The proof of the pie is in the pudding they say. This quote is equally pertinent when observed in the local context of the famous Penang-grown Ghee Hiang confectionary biscuits and sesame oil – with the proof of the outstanding quality of its biscuits meriting it the coveted label Brand Legend – 170 Years recipient by the Branding Association of Malaysia.

Equally impressive is the fact that Ghee Hian’s Datuk Ch’ng Huck Theng doesn’t operate via cookie-cutter methods when it comes to running the family partnership business line just focusing on profits. Instead, the enterprising entrepreneur and his business partner instead believe that to be a Brand Legend, one must be able to constantly manage and even surpass customers’ stringent expectations.
“That means ensuring the quality, health and the ethics of the products are in place,” he said. Ghee Hiang as a brand he maintains, espouses “good work ethics which should come from the heart”. This to his, is simply because “every day, you are taking people’s hard-earned money which is not falling from the sky.”

Though accustomed to receiving many awards, Ghee Hiang as a company has surpassed itself in being recognised as a Brand Legend with the recognition. In this sense, the awards affirm that “one has done something good, something well and something fine”.

“For us, being here 169 years in Malaysia in 2025, is considered an award every day already, actually,” he said.

With this extra added on awards though celebrating brands that have lasted the test of time, he hopes that it would remind people of the fact that “a brand can live so long”. And, with this win, he hopes that by their example of endurance, the company as a whole “can inspire more brands to probably be their own Malaysian brand for so long as well”.

Tracing the passing of the reins of the business from the Ching line – his great grandfather to his grandfather and then to his uncle, and eventually to him, he admits the journey of being part of the family business wasn’t smooth all the way given that their family structure – with everyone’s grandfather and uncle involved in this “very close-knit” family business.

The founder of Ghee Hiang’s story is fascinating, telling of a man sailing the high seas to hopefully find his fortune in the then Malaya. And, this is exactly the principle of how the Penang-grown confectionary biscuits was founded upon – which is based on good work ethics from when it first begun some 168 years ago, when its original founder left his native birthplace in Mainland China in search of his fortunes in the then Malaya.

A twist of fate saw the young man then turning to baking biscuits instead of working in the harbor or tin mining or rubber tapping. This perceived failure nevertheless turned into a miracle blessing of sorts when he turned to baking biscuits and selling them at the roadside.

Instead of being a product to be savoured as treats, the baked biscuits then were considered food for lunch to fill up hungry workers’ bellies. So well received were they that it wasn’t before long that he established his own shop. Brisk sales multiplied so much that it served three generations well – until his grandson decided not to do the business anymore. The matriarch of the family then sold the outlet to Datuk Ch’ng’s great grandfather in 1926 who then joined forces with his friend and in time, the business became part of his grandfather’s legacy which was then saw the reins of the business falling to his lot in life. The journey though as he would readily acknowledge wasn’t smooth all the way but in time, everything has been resolved, leaving him to solely focus on strengthening the entire business.

Life – A Game of Supply and Demand

“I believe in fairness because I always think that life is all about a game of supply and demand. It’s about give and take. If you want people to treat you fairly, then you always have to treat people fairly because people who are giving you their hard-earned money are not stupid people. We believe in this principle so that’s important,” he shared about his approach to the business and life.

“A lot of times, when you earn their money already, you think that you’re very smart but actually that is the most dangerous part. If you don’t know how to handle this, and because it is their hard earned money today, you’re earning this money but letting the customer run away, and that would affect your entire branding. So, if you want to last long (in the business), then the first thing you have to be is fair.”

Believing in the importance of connecting beautiful people and promoting quality brands, three words stand out as his life’s mantra: Sincerity, integrity and fairness.

“We achieve good things in (the spirit of) enlightenment. And then, we connect beautiful people. And, we promote quality brands in these three words: Sincerity, integrity and fairness. Three words.

“Sincerity and integrity are easily understood. (But) everyone forgot the word ‘fair’. And, that is the problem. Really, everyone knows you have to be sincere and you have to have integrity. You want to win but you have to let other people win as well. So it has to be fair.

@Paparazzi