Sin Eng Heong Foodstuff Manufacturer
Address : No.64, Jalan Mustapha Al-Bakry, Taman Jubilee, 30300 Ipoh, Perak.
Opening and Closing Hours: Mon-Sun 9.30 AM-7.00 PM
Contacts No: 05-2439659
If you using GPS, you may use the longitude and latitude below,
GPS: 4°35'43.0"N 101°05'05.4"E
or, if you are using Waze you may search for Kedai Biscuit Sin Eng Heong,
and, this is the exact the location in Google Map.
How the shop look like?
The History of Kaya Puff
Mr. Ng's father came from a poor family. His grandfather died when his father was three year old. In early child hood, his father work as a rubber tapper. Later he change his job and work in a biscuits factory because the income for tapping rubber is too low. Since then he had brush up his skills in making variety of biscuits therefore he feel like starting his own business. In 1971, he started his first biscuits factory which named Sin Eng Heong. The main product that he sell is the famous biscuits product of Penang, which is "tambun biscuit" or Tau Sar Piah. Occasionally, he saw a biscuits container that have a nice appearance and really impress him. Thus, he has an idea to make a type of biscuit that match with the container. So that this is where the idea of kaya puff came from.
In the beginning, he brings his handmade kaya puff to primary school and let the school teachers to taste the puff. The taste of the kaya puff is good and the teacher willing to buy the kaya puff from him. The teachers also recommend their friends to try on the kaya puff. Since then, more and more people know about his kaya puff and it become famous.
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| Our group photo taken at Sin Eng Heong |
Mr. Ng is the brain and brawn behind Sin Eng Heong for approximately 60 years. He has been in the baking business and also churning out traditional biscuits. He has the experience in making the kaya puff for more than 50 years. Currently his daughter, Elaine operate the sales and marketing department of Sin Eng Heong together with her husband. It is a family business that pass down to the second generation. She had mentioned that when people talk about the famous kaya puff, they will think about Sin Eng Heong.
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| The making of Kaya Puff |
Every single piece of kaya puff is solely made by hand. The dough kneaded and stretched on the wooden board and the oval-shaped pastry being the only molded design. Then, the worker press on the edges to seal the rich coconut egg jam. The kaya puff have uneven shape and sizes because different workers use different fingers to seal the edges of the kaya puff. The kaya puff of Sin Eng Heong is very demanding. They bakes 3ooo-4000 pieces of kaya puff daily.
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| Freshly baked Kaya Puff |
The kaya puff can be sell in a box which contain 10 pieces or in a smaller plastic container which contain 5 pieces. the kaya puff may look small but in fact it is packed with rich kaya filling and it is very crispy. Kaya puff are perfect to consume when it is freshly took out from the oven. Moreover, the puff can maintain it crispiness even after several hours.
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| The long queue in Sin Eng Heong |
Nowadays, various media started raving about the kaya puff in Sin Eng Heong. For instances, the famous food programme in Malaysia courtesy of 8TV, Ho Chiak has paid a visit to Sin Eng Heong and made an interview about the puff.
The newspaper also had published about the kaya puff of Sin Eng Heong and attract a bunch of locals and foreigners to visit Sin Eng Heong.
According to a staff of Sin Eng Heong, these kaya puff is freshly baked daily. So, it can only be stored up to 3 days from the date of purchase.
Feedback from the Customers
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| Interviewing one of the customer |
Customer A said that the kaya filing is too sweet for her and her family. In addition, some of her family members think that the sweetness of the kaya filling will cause their family member to get diabetes.
Customer B said that the pastry of the kaya puff should be more crunchy so that it taste better.
Customer C said that the taste of kaya puff is very delicious and it is a must buy item when she travel in Ipoh. She will purchase 6-8 boxes per visit.
Customer D said that she will purposely come here to nuy the kaya puff and she does not mind to wait in the long queue. She also mentioned that the kaya puff that baked by Sin Eng Heong is irreplaceable by other bakery.
There is a lot of positive feedback about the kaya puff. However, the comment of the taste is subjective because different customers has different needs. Some customers said that the kaya puff of Sin Eng Heong is highly recommended
if you prefer flaky kaya puff that filled with a rich and creamy kaya.
Value Propositions
There have some value propositions that customers able to get in Sin Eng Heong. For example, it has a strategic location. Sin Eng Heong is located within the vicinity of Foh San Dimsum, Lou Wong Ayam Tauge, Funny Mountain Soya Bean/Tau Fu Fa, Aun Kheng Lim’s Salted Chicken and other popular eateries. This area smacked in the middle of Ipoh town and it is an ideal spot for food crawl. This bring convenience to the locals and tourists to purchase kaya puff.
Besides, the kaya puff is difficult to find in Kuala Lumpur and other state. Although it can be found, the taste is different. The taste of kaya puff from Sin Eng Heong is unique and could not be imitate by their competitors. The loyal customer of Sin Eng Heong is located in different states of Malaysia. They does not mind to travel a long distances to Ipoh just for the kaya puff.
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| Other traditional biscuits from Sin Eng Heong |
Sin Eng Heong has sell a variety of pastries. During the weekends and public holiday, the kaya puff will selling fast and it may sold out in few hours. But, there is still some other traditional biscuits available for sell and it's taste good as well as the kaya puff. When there is Chinese festival such as moon-cake festival, they also sell a great variety of traditional moon-cake. This is good for the customers who love the traditional moon-cake.
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