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Our Humble Beginnings


Imperial Premium Seafood is a trademark of De Cheng Xin Xing Trading Pte Ltd, which was established since 1947. It is currently

run by third generation of owners.


Timeline Of Events

1947 - Mr Goh Joo Meng together with several of his partners set up a provision and grocery shop at 31 New Market Road selling provisions and groceries to

retailers and wholesalers. The grocery shop was named Teck Seng Sin Heng.

At that time, most of our customers were from popular Teochew restaurants like Tai Seng, Ban Seng and bakeries like Tai Thong Kok, Sin Tong Nam,
Thye Lee and Ee Tin.

The company was later renamed to De Cheng Xin Xing when it moved to 71 New Market Road in 1986. Mr Goh Watt Heng, the son of Mr Goh Joo
Meng then took over the reins of the company.


1950 - Three years later, the company was privatized and once again moved to Blk 2 Tew Chew Street #01-03 Ellenborough Market. 

From that location, the business grew from just a provision and grocery shop to providing delivery services to various food outlets and restaurants.

1997 Our operations moved to 321 Victoria Street Wholesale Centre.

It was then that we started to import goods directly from various countries like China, Hong Kong, Thailand, Vietnam, Indonesia and Australia.

2009 - Our sister company, Yi Qiang (Import & Export) Trading Pte Ltd was later set up by Mr Goh Watt Heng’s son, Mr Andrew Goh Yiu Ngee, to focus on

import and export activities and provide foodservice solutions (groceries and provisions) to mainland Chinese restaurants and food eateries. 

For more than 6 decades, our company has grown from a humble grocery and provision shop to a formidable wholesaler and food services provider.
2012 - We moved to 101 Kallang Avenue #01-10 as 321 Victoria Street Wholesale Centre had to be demolished to make way for the construction of North-South
2018 - To better serve the needs and remain accessible for our regulars and long time customers, we opened our first flagship premium seafood store at 169
Bencoolen Street in Dec 2018. It offers a wide range of finest seafood products and other premium dried goods where our customers can take their time
to browse in a comfortable and spacious setting.     


2016 - We started our first foray into Food & Beverage business by starting our first franchisee; Chateraise outlet in Chinatown Point. We have since have 15

outlets in various parts of Singapore. We are one of the largest Chateraise franchisee owner in Singapore.  

2018 - Our own King of Hotpot brand was started at Punggol Oasis.

2020 - Fu Qi Chinese themed restaurant, Grilled Fish, Fragrant Spicy Crab was added to our F&B business.

2021 - Sweet Symphony(甜多多), Japanese fusion theme local style dessert store was started in Stars of Kovan. At the same year in June, we created a

takeaway duo concept of dessert and "Chongqing xiao mian" - XiangDuoDuo(香多多) stall to cater for busy individuals who enjoy a quick, satisfying and yet

nutritious meal. Customers can also enjoy a cool and refreshing treat to beat the heat of our local climate. 




For more details, please visit our F&B sites as below: 





Our Brands



Flagship Store

Tel: (+65) 6253 1189

169 Bencoolen Street S(189640)

Retail Outlet

Tel: (+65) 6396 0237 / 6275 6474

101 Kallang Avenue #01-10/11 Victoria Wholesale Centre S(339508)   


Tel: (+65) 6298 8905 / 6298 4559

1775 Geylang Bahru, Kallang Distripark #01-01/02/03 S(339704)   

Chinatown Point

Tel: (+65) 64447262

133 New Bridge Rd #01-40 
Chinatown Point S(059413)

Opening Hours: 10AM - 10PM

Parkway Parade

Tel: (+65) 62437130

80 Marine Parade Rd #03-30B Parkway Parade S(449269)

Opening Hours: 10:30AM - 9:30PM

Compass One

Tel: (+65) 63865436

1 Sengkang Sq #03-39/40/41  Compass One,S(545078)

Opening Hours: 10AM - 10PM 

Toa Payoh HDB Hub

Tel: (+65) 62660858

Blk 490 Toa Payoh Lor 6 #01-15 HDB Hub S(310490)

Opening Hours: 9AM - 9PM 

Jurong Point

Tel: (+65) 62544318

1 Jurong West Central 2 #B1-21 
Jurong Point Shopping Centre S(648886)

Opening Hours: 10:30AM - 10PM

Great World City

Tel: (+65) 63655366

1 Kim Seng Promenande #01-116 Great World City, S(237994) 

Opening Hours: 10:30AM - 9:30PM

Oasis Terrace

Tel: (+65) 62448481

Blk 681 Punggol Dr #02-11 Oasis Terrace S(820681)

Opening Hours: 10:30AM - 10PM 

Hillion Mall

Tel: (+65) 62662056

17 Petir Road, #B1-44 Hillion Mall S(678278)

Opening Hours: 10AM - 10PM 

Kampung Admiralty

Tel: (+65) 62525423

Blk 676 Woodlands Dr 71 #01-08 Kampung Admiralty S(730676)

Opening Hours: 10AM - 10PM

Seletar Mall

Tel: (+65) 69049582

33 Sengkang West Ave #B2-19/20 Seletar Mall S(797653)

Opening Hours: 10:30AM - 10PM 

Hougang Mall 

Tel: (+65) 62437074

90 Hougang Ave 10, #02-18,Hougang Mall, S(538766)

Opening Hours: 10AM - 10PM 

Thomson Plaza

Tel: (+65) 65189088 

301 Upper Thomson Road #01-02 Thomson Plaza,S(574408) 

Opening Hours: 10AM - 10PM 

Clementi Mall

Tel: (+65) 66944612

3155 Commonwealth Ave West #B1-03/04 Clementi Mall S(129588)

Opening Hours: 10AM - 10PM

Yew Tee Point

Tel: (+65) 62351566

21 Choa Chu Kang North 6 #B1-41 Yew Tee Point S(689578)

Opening Hours: 10AM - 9:30PM


IMM Building

Tel: (+65) 6970 8302 

2 Jurong East St 21 #01-49 IMM Building
Singapore 609601(opening in Jan 2022)

Opening Hours: To Be Announced! 

Stars of Kovan

Tel: (+65) 6970 8302 

988 Upper Serangoon Road #01-22
Stars of Kovan Singapore 534733)

Opening Hours: 
Sunday to Thursday - 1pm to 12am
Friday and Saturday - 1pm to 1am


Compass One

Tel: (+65) 6214 0814 / 8028 0308

No. 1 Sengkang Sq, Compass One, #02-31 Singapore 545078 

Opening Hours: 12PM - 10PM 

Oasis Terrace

Tel: (+65) 6442 4660

Blk 681 Punggol Dr #04-02/03, Oasis Terrace Singapore 820681

Opening Hours: 12PM - 12AM (We're closed on Mondays!)