Making seafood affordable and accessible to all customer segments.

Established in August 2008, Hup Let Sdn. Bhd. (“HLSB”) was incorporated under the existing laws of Malaysia as private limited liability company. The business originally started out more than five decades ago as a pure land Logistics Company transporting fresh seafood throughout Malaysia and Singapore, and it has since expanded. The new entity was set up with the intention to take over existing businesses from Hup Let Trading Co. (“HLTC”). The principal business activity of HLSB include processing and trading of fresh and frozen fish, provision of cold room facility for rental and its traditional land logistics business for fresh/chilled seafood throughout Malaysia and Singapore. HLSB marketing network covers Malaysia nationwide, Singapore, Indonesia, Thailand, China, Philippines, and Taiwan etc. Located strategically in Hutan Melingtang, Perak, Malaysia, the largest fishing base in the country, our product list covers almost all known seafood and aquaculture products in Malaysia, truly first-hand direct from source ensuring quality freshness and price competitiveness. Our list of products include Indian mackerel, Atlantic Horse mackerel, Yellowtail Scad, Torpedo Scad, Tuna, white and black pomfret, Squid, Octopus, Sea Cucumber etc.

I started incubating the idea after visiting Philippines for the first time in Jan 2015 and identify that there is a real market gap for introducing quality fresh seafood online. Philippines is an archipelago that hosts some of the best seafood in the world and yet due to challenges in transportation and layers of distribution dominance, eating fresh quality seafood (other than the cheap milkfish, tilapia and small mackerel) is scarce and often a luxurious treat reserve for special occasions.Successfully persuaded the biggest public listed seafood company in Philippines to co-found this online business. We are the first player in the market to offer individual consumers with truly affordable fresh frozen seafood online and deliver to your home to beat the chaotic Manila traffic! Offering the best of domestic and international seafood selection from its place of origin and cleaned, processed and portion cut to tailor to consumers looking for ease and convenienceThe business is officially launched in Jun 8 and the revenue has been growing steadily, albeit from a small base. With real and sincere marketing efforts to share, educate and to influence the heavy meat eating diet in the country, we have managed to garner 56,000 FB likes in just 4 months, and we are especially popular among the younger consumers who shy from the traditional market

Engaged by an investor to help restructure the stagnant operation and re-energize the existing business team. One of the foremost task is to build various revenue streams for the new top-notch camp school venture, invested by State-owned Gehua (Beijing) Group. During the 6 months restructuring process, we have successfully integrated and build SOP across all the functions – Camp programs R&D, Sales & Marketing, Operations, F&B and Hotel accommodation for seamless handling of each camp programs.As of July 2014, we have successfully delivered more than 6Mil RMB in revenue by personally fronting all of the strategic collaboration with schools in Beijing. Although a small start, the result is considered spectacular as we do not have to rely on government grant for the first time and successfully convert top schools in Beijing into voluntary paying customers. 2014 marks the first stream of market revenue and a sustainable operation is expected. Currently stepping aside for the new management team to take over while I seek the next new venture

Responsible for driving new business development projects

Head-up investment projects and lead negotiator for securing strategic resources. Started the domestic program syndication business in the company. Oversee Marketing department in developing ad solutions for the Sales team

Responsible for sourcing out business opportunities and strategic collaborations in the region.

Responsible for all finance issues relating to Advertising Sales, Marketing and China operations. Monthly, Quarterly and Annual financial budgeting and reporting