The company currently identifies itself as Kee Song Food Corporation (S) Pte Ltd, while its earlier name was Kee Song Brothers Poultry Industries Pte Ltd.

1987–1990s: From a bicycle to a poultry business

Kee Song’s story began in 1987, when founder Ong Kee Song started by delivering chickens to customers and wet-market vendors. According to the company and DBS, the early business was remarkably small: Ong was delivering around 10 chickens on a bicycle. He later established the business with his siblings, transforming their experience in poultry rearing into a formal company. 2

The company initially operated as Kee Song Brothers Poultry Industries. It expanded from supplying wet markets to serving restaurants, hotels, supermarkets and other commercial customers.

Kee Song became an early adopter of automation in Singapore’s poultry industry. In 1991, it became the first company in Singapore to implement an automated chicken slaughtering system. In 1992, it expanded into Malaysia, becoming the first Singapore poultry company to establish poultry farms there.

1999–2006: Food safety and farming innovation

Kee Song’s development increasingly focused on food safety, quality control and modern farming.

The company obtained ISO certification in 1999, followed by ISO 9001:2000 and HACCP certification in 2002. It also established modern closed-house farms in Malaysia, allowing greater control over temperature, hygiene, pests and other environmental factors.

During the 2000s, Kee Song began working with researchers to develop poultry feed incorporating Lactobacillus, a type of beneficial bacteria. This technology became an important part of the company’s later premium-chicken strategy.

The most important product development in Kee Song’s history was Sakura Chicken, launched in 2007.

Sakura Chicken was developed around the idea of producing premium chicken through alternative farming and nutrition methods. The birds are raised using a Singapore-developed Lactobacillus probiotic formula, with the company positioning the product as antibiotic-free. Kee Song says this approach supports gut health and natural immunity. 3

The brand also became famous for an unusual feature of its farming environment: classical music, including Mozart, is played for the chickens. DBS has reported on the practice as part of Kee Song’s distinctive approach to poultry farming.

Sakura Chicken subsequently became one of Kee Song’s flagship premium poultry brands and helped establish the company beyond being simply a conventional chicken supplier. 4

Kee Song’s business is broader than the Sakura Chicken brand.

Sakura Chicken

Sakura Chicken is Kee Song’s flagship premium chicken brand. It is marketed around:

• Antibiotic-free farming
• Lactobacillus-based nutrition
• In-house/free-range farming
• Animal welfare
• Sustainable farming
• Protein and nutritional quality

The company describes Sakura Chicken as being raised in modern, temperature-controlled environments with room for the birds to move freely.

CaroGold Chicken

CaroGold Chicken is another Kee Song poultry product developed around nutritional differentiation. The company introduced the brand in 2013. CaroGold products have also appeared on Singapore’s Healthier Choice Symbol product list.

Imperial Cordyceps Chicken

Kee Song also developed Imperial Cordyceps Chicken, using cordycepin-related nutrition as part of its feed strategy. The product was introduced around 2009 and was positioned particularly toward consumers interested in nutritional and traditional nourishing-food concepts.

KISSMom

In 2014, Kee Song established KISSMom, an in-house ready-to-cook/ready-to-eat brand, broadening the company beyond raw poultry products.

A defining characteristic of Kee Song is its emphasis on controlling the poultry supply chain rather than simply purchasing and reselling chickens.

The company operates farms in Malaysia and processing operations in Singapore. Its model covers much of the poultry cycle:

Breeding/farming → nutrition → rearing → processing → packaging → distribution → retail

This integrated model gives Kee Song greater control over product quality and food-safety procedures.

Lactobacillus technology

One of Kee Song’s major technological differentiators is its proprietary Lactobacillus feed formula.

Rather than relying on antibiotics as part of its farming approach, Kee Song says its chickens are fed a probiotic-based diet designed to support natural gut health and immunity. The company’s research and development work involved scientists and academics, including collaboration around its proprietary Lactobacillus technology.

This technology is central to the company’s branding of Sakura Chicken.

Kee Song increasingly positions itself as a sustainable and responsible poultry producer, rather than merely a food manufacturer.

Its stated approach includes:

• Free-range/in-house poultry farming
• Reduced reliance on antibiotics
• Probiotic feeding
• Modern closed-house farming
• Environmental controls
• Waste management
• Energy-efficient processing
• Attention to animal welfare

The company says its chicken waste is also managed through fermentation and other processes as part of its environmental strategy.

