We are an importer, exporter and wholesaler of provision goods, canned food, rice,
sugar, general foodstuff, and selected dried seafood

About Us

For more than 6 decades, De Cheng Xin Xing Trading Pte Ltd has grown from a humble grocery and provision shop to a formidable wholesaler and food services provider.

A business partner with Unilever, we are also the first batch of SIS sugar distributors (wholesalers) and Calmex Abalone. We offer local brands that are competitive to the market due to our bulk purchase of goods.

De Cheng Xin Xing Trading Pte Ltd also import our own brands of cooking oil (Heng brand), bee hoon, chinese cooking wine (Heng brand), canned abalone (Imperial brand), chinese herbs and spices (Happy Dolly brand), dried ikan bilis, dried shrimps and fish maw (Happy Dolly brand).

We strive to maintain our quality products at wholesale prices, earning us a group of regular customers who enjoy quality products at lower prices.

Mission Statement

We aim to provide a one-stop food services supplier for Chinese cuisine restaurants and food outlets.

Our Humble Beginnings

In 1947, Mr Goh Joo Meng together with several of his partners set up a provision and grocery shop at 31 New Market Road at 31 New Market Road selling provisions and groceries to retails and wholesalers. The grocery shop was named Teck Seng Sin Heng.

At that time, most of our customers were from popular Teochew restaurants like Tai Seng, Ban Seng and bakeries like Tai Thong Kok, Sin Tong Nam, Thye Lee and Ee Tin.

The company was later re-named to De Cheng Xin Xing when it moved to 71 New Market Road at 1986. Mr Goh Watt Heng, the son of Mr Goh Joo Meng then took over the reins of the company.

Three years later, the company was privatized and once again moved to Blk 2 Tew Chew Street #01-03 Ellenborough Market. From there, business grew from just a provision and grocery shop to providing delivery services to various food outlets and restaurants.

In 1997, our operations moved to 321 Victoria Street Wholesale Centre. It was then that we started to import goods directly from various countries like China, Hong Kong, Thailand, Vietnam, Indonesia and Australia.

Our sister company, Yi Qiang (Import & Export) Trading Pte Ltd was later set up in 2009 by Mr Goh Watt Heng’s son, Mr Andrew Goh Yiu Ngee, to focus on import and export activities and provide food service solutions (groceries and provisions) to mainland Chinese restaurants and food eateries.

For more than 6 decades, our company has grown from a humble grocery and provision shop to a formidable wholesaler and food services provider.