Our Story - In search of blue ocean

Staying competitive is by and large an important aspect in a ‘red ocean’ business. As part of Li Chuan’s promise to keep prices affordable, its management collectively made a decision to integrate raw surimi process into the company’s operations in view of the rising cost of all raw materials. Investing and setting up a factory in Vietnam makes a better economic sense than in expanding Singapore plant, given its thriving fishing industry and low labor cost.

The Vietnamese plant comprises of a 2,500 sqm raw surimi processing plant and a 4,500 sqm finished-product manufacturing plant sitting on a 20,000 sq m location. The raw surumi plant currently produces 20 metric tonnes of raw surimi daily. These are supplied mainly to our own manufacturing facilities in Vietnam, Singapore, Malaysia producing a wide range of delectable surimi delights including Crabsticks, Scallops Chikuwa, Fish Balls, Cakes and Ngoh Hiang.



“Our 100% Threadfin Bream” surimi is gaining a good market reputation. I am getting many inquiries from food manufacturers everywhere. We do currently supply raw surimi to some selected partners. With the increase in demand for our own finished products, we will need to increase our raw surimi production capacity if we are to meet the demands from more food manufacturers.” says Tan.



Li Chuan’s Vietnam facility features the latest IQF and contact freezing technology. Its IQF facility is able to quick freeze at 800kg per hour and its contact freezer at 1.5 m tone/hour. Visitors to our factory include customers, food authorities and accreditation agencies have been impressed by the intelligent application of food science and technology, the stringent housekeeping and QC processes. Li Chuan’s Vietnam produced products has been granted the certification for EU export since 2012.