HSIB itself was incorporated on 4 October 1991 and subsequently listed on the Main Board of what is now Bursa Malaysia Securities on 2 November 2000. Its operating history, however, goes back considerably further, to the family business established in the 1950s.

1950 — The family business begins

The history of Hup Seng is closely associated with the Kerk family of Batu Pahat, Johor. According to the company’s own history, the family began selling crackers, cookies and biscuits, transporting the products by van to various towns. 3

This family-business origin remains an important part of Hup Seng’s identity today.

1958 — Birth of Ping Pong crackers

A major milestone came in 1958, when Hup Seng began research and development to produce its own biscuits and crackers.

This led to the creation of its famous Ping Pong crackers. The company says the name “Ping Pong” was inspired by China’s success at the World Table Tennis Championship that year.

The product eventually became one of the most recognizable cream-cracker products in Malaysia.

1964 — First production plant

Hup Seng opened its first production plant in Batu Pahat in 1964. This marked the transition from a relatively small family operation toward industrial-scale manufacturing.

1974 — Formation of Hup Seng Perusahaan Makanan

As the business expanded and required additional capital, the original Hup Seng partnership was dissolved in 1974. Its assets and liabilities were transferred to Hup Seng Perusahaan Makanan (M) Sdn. Bhd. (HSPM). 4

HSPM subsequently became the principal manufacturing company within the Hup Seng group.

1977 — Expansion into trading and distribution

Hup Seng Hoon Yong Brothers Sdn. Bhd. (HSHY) was incorporated in 1977 to manage the group’s trading activities.

Around the same period, the company’s Ping Pong Cream Crackers had become sufficiently established that Hup Seng began exporting them throughout Southeast Asia.

1980s — Manufacturing expansion

Hup Seng continued expanding its manufacturing capacity during the 1980s to meet growing demand. Its Batu Pahat manufacturing operation subsequently became a major production centre for the group.

2000 — Bursa Malaysia listing

A major corporate milestone came in 2000, when Hup Seng Industries Berhad was listed on the Malaysian stock exchange.

The listing transformed Hup Seng from a predominantly family-operated food business into a publicly traded Malaysian company.

2005 — Acquisition of In-Comix

In 2005, Hup Seng acquired 100% of In-Comix Food Industries Sdn. Bhd., expanding the group’s business beyond biscuits and crackers into instant beverages.

This acquisition gave Hup Seng a complementary beverage business involving products such as instant coffee, tea and cereal drinks.

Hup Seng’s business can broadly be divided into three major areas:

Crackers

Crackers remain the company’s most important and recognizable product category.

Its flagship product is the Hup Seng Special Cream Crackers, sold under the Cap Ping Pong brand. Other cracker products include sugar crackers, Corneo crackers, wholemeal/wheat crackers and other varieties.

Biscuits and cookies

Hup Seng also manufactures a wide range of biscuits and cookies. Examples include:

• Marie biscuits
• Sesame biscuits
• Sultana biscuits
• Oat cookies
• Children’s/novelty biscuits
• Other sweet and savoury biscuits

The company’s portfolio therefore extends well beyond its traditional cream crackers.

Instant beverages

Through In-Comix, Hup Seng also participates in the instant beverage market. Products include:

• Instant coffee mixes
• Ipoh white coffee
• Instant tea
• Ginger tea
• Nutritional cereal drinks
• Other 3-in-1 beverage products

In-Comix was established in 1980 and became part of Hup Seng through the 2005 acquisition.

Hup Seng operates as a brand portfolio rather than a single-entity manufacturer.

Cap Ping Pong

Cap Ping Pong is arguably Hup Seng’s most iconic brand. Its best-known product is the Hup Seng Special Cream Crackers, which have been marketed in Malaysia for generations. The company states these crackers have received Gold and Grand Gold awards from Monde Selection since 1994.

The Cap Ping Pong portfolio includes products such as:

• Special Cream Crackers
• Sugar Crackers
• Corneo Crackers
• Wheat/Wholemeal Crackers
• Marie Crackers
• Other cracker varieties

For many consumers, “Hup Seng” and “Ping Pong crackers” are almost synonymous.