Kee Song’s farms and production facilities are supported by food-safety and quality certifications, including ISO 9001, FSSC 22000, HACCP-related standards, and myOrganic certification for relevant operations/products. Its products also include Halal-certified offerings.

Malaysia has played an important role in Kee Song’s development.

The company established Malaysian poultry operations in 1992, and subsequently developed modern automated closed-house farms there. Today, Kee Song says its poultry is raised across seven farms in Malaysia before being transported into Singapore for processing and distribution.

The Malaysian operations allowed Kee Song to expand its production capacity while maintaining close control over its farming methods.

Although Singapore remains central to Kee Song’s identity, the company has expanded its products regionally.

In 2010, Sakura Chicken and Imperial Cordyceps Chicken began regional distribution across Asia. In 2016, Kee Song reported exporting its premium chicken products to Hong Kong, including sales through premium supermarkets.

The company also became associated with Kee Song Bio-Technology Holdings Limited, which was listed on Taiwan’s GreTai Securities Market in 2011, reflecting a broader corporate expansion beyond its original Singapore poultry business.

• 1987 — Kee Song founded in Singapore.
• 1991 — Introduced an automated poultry slaughtering system.
• 1992 — Expanded poultry farming into Malaysia.
• 1999 — Obtained ISO certification.
• 2002 — Obtained ISO 9001:2000 and HACCP certification.
• 2003 — Established modern automated closed-house farming in Malaysia.
• 2005 — Developed Lactobacillus-based poultry-feed technology.
• 2007 — Launched Sakura Chicken.
• 2009 — Developed Imperial Cordyceps Chicken.
• 2010 — Sakura Chicken and Imperial Cordyceps Chicken began regional distribution.
• 2011 — Kee Song Bio-Technology Holdings was listed on Taiwan’s GreTai Securities Market.
• 2013 — Launched CaroGold Chicken.
• 2014 — Established KISSMom and launched Kee Song’s e-commerce platform.
• 2016 — Exported premium chicken products to Hong Kong.
• 2017–2018 — Obtained myOrganic certification and commissioned a new processing plant at Senoko Way, Singapore.
• 2020 — Expanded product availability across major e-commerce platforms.
• 2021 — Commissioned a new slaughtering plant at Buroh Lane.
• 2022 — Achieved FSSC 22000 food-safety certification.
• 2023 — Received an Outstanding Product Innovation award.
• 2025 — Sakura Chicken received Singapore’s Healthier Choice Symbol and organic-farming certification.
• 2026 — Introduced a new Sakura brand identity.

Today, Kee Song describes itself as a poultry producer serving households, restaurants, hotels, supermarkets and other food businesses in Singapore and Malaysia. Its activities cover fresh, chilled and frozen poultry, as well as processed and ready-to-eat products.

In Singapore, the company’s current headquarters and processing operations are at 26 Senoko Way. Its products are sold through major retail channels including FairPrice, selected butcheries and fresh-produce retailers, as well as its own online store.

At a brand level, Kee Song has evolved through several stages:

Traditional poultry supplier → vertically integrated poultry producer → premium chicken innovator → health- and sustainability-oriented food brand

Its central proposition is that better farming can produce better food. Rather than competing solely on price, Kee Song differentiates itself through farming technology, nutrition, food safety, traceability, animal welfare and premium positioning.

The company’s philosophy is closely associated with four themes inherited from its founder: the Earth, humanity, society and future generations.

One important distinction is that Kee Song and Sakura Chicken are not exactly the same thing.

Kee Song is the broader company/group and poultry business.

Sakura Chicken is one of its flagship consumer-facing chicken brands.

So, conceptually:

Kee Song Group → poultry farming & food production → Sakura Chicken and other brands/products

The current Sakura branding places greater emphasis on wellness, taste, humane farming and sustainability, while Kee Song remains the parent company’s broader poultry-production identity.

As of 2026, Kee Song presents itself as a Singapore-origin, regionally operating poultry company with more than three decades of experience. Its modern identity combines traditional poultry expertise with biotechnology, controlled-environment farming, probiotic nutrition and sustainability initiatives.

Its story is therefore less about simply selling chicken and more about changing how chicken is farmed and produced—from the company’s humble beginnings delivering chickens by bicycle in 1987 to an integrated Singapore–Malaysia poultry operation supplying premium products to consumers and businesses.

1. About Kee Song | Trusted Poultry Producer Since 1987
2. Not Chicken Feed: How Kee Song built a thriving poultry business
3. Kee Song Food Corporation (S) Pte Ltd
4. STOCK CODE: 1258