Exhibiting at Thaifex - Anuga Asia 2025

Bee Cheng Hiang Hup Chong Foodstuff Pte Ltd is one of Asia’s most iconic and enduring food brands, known for its traditional Chinese-style meat snacks, particularly bakkwa (barbecued meat). Founded in 1933 in Singapore, the company has grown from a single street-side stall into a globally recognized brand with a presence in over 13 countries.

Company Overview

With over 90 years of heritage, Bee Cheng Hiang combines traditional recipes with modern food safety and processing technologies. The company has established itself not only as a household name in Singapore but also as a significant player in the global premium meat snack market. Its vertically integrated operations cover the entire value chain—from production and packaging to retail and international distribution.

Product Offerings

Bee Cheng Hiang’s product range is anchored around meat-based delicacies, particularly:

• Bakkwa (Barbecued Meat)

  • Traditional Pork Bakkwa
  • Gourmet Bakkwa
  • Chilli Gourmet Bakkwa
  • Satay Coin Bakkwa

• Meat Floss

  • Pork Floss
  • Chicken Floss
  • Fish Floss

• Snacks

  • Crispy Pork Floss
  • Prawn Rolls
  • Mini EZ Cheese
  • Cuttlefish

• Seasonal & Specialty Items

  • Chinese Sausages
  • Mooncakes
  • Glutinous Rice Dumplings

These products are manufactured under strict hygiene and safety standards, ensuring consistent quality across all outlets and export markets.

International Presence

Bee Cheng Hiang has expanded significantly from its Singaporean roots. The company now operates in:

• 13+ Countries
  • Including China, South Korea, Hong Kong, Taiwan, Malaysia, Indonesia, Thailand, Japan, and France
• Over 370 Outlets Globally
  • Including flagship stores in Shanghai, Seoul, and Paris

Manufacturing & Capabilities

• Facilities: Modern production facilities in Singapore, China, and Malaysia
• Certifications:
  • ISO 22000
  • HACCP
  • HALAL (select products)
• Production Capacity: Estimated to produce several thousand tons of meat products annually, ensuring high volume export capacity

Unique Selling Proposition (USP)

• No Added Preservatives: Commitment to natural ingredients has become a brand cornerstone
• Charcoal Grilling: Traditional grilling method is maintained for authenticity and flavor
• R&D Innovation: In-house development of new flavors and snack formats to cater to evolving consumer preferences
• Retail Experience: Stores designed to promote interactive and sensory engagement, including live grilling stations

Financial Performance

As a privately held company, detailed financial data is not publicly disclosed. However, according to trade and industry analysts:

• Estimated Annual Revenue: SGD 200+ million
• Export Markets Contribution: Accounts for over 40% of total sales, driven by China and Southeast Asia

Shipment and Trade Activity

According to global export tracking platforms:

• Export Destinations: Over 20 countries
• HS Code: 1601.00 (Prepared or Preserved Meat)
• Export Volume: Thousands of tons of bakkwa and related products annually
• Consignments: Over 300 verified shipments annually through platforms like ImportYeti and Volza

Target Market

Bee Cheng Hiang’s core target audience includes:

• Ethnic Chinese communities globally
• Health-conscious snack consumers
• Premium gourmet snack buyers
• Tourists seeking authentic Singaporean delicacies

The brand also has strong appeal during seasonal periods like Lunar New Year, when bakkwa is a traditional gift item.

Certifications & Quality Assurance

The company has invested heavily in quality control and international certification:

• ISO 22000 and HACCP certified facilities
• HALAL certification for selected markets and SKUs
• Strict QC protocols at every stage—from raw meat sourcing to final packaging

Customer Testimonials

Numerous reviews highlight the brand’s consistent quality, nostalgic taste, and product variety. Singaporean expatriates and tourists frequently express brand loyalty and emotional attachment to Bee Cheng Hiang products.

• Google Reviews (Singapore Flagship): Average rating 4.5+ with over 1,000 reviews
• YouTube Testimonials: Featured in multiple food review and travel channels as a “must-try” Singaporean delicacy

Awards & Recognition

• Singapore Prestige Brand Award (SPBA) – Heritage Brand
• Top Brand for Bakkwa by multiple consumer survey platforms in Singapore and Malaysia
• Retail Asia-Pacific Top 500 Awards

Bee Cheng Hiang has successfully preserved its heritage while scaling internationally, thanks to its focus on quality, tradition, and customer trust. Its ability to evolve with modern consumer trends while staying true to its roots is a key factor behind its sustained global growth.