Our Story

Scouring the Ocean to create Delectable Delights….

Since founding Li Chuan in 1993, Mr. Tan Chun Ong, our Chairman and Managing Director, has been everywhere, Vietnam, Myanmar, Indonesia, Thailand, India, New Zealand, Alaska in search of sustainable fish stocks for the creation of the surimi-based delights he is so passionate about to bring to the world.

Today Li-Chuan’s range of surimi-base products is sold in Singapore, Malaysia, Mauritius and Canada under Li Chuan’s Golden Summit Brand through a wide range of Asian Market and Supermarket outlets.

Li Chuan crab sticks with its innovative and simple “Cook in the Pack” packaging has achieved great popularity in Singapore and Malaysia. In Canada, it has its own concept store to bring awareness to the consumers about the delicious and nutritious value of surimi-based products. The concept store also served as an avenue for market surveillance to better understand local consumer preferences in view of future market penetration plans.

Read More….
•    Starting line
•    In search of blue ocean
•    Staying relevant
•    Dreams…..