Heritage foods are finding new life in these two Singapore family businesses. Lee Wee & Brothers and Munchi Pancakes are reinventing traditional snacks – otah and min jiang kueh respectively – with modern flavours and updated formats, going beyond hawker centres to reach younger consumers.
[SINGAPORE] To make otah more than a hawker snack or a festive treat, family business Lee Wee & Brothers is reimagining how to experience the spiced fish cake dish.
In 2000, Lee Wee opened a hawker stall at Old Airport Road Food Centre with his younger brothers Mark and Ben – thus the name of the business – and Mark’s wife Angeline Tan.
The brothers began by selling otah based on their mother’s recipe, as well as nasi lemak. A year later, they opened a second stall at Kovan Market and Food Centre.
The business has since grown into a chain of eight shopping mall outlets and a central kitchen, with a wider range of otah flavours and snacks.
The hawker centre stall started with five types of otah: spicy, non-spicy, fish-head, squid and prawn. Over the years, the brothers added new flavours such as crab as well as petai and anchovy, for a total of 11 types of otah today.
A NEWSLETTER FOR YOU
Friday, 8.30 am
SGSME
Get updates on Singapore’s SME community, along with profiles, news and tips.
In 2002, not long after the stall was opened, the brothers began offering catered bento sets as well. From originally selling some 40 bento boxes a day, the company’s central kitchen now produces 2,000 to 3,000 daily, with this now accounting for 60 per cent of total revenue.
Old-school food for a younger generation
Beyond new flavours of otah, Lee Wee & Brothers offers new formats.
Said Tan, who is the company’s managing director: “We want to preserve the importance of otah, but we also recognise that the younger generation sees it as an old-school food.”
“So now the question is how we stay true to the product while making it relevant.”
The company has drawn directly upon the younger generation: her son, Darren Lee, joined in 2017 to assist in rebranding and keeping Lee Wee & Brothers relevant.
Said Lee, who is now general manager: “We want to offer customers different formats and a way to enjoy something familiar differently. That’s what appeals to the younger generation.”
In 2022, the company launched a plant-based version of otah to cater to growing demand from vegetarian customers. More meat-free options could be in the pipeline, said Tan.
In 2024, otah croquettes, fries and sandwiches were introduced, having been developed with younger consumers in mind.
The same year, the company also rolled out chilled, ready-to-eat meals at Shell petrol stations, to offer products with greater convenience and a longer shelf life.
But even as it transforms, the business remains committed to its original otah recipe, which has stayed the same for 25 years.
Going beyond the hawker image
For Lee Wee & Brothers, rebranding is not just about creating new products, but also about dispelling the idea that otah is restricted to hawker stalls or festive occasions.
Said Lee: “We want to target the new generation. That’s our main focus moving forward.”
In 2005, the brothers took their otah out of hawker centres and into shopping malls for the first time, with an outlet at Tampines Mall.
As the strategic shift towards shopping malls continued, they eventually closed their original stall at Old Airport Road Food Centre in 2016. All of their current eight outlets are in malls.
In 2023, the company started inviting secondary school students to visit its central kitchen, where they learn about the otah-making process and try their hand at wrapping and grilling the fish paste.
The same year, it released limited edition merchandise such as an otah plush bag and an otah bouquet for Valentine’s Day. This was targeted at younger audiences and social media influencers.
In 2024, the brand underwent a visual refresh, led by Lee. The old logo, which featured leaves and a kraft paper aesthetic, was retired in favour of a cleaner and more modern design.
That year, Lee Wee & Brothers also introduced mobile pop-up carts modelled after old school tricycles. These carts have made appearances at hospitals, offices and events.
“We have accessible prices, so we want to be more visible to the community,” Lee said.
Tan hopes to bring their carts or catered meals to different audiences – perhaps at fashion events, which tend to attract a younger and more trendy crowd.
Looking ahead
Transformation and expansion efforts continue, including a potential foray overseas. Having been halal-certified for the last two decades, the brand is now looking at entering markets in the Middle East and Asia.
This June, the company launched a new product – otah chawanmushi, or Japanese-style steamed egg – in 7-Eleven stores.
It is also working with higher education and research institutions to automate parts of the otah-making process and explore more sustainable packaging options.
For instance, it is developing a fibre-based wrap that mimics the traditional leaves in which otah is wrapped but is better at withstanding heat, cold and moisture.
By the end of 2025, the company aims to open a dine-in and retail flagship store showcasing its full product range, including ready-to-eat meals, frozen otah paste and otah chawanmushi.
Another goal is to revamp the catering menu by adding teatime snacks and desserts developed in-house, such as Peranakan kueh. “That way, our customers can order the full package,” said Tan.
“The main challenge with heritage food is the perception that customers have,” Lee said. “We need to be innovative in how we reinvent these traditional foods so we can continue the legacy of our business.”
