Brand Story
Our founder, Mr. Seah Boon Lock, was an ambitious young man with a strong entrepreneurial spirit.
Over 30 years ago, he ran a small duck rice stall in the Sembawang kampong area, driven by his mission to serve quality food to people from all walks of life.
Today, Yew Kee Group has grown into a diverse portfolio of both Non-Halal and Halal brands, including Yew Kee Duck Rice, Yew Kee Specialities, XO Minced Meat Noodle, My Kampung, My Kampung Chicken Rice, Kampung Kopi House, CHICHA San Chen, Victoria Bakery, and PastaGo — continuing our heritage of good food and warm hospitality.
1961
The story began in 1961, when family patriarch Mr Seah Teck Yew started selling braised duck rice from a humble pushcart stall in Nee Soon, with the support of his nine children.
1987
2000
Our first XO Minced Meat Noodle was established in year 2000 at Newton Food Centre.
2002
Our founder successfully grew Yew Kee Duck Rice to 15 outlets.
2003
Opening of our first Yew Kee Duck Rice standalone food shop at Liang Seah Street.
2006
To support growth and the expansion of its brands, the Group established its headquarters and upgraded its central kitchen at 32 Woodlands Terrace.
2013
Yew Kee Duck Rice was awarded the 2013/2014 Singapore Brands Awards by the Singapore Brands Entrepreneurs’ Alliance (SBEA).
2016
Yew Kee Duck Rice was first awarded the Tasty Singapore Brand Ambassador Award by International Enterprise Singapore, Singapore Food Manufacturers’ Association, Singapore Manufacturing Federation and Restaurant Association of Singapore.
2016
2017
• Opening of our first My Kampung halal food concept at Junction Nine.
• Opening of our first Kampung food court at the Singapore Institute of Management.
2017
Yew Kee Duck Rice was awarded both the Top 10 Braised Duck Rice Award and SPBA-Heritage Brands Award.
2019
• Opening of our first Fine Food food court at the National University of Singapore.
• Signing of our Master Franchise Agreement with Fang Yuan F&B International Co., Ltd.
2019
Opening of our first CHICHA San Chen flagship store at 313@somerset.
2022
• We underwent a group-wide rebranding from “Yu Kee” to “Yew Kee” to better reflect our heritage and history.
• In the same year, Yew Kee Duck Rice was awarded the Hawker Heritage Award by the Federation of Merchants’ Association of Singapore.
2022
Opening of our first PastaGo store at JCube Shopping Mall.
2022
Opening of our first PastaGo store at JCube Shopping Mall.
2022
CHICHA San Chen was ranked No.1 for two consecutive years 2022-2024 by The Straits Times for Best Customer Service Category in the catering, restaurants and leisure industry.
2023
• Successfully listed on the Catalist Board of the SGX-ST.
• Created a new brand, Kampung Kopi House, selling halal, familiar local all-day breakfast such as Traditional Toast, home-made desserts, Nanyang Coffee and many more.
2023
Showcased at the Singapore Food Festival 2023 with an exclusive menu, a collaboration between Yew Kee Duck Rice and PastaGo.
Bringing together Yew Kee’s braised duck with the contemporary flavours of PastaGo, serving up dishes such as Pasta Fries served with a spicy dipping sauce infused with Yew Kee’s Speciality Chilli, Truffle Cream Sauce and Braised Duck on Kway Teow and more.
2024
2024
• The Group clinched the Master Franchisee rights for CHICHA San Chen in the Macau SAR.
• In the same year, we launched our first CHICHA San Chen flagship store at The Londoner Macao, spanning nearly 2,000 sqft.
2025
Yew Kee Duck Rice was awarded the Top Influential Brands Award – Local Cuisine Category.
2026
Our Headquarters at 32 Woodlands Terrace entered a two-year transformation, with operations temporarily relocated to Woodlands Square.