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Feng Xiang Bak Kut Teh

Establishing Feng Xiang Bak Kut Teh as Singapore’s Premier Klang-Style Heritage Culinary Brand Through Strategic Media Tastings and Founder Storytelling
Feng Xiang Bak Kut Teh case study banner
Feng Xiang Bak Kut Teh mission coverage
The Mission

Feng Xiang Bak Kut Teh came to Grow Public Relations to introduce Singapore to its Klang-style herbal Bak Kut Teh and build a cohesive media strategy to support its expansion into new hawker centres and food courts.

Feng Xiang Bak Kut Teh earned features in The Straits Times, SG Magazine and on Capital 95.8 FM, plus a Bak Kut Teh of the Year award from Savour Blackbook Asia, validating its authentic Klang recipes and raising public awareness of its signature dishes.

Client

Feng Xiang Bak Kut Teh, a Klang-style herbal Bak Kut Teh brand founded by Malaysian entrepreneurs

Sector

Food and beverage, heritage dining

Services

F&B PR, media and creator tasting activations, founder profiling, culinary brand positioning, broadcast and regional media relations

Headline Result

Features in The Straits Times, SG Magazine and on Capital 95.8 FM, plus a Bak Kut Teh of the Year award from Savour Blackbook Asia
The Challenge

Singapore’s Bak Kut Teh scene is dominated by the local Teochew style, a clear and peppery broth. That left a positioning hurdle for an authentic Malaysian herbal version. Feng Xiang Bak Kut Teh had to teach local food lovers about the rich herbal broths and fried porridge traditions of Klang.

The brand was also growing. As it expanded from its first location into several food courts and hawker centres, it needed a cohesive media strategy to build long-term brand equity, set its signature dishes apart from commercial stalls, and earn endorsement from trusted culinary critics and lifestyle platforms.

What we did

Founder profiling. Grow Public Relations humanised the brand through the journeys of co-founders Harvey and Vanessa Yip and their mission to bring authentic Klang recipes to Singapore. This earned an executive profile in Singapore Women’s Weekly on career change and parenthood, an entrepreneurship spotlight in The Ladies Cue, a live radio interview on Capital 95.8 FM, and regional business commentary on Malaysia’s BFM Caijin.

Media and creator tastings. To build excitement around signature dishes including herbal Bak Kut Teh, wok-hei fried porridge, claypot frog legs and festive reunion menus, the team hosted curated media and creator tasting sessions. These produced reviews in Middleclass SG, Salt Magazine Asia, Cuisine & Wine Asia, District SixtyFive and InChefMode.

Mainstream roundups and accolades. Grow Public Relations placed the brand in national dining guides and prestige lists. This led to a feature in The Straits Times on good affordable eats at new hawker centres, a best soup stalls listing in SG Magazine, a value dining feature in Urban Ladies, and the Bak Kut Teh of the Year honour in Savour Blackbook Asia.

The Results
  • Coverage spanning national newspapers, lifestyle magazines, culinary blogs, live radio and regional podcasts across Singapore and Malaysia.
  • A Bak Kut Teh of the Year award and national newspaper endorsements that validated the authentic Klang recipes.
  • Wider public awareness of signature dishes such as herbal Bak Kut Teh and wok-hei fried porridge.
Bak Kut Teh of the Year award and national media endorsements
Feng Xiang Bak Kut Teh earned a Bak Kut Teh of the Year award from Savour Blackbook Asia alongside features in The Straits Times, SG Magazine and Capital 95.8 FM, validating its authentic Klang recipes across Singapore and Malaysia.

Frequently Asked Questions

How does PR work for heritage and hawker food brands in Singapore?
PR for heritage and hawker food brands in Singapore works by giving a stall a story, not just a menu. For Feng Xiang Bak Kut Teh, Grow Public Relations combined the founders’ journey from Klang, Malaysia with media tastings of signature dishes and entries for culinary awards. That gave food critics, lifestyle editors and radio producers several ways into the brand. Heritage food stands out when the media can taste the difference and meet the people behind it, which is why first-hand tastings and founder storytelling sat at the centre of this campaign.
What media coverage did Feng Xiang Bak Kut Teh earn from its PR campaign?
Feng Xiang Bak Kut Teh earned coverage across national press, lifestyle titles, food blogs and broadcast. Grow Public Relations secured a feature in The Straits Times on new hawker centre eats, a best soup stalls listing in SG Magazine and a value dining feature in Urban Ladies. Food reviews ran in Middleclass SG, Salt Magazine Asia, Cuisine & Wine Asia, District SixtyFive and InChefMode. The founders were profiled in Singapore Women’s Weekly and The Ladies Cue, interviewed on Capital 95.8 FM, and featured on Malaysia’s BFM Caijin. Savour Blackbook Asia named the brand Bak Kut Teh of the Year.
What is a media tasting and how does it get a restaurant reviewed?
A media tasting is a hosted session where critics, editors and creators try a restaurant’s signature dishes first-hand so they can write about them with authority. For Feng Xiang Bak Kut Teh, Grow Public Relations ran curated media and creator tastings of herbal Bak Kut Teh, wok-hei fried porridge and claypot frog legs. Those sessions produced reviews in Middleclass SG, Salt Magazine Asia, Cuisine & Wine Asia, District SixtyFive and InChefMode. Tasting the food matters for a heritage brand because the appeal of a herbal broth is hard to convey in a press release alone.
How do you differentiate a Malaysian Klang-style dish from the local Singapore version through PR?
You differentiate it by teaching the difference and letting the media taste it. Singapore’s Bak Kut Teh is usually a clear, peppery Teochew style, while Feng Xiang serves the darker, herbal Klang version from Malaysia. Grow Public Relations built the campaign around that contrast, using founder storytelling and media tastings so critics could describe the herbal broth and fried porridge in their own words. Coverage in Cuisine & Wine Asia and District SixtyFive, and a Bak Kut Teh of the Year award from Savour Blackbook Asia, gave the Klang style its own identity in a crowded market.
Which PR agency in Singapore works with heritage and hawker food brands?
Grow Public Relations works with heritage and hawker food brands in Singapore. The agency ran Feng Xiang Bak Kut Teh’s campaign, combining founder profiling, media and creator tastings and culinary award entries. The work earned coverage in The Straits Times, SG Magazine, Middleclass SG and Cuisine & Wine Asia, plus a Bak Kut Teh of the Year award from Savour Blackbook Asia. For a hawker or heritage food brand, that means an agency that can place a stall in national newspapers and specialist food media while building a recognisable story around its dishes and founders.
How do you get a food founder onto radio and into women’s lifestyle media?
You get a founder on air and into lifestyle media by leading with the person, not the menu. Feng Xiang Bak Kut Teh was co-founded by Harvey and Vanessa Yip, who set out to recreate hometown Klang flavours during border restrictions. Grow Public Relations shaped that into a profile in Singapore Women’s Weekly on career change and parenthood and a spotlight in The Ladies Cue on entrepreneurship, plus a live interview on Capital 95.8 FM and regional commentary on Malaysia’s BFM Caijin. A clear personal story gives radio producers and lifestyle editors a reason to book a founder.

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