build on its F&B business by importing Vietnamese and Cambodian Fragrant and White rice to suit the price points of its many customers. We also expand into delivery Heavenly vegetable oil to our F&B outlets. Recognising the space constraints of our F&B customers, we begin to deliver rice in 25kg bags.
    See Hoy Chan moves from Carpenter Street to its current warehouse location on Pasir Panjang Road.