Working from home has allowed more time to enjoy breakfast or brunch, where a simple bowl of warm rice porridge can be paired with a variety of flavourful side dishes every day. Marking a fresh start for gourmet enthusiasts in Thailand, the legendary Singaporean brand Bee Cheng Hiang has officially returned, bringing freshly grilled barbecued meat directly from the oven to local diners.
Long recognised by Thais as a premier souvenir from Singapore, Bee Cheng Hiang brings nearly a century of culinary heritage to three prominent Bangkok locations: The Emporium, Siam Paragon and The Mall Lifestore Tha Phra.
Classic tradition in expansion
“We preserve our quality through non-preservative recipes. We focus on building the brand as a clean-label product line to avoid ultra-processed foods (UPFs) toward natural preservation and transparent ingredient sourcing. All meats are marinated in our own sauces and spices imported daily from Singapore and baked freshly at the storefront,” said Jean Ang, Bee Cheng Hiang Group General Manager.
Unlike their first trial in Thailand in the form of franchising with limited packaged product lines, in 2026, Bee Cheng Hiang offers five styles catered to customers’ preferences including classic barbecued meat, a traditional soft and thick sweet-and-savoury barbecued pork, chicken and beef slices, all free of added preservatives, artificial flavourings and colouring.
Following its successful establishment in more than 10 countries, including Thailand, Singapore, Malaysia, Indonesia, China, Korea, Japan, Australia and New Zealand, the brand has revolutionised the delightful meal with new enhancements through flavours and lifestyle.
“For over 20 years of exploring outside Singapore, we have learned and absorbed each market's culture alongside emerging trends in consumption. Innovation in tastes is now our competitive strength alongside the traditional Singaporean heritage of tastes.”
For seasonal and flavoured pork slices, customers are offered innovative regional variations including Satay, Mala, Wasabi and Kimchi flavours.
Delicacy in transformation
"Above all, Bee Cheng Hiang strives to serve products for every occasion, including oven-baked snacks and fusion options for catering."
Following successful expansions across more than 10 countries and territories—including Singapore, Malaysia, Indonesia, China, Korea, Japan, Australia and New Zealand—the brand's return carries both cultural and commercial significance.
During opening remarks, a Singaporean official highlighted the brand’s heritage, noting:
"Singaporean-style barbecued meat and floss do more than just share our local taste with the world. The brand represents adaptation, transformation and cultural identity. While Bee Cheng Hiang is a household name in Singapore, our home market is small. Embracing changes while honouring national heritage is the brand's true legacy."
In Thailand, the growing "mindful indulgence" trend sees consumers seeking balance by enjoying authentic, full-flavour foods made with real, high-quality ingredients rather than low-quality alternatives loaded with fillers. Modern consumers, especially remote workers and younger demographics, frequently replace traditional meals with high-protein mini-meals, meat snacks and bite-sized options (like meat floss, meat chips and mini snack packs) to maintain energy levels and satiety throughout the day.
Supporting this retail milestone, Suphawut Chaiprasitkul, Chief Business Officer for Supermarket & Food (Gourmet Market & Gourmet Eats) at The Mall Group, shared his outlook:
"Bee Cheng Hiang sees great potential in Thailand, whilst we see rising demand for casual snacks, innovative variations and high-quality protein options. This collaboration supports modern consumer lifestyles—making these products daily treats rather than just airport souvenirs. We have allocated prime spaces across our three flagship locations and look forward to further expanding our partnership in the future."
The CBO added, “The collaboration is expected to foster and support a new lifestyle for consumers, where it is no longer just an airport souvenir. With great potential, we provide the brand with large outlet spaces in our three locations and will continue expansion going forward.”
