Sheng Siong Group Ltd. (

Chinese Chinese can refer to: * Something related to China * Chinese people, people of Chinese nationality, citizenship, and/or ethnicity **''Zhonghua minzu'', the supra-ethnic concept of the Chinese nation ** List of ethnic groups in China, people of va ...

: 昇菘集团) is the parent company of Sheng Siong Supermarket Pte Ltd, commonly known as Sheng Siong, the third largest chain of

supermarket A supermarket is a self-service Retail#Types of outlets, shop offering a wide variety of food, Drink, beverages and Household goods, household products, organized into sections. This kind of store is larger and has a wider selection than earli ...

s in Singapore. The supermarket chain also airs its own television variety programmes named "The Sheng Siong Show".

History

Sheng Siong is a chain of supermarkets in Singapore founded by Mr Lim Hock Chee and his two brothers, Mr Lim Hock Eng and Mr Lim Hock Leng. Mr Lim Hock Chee is also the current

CEO A chief executive officer (CEO), also known as a central executive officer (CEO), chief administrator officer (CAO) or just chief executive (CE), is one of a number of corporate executives charged with the management of an organization especially ...

of Sheng Siong. The Lim family moved to another farm in Punggol in the 1970s. Years later, the farm experienced an excess supply of pigs, thus Lim Hock Chee and his wife rented a small section within a Savewell provision store in Ang Mo Kio to sell the chilled pork from their pig farm in 1984. In 1985, following the move to phase out pig farming by the Singapore Government, the Lim brothers ventured into the retail business by launching Sheng Siong's foremost operation in a single

shophouse A shophouse is a building type serving both as a residence and a commercial business. It is defined in dictionary as a building type found in Southeast Asia that is "a shop opening on to the pavement and also used as the owner's residence", a ...

unit, (in the same Savewell store premises in which Lim Hock Chee was selling pork, after the Savewell chain faced financial trouble and had to let go of its stores) together with an ex-Savewell managerial staff. Sheng Siong has since evolved into a chain of 37 stores, mainly

s, in Singapore. The store initially focused on providing a wide range of no-frills products and increased sales by accepting lower profit margins. Other cost-saving measures included employing less staff and avoiding the use of in-house plastic bags. Sheng Siong has been awarded top 500 retail enterprises in 2007 and became the third-largest retailer in Singapore. The company has also been awarded as Superbrands Singapore from 2008 to 2014. Sheng Siong Group Ltd. is publicly listed at the SGX (code: OV8) since 17 August 2011. As of July 2014, the Lim brothers have a net worth of $545 million and are ranked 45th on the Forbes Singapore's 50 Richest list. In October 2013, Sheng Siong received the Solar Pioneer Award for its efforts to become a more environmentally-friendly business.

Publicity

The supermarket chain has also launched its own television variety programmes named "The Sheng Siong Show" on Channel 8 (first premiered on 13 May 2007) and "Sheng Siong Live!" on Suria (since 2009) broadcast in Singapore, usually on weekends during prime time. "The Sheng Siong Show" is hosted by Dasmond Koh and Kym Ng, and both shows aims to generate publicity and sales promotion for Sheng Siong. The show first premiered on 13 May 2007 and ongoing for its 14th year with 28 seasons airing since. During the show's run, over $15 million was awarded through various game segments, such as in-studio games, karaoke competitions, outdoor cooking (hosted by a correspondent with one shopper winning $888), phone-in hundredfold (contestants have a chance to win 50, 60, 80 or 100 times of the receipt's purchase) and the weekly thousandfold cash reward (300, 400, 500 or 1,000 times the purchase). On an episode aired 12 January 2019, Chen Si Jie (

: 陈思洁) became the programme's largest winner in the show history after winning $193,400 during the thousandfold cash reward segment, and Chen was the third known largest winner in any Singaporean game show's history, behind Wu Huixin (

: 吴惠欣) from '' Don't Forget The Lyrics'', and Steven Tan from '' Who Wants to Be a Millionaire?'', who respectively won $200,000 and $250,000.

Philanthropy

In 2012, Sheng Siong received the Merit Award from the

People's Association The People's Association (PA) is a statutory board under the Ministry of Culture, Community and Youth (MCCY) of the Government of Singapore that oversees neighbourhood grassroots communities and social organisations. Established in 1960, it wa ...

Community Spirits Award in recognition of its committed efforts in reaching out and contributing to the community. From 2009 to 2014, Sheng Siong was a benefactor for

Singapore Red Cross Society The Singapore Red Cross (SRC), formally the Singapore Red Cross Society, is a humanitarian aid and community services charity in Singapore. The SRC is a national member of the Federation of Red Cross and Red Crescent Societies (IFRC) and Internati ...

's Project R.I.C.E which reaches out to underprivileged families by gifting them with rice during Chinese New Year. The public could buy rice vouchers at a reduced price at any Sheng Siong outlet to support this initiative. Sheng Siong raised the most rice at 111,813 kg in 2013. On an ''The Sheng Siong Show'' episode aired 28 December 2019, Sheng Siong donated $121,700 to the SPD organization during the ''Thousandfold Cash Reward'' game segment after a contestant withdrew from participation prior to the live episode. Sheng Siong became a supporter for SPD since 2012.

Milestones and awards

Some of Sheng Siong's milestones are listed below: Selected awards achieved:

Notes

References

External links

* {{Singapore supermarkets Supermarkets of Singapore Retail companies established in 1985 Companies listed on the Singapore Exchange Singaporean brands Singaporean companies established in 1985