Hup Seng: A Tough Cookie to Crack

Hup Seng Cream Crackers is a product that many of us grew up on. For such a well-loved brand, it might surprise you to know that Hup Seng is vastly undervalued compared to peers in the sector.

Kerk Chian Tung, shares their reasons on why the priority remains in ensuring that their product remains accessible and on product quality over rebranding as well as what motivates Hup Seng to become more than a just local champion.

Listen in.