Our Humble Beginnings

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 Highway. 

   

  

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: 

https://www.fuqigrilledfish.sg/

https://www.sweetsymphony.sg/

https://www.xiangduoduo.sg/

  

Our Humble Beginnings

    

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 Highway. 
  
       
     
 
  
          
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: 

https://www.fuqigrilledfish.sg/

https://www.sweetsymphony.sg/

https://www.xiangduoduo.sg/