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Old town white coffee research Essay

This is where Nanxiang Café, the previous name of Old Town White Coffee, started its business. Mr. Ng, who found the café in 1948. Old town White Coffee 3in1 classic together with the original recipe from 1958 spearheaded a breakthrough in the coffee industry.

The company single-handedly captured the original authentic taste of an otherwise localized white coffee, turning into a mobile commodity a fast moving consumer good (FMCG), capturing the South East Asia market.

Old Town White Coffee (OTWC) company was began in 1999, started as a classic coffee shop of White Café in Ipoh, Malaysia. With the inspiration of vision and passion to make and serve fine coffee to Malaysian household and food service industry, the founder and executive director, Mr. Goh Ching Mun and Mr. Tan Say Yup created a secret of Old Town 3-in-1 instant white coffee.

After launching OLD TOWN Brand, the company strives to be Malaysia Leading White Coffee producer with profitable growth through a combination of organic growth coupled and strong aftermarket business.


In year 1999 old town successful commercialized 3 in 1 coffee mix under the ‘OLDTOWN’ brand name for the retail sector .

In year 2000 old town commenced 1st export of the old town brand 3 in 1 instant coffee mix to Singapore.

In year 2001 old town expanded instant coffee mix’s product line to include different variation expanded their export market to H.K

In year 2002 old town expanded their nationwide retail distribution to cover east and west Malaysia via hypermarkets and supermarkets.

In year 2003 OLDTOWN commercialized their own formulated blend of 3 in 1 instant milk tea

In year 2004 OLDTOWN successfully manufactured roasted coffee powder for the food services sector and marketed to the retail sector under ‘NAN YANG’ brand penetrated the exort markets for our instant coffee mix to cover the United State and U.K.

In year 2005 OLDTOWN started exporting instant coffee mix to Taiwan and Indonesia expanded vertically into the foodservices sector by opening a chain of café outlets based on the traditional Ipoh coffee shop setting and ambience under the ‘OLDTOWN WHITE COFEE’ brand name.

In year 2006 OLDTOWN expanded their export market for their instant coffee mix to include Canada and china.

In year 2007 OLDTOWN started exporting instant coffee mix to Thailand and Philippines .

In year 2008 OLDTOWN launch their 1st partially owned ‘OLDTOWN WHITE COFFEE’ café outlet in Singapore

In year 2009 OLDTOWN expanded into the ready to drink RTD market segment under the ‘OLDTOWN’ brand name.

In year 2010 OLDTOWN commenced operation of fully owned café outlets in Singapore started exporting instant coffee mix to Australia.

In year 2011 they commenced café operations under PT OLDTOWN Indonesia opened the first café outlet in China.


Lee Siew Heng, a Malaysian, aged 46, is the Group Managing Director of Oldtown Berhad and also one (1) of the two (2) first Directors of Oldtown
Berhad, since its incorporation on 30 November 2007. He is also a member of the Remuneration Committee. He brings with him invaluable industry experience, having accumulated more than 20 years of experience in the manufacturing and retailing industries, of which more than 10 years is in the coffee beverage industry.

He has been instrumental in the growth and development of the Oldtown Group of companies and has been a key driving force in the expansion of the Group’s beverage manufacturing and café chain operation businesses. As the Group Managing Director, he is currently responsible for the overall strategic direction and overall management of the Oldtown Group of companies. Upon completion of his secondary education in 1986, he started his career as Production Manager of Chong Ngai Knitting Factory Sdn Bhd, a company involved in the manufacturing of garments.

In 1991, as General Manager, he was responsible for the overall operations of the said company. He left the company in 1997 to join CN Supplies Sdn Bhd, a company which was then involved in the trading of hotel supplies, where he was appointed as a Director, a position which he still holds todate.

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