Discover Goh Joo Hin

Offering A Variety Of Basic Food Necessities

Our story began in the 1940s along the Rochor Road.

Goh Joo Hin (GJH) has steadily built a vast network of distributors while retaining its expertise in providing prompt and quality service regionally.

Our Key To Be Success

Our success lies in our ability to maintain a history of prompt and reliable service in international markets across Asia Pacific, including countries such as Singapore, Malaysia, Indonesia, China, Hong Kong, Thailand, Brunei, Vietnam, Cambodia, and the Philippines etc.

In addition, our extensive warehousing and distribution system ensures efficient supply of inventories to customers throughout the region.

Vision

To spread happiness through high-quality products and services that meet diverse customer needs, while also working towards the greater good for our employees, community, and environment as a leading FMCG, Electronics, Health & Nutrition company.

Mission

To consistently deliver top-quality products & services while promoting ethical and responsible business practices.

We are responsible to our stakeholders and contribute to the growth and development of the communities we serve and we strive to build strong relationships with suppliers and customers.

Our Value

~We Are Committed To Our Customers

~We Operate With Integrity, Trust, and Loyalty

~We Value Our People

~We Cultivate a Growth Mindset

Milestone

1940s

Humble Beginnings: The Genesis Of Goh Joo Hin Pte Ltd

Establish by the Goh brothers, Goh Joo Hin initially started as a provision store on Rochor Road, providing essential food items to ensure that everyone in the area had access to their daily basic food needs.

1940s

1959s

Born Of The First House Brand

First house brand, New Moon, was launched offering a range of products including abalones, functional drinks, sauces, frozen food, and more.

1959s

1981s

The Next Chapter: Meet MILI

The second house brand, MILI, was introduced, providing customers with a diverse selection of canned foods such as vegetables, fruits, meats, and seafood.

1981s

1982s

From Local To Export

GOGO (canned drinks) and Flying Wheel (Japanese abalones) were established as the initial steps towards exporting. After a few years, GOGO broadened their product range and introduced Potong ice-cream into the retail segment.

1982s

2004s

Diversifying From Food To Health

Introducing Borsch Med, our fifth brand, which specialises in Traditional Chinese Medicine (TCM) health supplements. One of its well-known products are the Ling Zhi Cracked Spores Powder Capsules and Cordyceps Sinensis Powder Capsules.

2004s

2006s

Digital Expansion: Beyond Food Products

Goh Joo Hin acquired the distributorship of Gigaset - enabling them to distribute innovative cordless phones, designed for clarity, and reliability, perfect for homes and business throughout the region.

2006s

2010s

Widen Horizons: Growing Export Brands

Unlocking new opportunities and securing exclusive distribution rights for Hormel Foods, SPAM, and California Mexico Products.

2010s

2011s

Entertainment Enters the Mix

Broadening our horizons with exclusive distribution partnership of Sony Personal Entertainment Products. A global innovator in electronics, entertainment, and technology - delivering cutting-edge products that inspire creativity, connection, and performance.

2011s

2016s

Tech Expansion Continues

Goh Joo Hin gained exclusive distributorship for GP Batteries. Offering high-performance, long-lasting, and safe battery solutions to keep your devices running longer!

2016s

2018s

Empowering Lifestyles

Forging new paths with Casio Electronic Musical Instruments, and LG Home Entertainment Products to elevate your go-to electronics for daily lives.

2018s

2021s

Enhancing Our Lifestyle Offerings

Goh Joo Hin introduces Aeries Air Purifier to the market. Designed to deliver cleaner, fresher, and pollutant-free air for healthier homes and workplaces.