Goh Joo Hin has combined heritage, innovation, and a commitment to quality to serve generations of customers across Asia.

Goh Joo Hin’s (“GJH”) story began in the 1940s with a modest provision store along Rochor Road that provided essential food items to the community. With vision, perseverance, and a commitment to reliability, service, and quality, the family worked hard to deliver top-quality products and grow their customer base, while building a distribution network that would be the foundation for future growth.

From these humble beginnings, GJH grew steadily over the decades and became a well-established and trusted household name across the region. Today, the company boasts an extensive warehousing and distribution system that ensures the efficient and timely supply of inventories to customers in markets such as Singapore, Malaysia, Indonesia, China, Hong Kong, Thailand, Brunei, Vietnam, Cambodia, the Philippines.

Goh Joo Hin’s Old Shophouse

BUILDING ICONIC BRANDS

An important chapter began in 1959 with the establishment of the New Moon brand. In the mid-1980s, New Moon became an integral part of GJH’s portfolio as its main house brand. Under GJH’s stewardship, New Moon Abalone became an iconic product in Singapore. Over time, New Moon expanded its range to include bird’s nests drinks, essence of chicken, collagen, sauces, frozen foods and more, becoming a symbol of quality.

Another key chapter followed in 1981 with the introduction of MILI, GJH’s second house brand. From fruits and vegetables to meats and seafood, MILI’s canned offerings catered to everyday needs and further reinforced the company’s standing in the food sector.

This was followed by the establishment of GOGO and Flying Wheel in the early 1980s. GOGO began with canned drinks and later expanded with the introduction of potong ice cream, while Flying Wheel became known for its premium Japanese species abalones. Both these brands marked the company’s initial ventures from local to export, and laid the groundwork for GJH’s growth as a regional player.

The success of all these house brands reflects GJH’s enduring commitment to quality and its ability not only to build brands, but also to nurture them so they continue to appeal across generations.

GJH has continuously balanced tradition with modern relevance by staying attuned to customers’ evolving tastes and lifestyles.

ADAPTING THROUGH THE DECADES

While deeply rooted in its traditional business philosophy, GJH has always been forward-looking. Its journey through the decades has been shaped by deliberate growth and a willingness to embrace new opportunities, all while staying responsive to the times.

In 2004, GJH entered the health and wellness sector with Borsch Med, a brand that blended age-old remedies with modern consumer needs. Its Traditional Chinese Medicine (TCM) supplements, including Lingzhi Cracked Spores Powder Capsules and Cordyceps Sinensis Powder Capsules, remain well regarded today.

The mid-2000s onwards saw further diversification, starting with the distribution of internationally recognised brands such as Gigaset, Sony, GP Batteries, Casio, and LG. This was followed by the distribution of SteelSeries which includes gaming equipment such as headsets, keyboards, mice and mousepads.

At the same time, GJH expanded its food portfolio by securing exclusive distribution for well-known brands like Skippy, Spam, and California Mexico.

From entertainment products and music instruments to home electronics and food, these collaborations enriched daily life and reflected GJH’s promise of quality, trust, and value. More than a distributor, GJH ensures its offerings meet the changing needs of consumers, whether by expanding food choices or offering innovative lifestyle solutions.

At the heart of this approach is a simple promise: to offer products made with care, using high-quality ingredients, consistent formulation standards, and attention to detail at every stage, from sourcing to shelf. This commitment is achieved by working closely with its long-standing suppliers and production partners to ensure that each product undergoes a rigorous process of research, development, and refinement. The result is a portfolio that not only meets diverse market needs but also adheres to stringent quality controls.

Building on this foundation, GJH has continuously balanced tradition with modern relevance by staying attuned to customers’ evolving tastes and lifestyles. Its in-house team actively sources trending products, improves long-standing favourites, and creates Healthier Choice options that suit today’s lifestyles.

This dedication was exemplified in 2022 when New Moon appointed celebrity Han So Hee as Health and Beauty ambassador, boosting sales, revitalising key lines, and strengthening the brand’s connection with younger consumers.

A CULTURE OF CARE AND COMMUNITY

Indeed, central to GJH’s business is its heritage as a family-owned yet professionally managed company. This fusion has enabled the company to retain its founding values of integrity, trust, and loyalty, while adopting modern business culture that drives sustainable growth.

Beyond business, GJH has always placed great importance on giving back. The company’s long-standing support for Ju Eng Home, an elderly care facility, speaks to its commitment to community well-being. Through such efforts, GJH continues to honour its responsibility to society.

Over the years, GJH’s endeavours have been recognised through various accolades, including the Singapore Heritage Brand award, the Superbrands award, and the Singapore Packaging Star award, among others. These honours are a testament to a company that has not only grown alongside Singapore but has also contributed to shaping its commercial and cultural fabric.