now, singapore is a rich country. a lot of rich people live here. why can t you charge as much money for this traditional food as the french charge for french food? what do you think? why won t singaporeans pay? actually, just a couple of months ago, we go through some of our old photos, and there s one photo that is like almost 20 years ago. there s a price list. they re selling their fried rice at $3 a pack. right now, we are selling $4. 20 years later. $1 more. why? singaporeans love food. i think there s like a bond between us and the customers, so he doesn t want to increase the price. you know your customers. you have a lot of regulars. yeah. a lot of them have seen us growing up, the three of us, and we see their kids growing up. so i think there s a different kind of bond between us and the customers.