Kerk

Kerk is another established Hup Seng brand. Unlike the strongly cracker-oriented identity of Cap Ping Pong, Kerk has a broader biscuit portfolio. Hup Seng describes Kerk as a longstanding local brand that has gained recognition in both Malaysian and overseas markets.

Naturell

Naturell is positioned as Hup Seng’s more health-oriented brand. Its portfolio focuses on products made with ingredients associated with wholesome or nutritional positioning, including oat cookies. This allows Hup Seng to target consumers looking for alternatives to conventional sweet biscuits and crackers.

In-Comix

In-Comix represents Hup Seng’s beverage business. The brand is particularly associated with 3-in-1 instant beverages, including coffee, tea and cereal drinks. The company notes that In-Comix exports to numerous overseas markets in addition to serving Malaysia.

Hup Seng Industries Berhad operates as a holding company with three principal wholly owned subsidiaries:

1. Hup Seng Perusahaan Makanan (M) Sdn. Bhd.

This is the group’s primary manufacturing company. It produces crackers, cookies, biscuits and other confectionery products, primarily under brands such as Cap Ping Pong, Kerk and Naturell.

Its main factory is located in Batu Pahat, Johor. The company reports that the factory occupies approximately 7.8 acres, with total production, storage and office space of about 317,995 square feet. 5

2. Hup Seng Hoon Yong Brothers Sdn. Bhd.

HSHY functions primarily as the group’s sales and distribution arm. According to Hup Seng, it has more than 9,000 sales points in Peninsular Malaysia, supported by around 80 sales representatives, with branches in locations including Kota Bharu, Kuantan, Ipoh, Butterworth, Alor Setar and the Klang Valley.

3. In-Comix Food Industries Sdn. Bhd.

In-Comix is the group’s instant beverage manufacturing business, producing coffee mixes and other beverage products. 6

One of Hup Seng’s competitive advantages is its vertically integrated structure, covering manufacturing, distribution, retail presence, and export markets.

Its manufacturing base is concentrated in Johor, while its distribution network extends throughout Peninsular Malaysia. Hup Seng also exports its products internationally. The company’s corporate materials state that its biscuits are consumed in more than 60 countries internationally, while its manufacturing subsidiary identifies Southeast Asia as an important export region.

Hup Seng holds a significant position in the Malaysian packaged-food industry due to several factors:

• Long history: The company has developed over six decades, giving it an unusually long history for a Malaysian packaged-food brand.
• Iconic product: The Ping Pong Special Cream Crackers have become a familiar household product and an important part of Hup Seng’s brand identity.
• Family-business heritage: The company originated from the Kerk family, and the family connection remains part of the company’s corporate history.
• Strong domestic distribution: Its extensive distribution network gives Hup Seng access to supermarkets, grocery stores and other retail channels across Peninsular Malaysia.
• International presence: Hup Seng has progressively expanded beyond Malaysia, particularly into Southeast Asia and other international markets.

From a branding perspective, Hup Seng’s identity is built around continuity rather than constant reinvention. The company started with a proposition focused on making affordable, familiar biscuits and crackers for everyday consumption. Its flagship cream crackers have remained at the centre of the business while the company gradually expanded its portfolio into biscuits, cookies, health-oriented products, and instant beverages. This strategy has allowed Hup Seng to retain its traditional customer base while introducing newer products and brands. In this sense, Hup Seng is viewed as part of Malaysia’s heritage packaged-food industry.

Today, Hup Seng Industries Berhad describes itself as one of Malaysia’s leading manufacturers of biscuits, crackers and cookies. The group has three principal subsidiaries and a portfolio centred on Cap Ping Pong, Kerk, Naturell and In-Comix.

Its principal business remains food manufacturing, particularly biscuits and crackers, while In-Comix provides diversification into instant beverages. The company continues to be based in Batu Pahat, Johor, where its history began. Its official contact address is in the Tongkang Pecah industrial area of Batu Pahat.

The historical dates above are based primarily on Hup Seng’s own corporate history and company disclosures.

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