An opportunity that arose from crisis, reinventing tradition to satisfy new palates

Shanghai Nan Xiang Steamed Bun Restaurant was once a well-known restaurant in Singapore and was popular among diners. At the peak of its popularity, the restaurant was serving up exclusively authentic Shanghai cuisine. It would be unimaginable to serve up such authentic and diversified fare if one did not possess profound knowledge and skills. Tong Shao Xiong who hails from Shanghai, China, did just that. Founder of Shanghai Nan Xiang Steamed Bun Restaurant, Tong Shao Xiong, was a protege under the notable master of Shanghai cuisine, Li Bo Rong. In his early days, Tong Shao Xiong had mastered excellent culinary skills in Shanghai and worked at Lubolang Restaurant in the Shanghai City God Temple area, which hosted numerous internationally distinguished guests like the Queen of England, former U.S. President Bill Clinton and the King of Cambodia, Norodom Sihanouk, among others.

In 1989, a restaurant serving up Shanghai cuisine in Singapore engaged Tong Shao Xiong. At that time, he gained immense popularity and also became the earliest of chefs who hailed from China. After which, he also served as the head chef at the Chinese restaurants located in the Singapore Swimming Club and SAFRA. Besides these appointments, Tong Shao Xiong was also a part-time trainer at the Restaurant Association of Singapore. In an international culinary competition held in Singapore in 1992, Tong Shao Xiong took gold honours in the competition, fending off strong contenders from 100 other countries including China.

Food is an art form to begin with. The variety of dishes that the Chinese have created from flour is definitely masterpieces of this art form. However, Nan Xiang’s Tong Shao Xiong has undoubtedly achieved a level of perfection in this art form. Steadfast in his endeavours in the food industry, Tong Shao Xiong is not just a simple chef, but more than ever an advocate of passing down culinary heritage. He knew that he would only be able to pass on the spirit of his culinary art to more diners if he had a kitchen of his own. With that thought in mind, he set up Shanghai Nan Xiang Steamed Bun Restaurant in 2004. He built up the business with hard work and determination, and the restaurant was steadily gaining a foothold in the industry. The restaurant earned a good reputation, with Japanese media naming Shanghai Nan Xiang Steamed Bun Restaurant the second most popular dining place in Singapore and recommendations from local newspapers and magazines. With the spread of famous traditional Shanghai delights on the menu, the restaurant attracted droves and droves of customers. Just as the business was flourishing, the restaurant, which had been in operation for 6 years, faced a slew of problems. Faced with the government’s tightening of rules on foreign labour, increase in rent and the inflation of various costs, the final course of action was to cease operation temporarily. During the period that the restaurant ceased operation, many regular customers called to enquire and were disappointed upon finding out that the restaurant would not resume business. Tong Shao Xiong was greatly moved by the support of his customers and this stirred up his motivation to put the Nan Xiang brand back into the market. In 2012, he decided to reopen Nan Xiang.

A brilliant turning point from dining to creating the number one brand in frozen snacks

In 2012, Tong Shao Xiong made a business transition, setting up Nan Xiang Food Industries, which specialises in the production of high quality frozen snacks such as steamed buns, dumplings, custard buns, steamed buns stuffed with mushrooms and vegetables, steamed bread rolls and plain steamed buns.

The steamed buns produced by Nan Xiang Food Industries are flavourful, delicate and exquisite. They are filled with the most natural and purest blend of flavourful meat and the fragrance of wheat that comes from the flour. These aromas take one into the distant memory of Jiangnan, one that was pristine and beautiful. One can only wonder how much perfection of the Shanghai culinary art are hidden within these simple looking snacks. Nan Xiang produces two types of frozen dumplings; one is filled with cabbage and pork, while the other is filled with chives and pork. The ingredients used are fresh and the products are worth every part of their reasonable pricing. The pan-fried dumplings are incredibly succulent and just one bite will leave a lingering aroma. The products undergo many processes that are taken with utmost care and are all prepared in Singapore. From the selection of ingredients, condiments, preparation, all the way to the taste and texture of the products, everything is made meticulously according to the traditional methods, thereby preserving the authentic taste. Prices are also made affordable, having been constant at $4.50 for a 400g package for the past three years. Nan Xiang has put their heart and soul into creating frozen Shanghai snacks. In the process, they have not only incorporated the perfect blend of innovation and taste while preserving the essence of tradition, they have also matched restaurant standards in the taste and quality of their food.

Innovative management, ceaseless pursuit of perfection

Nan Xiang Food Industries’ unique management and sales model has filled a void in the market, and in doing so, they have been very well received. At present, the company has been contracted to be a long-term supplier of frozen snacks to more than 40 restaurants, which include Hai Di Lao Hot Pot and W Hotel. Currently the company works with Sheng Siong and Big Box, and is focused to do well in the supermarkets and meet the needs of its customers. At the same time, the company also has online ordering facilities for the convenience of customers, which includes free delivery when customers order a minimum of $100. Providing multi-faceted and multi-level marketing avenues, has not only brought about convenience to its customers, it has also built a strong foundation for Nan Xiang Food Industries to grow and develop in future. Nan Xiang Food Industries has a capable research and development team that is committed to providing quality, green, nutritious, healthy and convenient products to become the industry standard for frozen foods in Singapore. They endeavour to become a leader in the industry in terms of style, brand and scale. The company’s mission is to place their customers first, be people oriented and always strive to be better.

In the next few years, as market demands continue to grow, Nan Xiang Food Industries will place itself in line with the government’s calls to upgrade and improve on all areas of the business by continually striving to enhance their products to satisfy the palates of consumers. In a country where cost of living is gradually increasing, Nan Xiang Food Industries hopes that through its earnest efforts, it will be able to deliver high quality gourmet experiences to customers with excellent products that are authentic, delicious and affordably priced. Nan Xiang’s dream is that one day Singapore Airlines’ flights will serve their Singapore-made steamed buns, which will make Nan Xiang a true Singaporean brand.