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Details 18 December 2020
Shi Hui Yuan began as a humble hawker stall at Mei Ling Market in 1969. Famed for its collagen-rich gravy and nutrient-loaded herbal braising sauce that has been cooked uninterrupted for the last 30 years, the brand built its pool of regular customers who return for the delicious and inimitable dishes over the years.
With Shi Hui Yuan’s owners coming of retirement age, the team saw an opportunity to forge a business partnership to preserve local heritage food and to grow the brand for more people to enjoy the uniquely Singapore flavour. It subsequently embarked on a brand transformation journey, which ultimately saw it winning the silver award for Excellence in Marketing Transformation and bronze for Excellence in Shopper Marketing in this year’s Marketing Excellence Awards.