From family hustle to regional rice empire, meet SongHe, S’pore’s rice brand feeding Asia

Rice may be a staple in almost every Asian household, but not every brand manages to stay relevant for 35 years.

One that has is SongHe, a long-standing, homegrown rice brand founded in 1990 by Tong Seng Produce. It has grown from humble origins as a small distributor to one of the region’s go-to rice brands, with its products now found in Singapore, Malaysia, Indonesia, Brunei and beyond.

Now, the second generation leaders have taken the reins. We spoke with siblings Jerry Ng, 38, Managing Director of Tong Seng Produce, and Ally Ng, 29, Marketing Director, on the business’s origins and what it takes to keep a decades old family business relevant in a rapidly changing market.

A humble start

Tong Seng Produce was founded by the siblings’ father, Ng Aik Cheng, together with his brothers. With limited contacts and no credential at the time, the founders had to go from door-to-door, persuading small stores to carry the rice they sourced from Thai manufacturers.

At the time, they distributed the Thai Hom Mali rice in large jute sacks weighing 50 to 100kg, with samples shared directly to let customers judge its quality firsthand. Slowly but surely, the Ng family built a reputation as reliable “rice people.”

“They carried samples with them, asked shopkeepers to cook the rice and taste it for themselves. That’s how they built trust—face to face, one customer at a time,” said Ally.

Within five years, their efforts paid off. The brand gradually became a common sight, stocked everywhere from supermarkets to convenience stores.

Eventually, Tong Seng Produce expanded its operations, building its own factories in Thailand and Cambodia, as well as a one-hectare facility in Singapore. Over the years, the company grew into a regional player that both imports and exports rice across Asia.

To diversify their offerings, it also partnered with manufacturers in India, Vietnam, and Japan, bringing in a wider range of varieties, including basmati and japonica rice.

Today, Tong Seng Produce has over 70 rice brands and products, with SongHe as its flagship brand, available in five markets across the region. While it is best known for Thai Hom Mali rice, the brand also offers a variety of other Thai-origin grains, including riceberry and glutinous rice.

After decades in the business, the first-generation leaders have gradually handed over operations to the second generation, including Jerry and Ally, who are among six second-generation leaders now involved in the company.

Jerry and Ally had been helping out since secondary school, shadowing their father and uncles, making deliveries, and learning the trade, long before they officially joined the company seven to 10 years ago.

Now, together with the rest of the second-generation leaders, the duo are reshaping Tong Seng Produce and its flagship brand, SongHe, for a new era, balancing heritage with innovation.

Reinventing the grain

From a young age, their father instilled in them a strong set of values: never compromise on quality, even if it costs more. This commitment was evident years ago when Tong Seng invested in Singapore’s first chiller warehouse for rice, opting for cold storage over cheaper chemical fumigation to control pests.

That same mindset has guided the second generation’s approach to innovation, especially as consumer habits shift. Ally shared that with the rise of health-consciousness, many around her have chosen to reduce, or even eliminate their rice intake, influenced by diet trends such as keto, paleo, and low-carb.

“It alarmed us to see people avoiding rice completely,” Jerry lamented. The siblings wanted to rewrite that narrative, hence, they sought to create healthier rice options that allow consumers to enjoy their staple without compromise.

The research process was intense and self-funded. Countless prototypes failed. But the siblings were clear on their goal: create a healthier alternative that still tasted like white rice.

They also made sure it met Asian nutritional needs, as they discovered that many enriched rice products overseas didn’t cater to local requirements. In Singapore, for example, many people lack zinc, while women in particular need more folate (Vitamin B9). Iron and dietary fibre deficiencies were also common.

Hence, the brand worked closely with nutritionists and food scientists over three years to develop SongHe Plus, Singapore’s first enriched rice packed with nutrients. It officially launched in May 2025.

Overcoming scepticism

Creating SongHe Plus was a high-tech feat. The team ground regular rice into powder, blended it with nutrients from various plant sources, and reshaped it into grains through extrusion—a process similar to how breakfast cereals are made. These enriched grains were then mixed with Thai Hom Mali rice.

The result is rice that cooks and tastes just like the familiar white variety, but with higher dietary fibre, zinc, iron and vitamin B9 content.

But launching such a product wasn’t easy. Some questioned if SongHe Plus was genetically modified (it isn’t), while others baulked at the higher price point. 

However, with consistent education about the benefits and value of SongHe Plus at roadshows and their social media channels, people grew curious. Supermarkets were eager—some big ones like Fairprice, Sheng Shiong and Giant even vied for exclusivity to stock it, according to Ally. 

So far, the siblings shared that the market response has been encouraging. Consumers curious about SongHe Plus’s benefits are reassured by its taste and cooking familiarity, while nutritionists endorse its immune-boosting qualities.

The rice appeals not only to health-conscious adults but also to households with children and the elderly, offering a convenient way to boost nutrition across all ages.

A family business still growing

In the coming years, the siblings hope to leverage their experience in innovation to develop similar products, expanding the brand’s range while continuing to meet evolving consumer needs.

They also plan to explore markets beyond Asia and have recently taken steps to launch SongHe in Australia.

That said, managing a company with six siblings isn’t always easy, but the Ngs see it as a strength. While each takes charge of different responsibilities, major decisions are made collectively.

“You can be the one with the idea, another the executor, another the manager,” Jerry said. “It can never be one person doing everything. Teamwork and communication are crucial, especially in a family business.”

Ultimately, for the six Ng siblings—who call themselves “the rice people”—their mission remains simple: to ensure rice stays on the table for generations to come.

Featured Image Credit: Tong Seng Produce, lynnkitchenlife via Instagram