Working from home has allowed more time to enjoy breakfast or brunch, where a simple bowl of warm rice porridge can be paired with a variety of flavourful side dishes every day. Marking a fresh start for gourmet enthusiasts in Thailand, the legendary Singaporean brand Bee Cheng Hiang has officially returned, bringing freshly grilled barbecued meat directly from the oven to local diners.Long recognised by Thais as a premier souvenir from Singapore, Bee Cheng Hiang brings nearly a century of culinary heritage to three prominent Bangkok locations: The Emporium, Siam Paragon and The Mall Lifestore Tha Phra.
Classic tradition in expansion
“We preserve our quality through non-preservative recipes. We focus on building the brand as a clean-label product line to avoid ultra-processed foods (UPFs) toward natural preservation and transparent ingredient sourcing. All meats are marinated in our own sauces and spices imported daily from Singapore and baked freshly at the storefront,” said Jean Ang, Bee Cheng Hiang Group General Manager.
Unlike their first trial in Thailand in the form of franchising with limited packaged product lines, in 2026, Bee Cheng Hiang offers five styles catered to customers’ preferences including classic barbecued meat, a traditional soft and thick sweet-and-savoury barbecued pork, chicken and beef slices, all free of added preservatives, artificial flavourings and colouring.
