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Brands For Good Awards 2026

Huay Feng Hang Pte Ltd

198800850G—Singapore

BUSINESS FOR GOODhonouree🇸🇬 Singapore🗓️ Est. 1988

Executive Summary

Established in 1988, Huay Feng Hang Pte Ltd (Huiji) has evolved from a traditional medicine trader into one of Singapore’s most iconic home-grown wellness brands.

The company is renowned for its flagship Huiji Waist Tonic, a product that pioneered the modernization of Traditional Chinese Medicine (TCM) for contemporary consumers.

Under the leadership of Deputy CEO Alex Chow, the brand has successfully embraced digital transformation and e-commerce, ensuring its heritage remains relevant to younger generations.

United Nations - Sustainable Development Goals (SDG)

UN SDG 12: Responsible Consumption & Production

About The Company

A Legacy of Holistic Health

Founded in 1988, Huay Feng Hang Pte Ltd—widely recognized by its brand name, Huiji—started with a simple yet profound mission: to make Traditional Chinese Medicine (TCM) accessible and relevant to modern lifestyles. From its humble beginnings as a small trading firm, the company has grown into a leading household name in Singapore, synonymous with quality health supplements and natural wellness solutions.

Modernizing Tradition

The company’s growth is anchored by its signature Huiji Waist Tonic, which is crafted using premium herbs and modern scientific extraction processes. Huiji’s commitment to safety and quality is reflected in its adherence to Good Manufacturing Practice (GMP) standards, ensuring that every product meets rigorous health guidelines. This balance of ancestral wisdom and modern technology has allowed Huiji to maintain its market leadership for over three decades.

Values and Achievements

Huiji operates on a foundation of integrity, quality, and community care. Their mission is to promote long-term health through natural ingredients, fostering a culture of wellness across generations. Key achievements include:

Multiple wins at the Singapore Prestige Brand Award (SPBA), including the Heritage Brand and Regional Brand categories.
Recognition as an 'Influential Brand' in the Health & Wellness category.
Successful expansion into international markets, bringing Singaporean TCM expertise to the global stage.

Vision for the Future

Looking forward, Huay Feng Hang envisions becoming a global leader in the wellness industry. By continuing to innovate its product lines—such as its range of health teas and supplements—the company aims to inspire a healthier lifestyle for people worldwide, while remaining deeply committed to the 'Business for Good' philosophy through its support of community health programs.

Company Profile

Company

Huay Feng Hang Pte Ltd

UEN / Reg. No.

198800850G

About The Leadership

Alex Chow, the Deputy CEO of Huay Feng Hang Pte Ltd, represents the modern face of this heritage brand. Since joining the family-run business, he has been instrumental in steering the company through a period of significant digital transformation. Alex’s leadership focuses on blending traditional TCM values with data-driven marketing and e-commerce strategies. He is credited with revitalizing the brand's image, making it more appealing to a younger demographic without losing the trust of its long-standing customer base. His vision emphasizes operational excellence, product innovation, and a strong commitment to corporate social responsibility, ensuring that Huiji contributes positively to the social fabric of Singapore.