Swee Choon: From Heritage Roots to Venturing Overseas

For more than six decades, Swee Choon has been a household name in Singapore’s food scene. Established in 1962 along Jalan Besar, the restaurant built its reputation on handcrafted dim sum that brought families, late-night diners, and tourists together around flavors steeped in tradition. Today, it is more than a dining destination; it is a symbol of how heritage can be preserved even as a brand evolves for modern audiences. 

^ Ernest Ting, 
Managing Director of Swee Choon 

Heritage with an Eye on the Future 

While its story is rooted in heritage, Swee Choon’s ability to adapt has ensured its longevity. Under the leadership of the Ting family’s second and third generations, the brand has embraced innovation without losing sight of its identity. From implementing digital ordering and delivery systems to centralizing production, Swee Choon has modernized its operations while staying true to its culinary roots. This balance of tradition and progress set the foundation for its next chapter: franchising. 

Building a Scalable Model for the Future 

Swee Choon’s transformation from corporate chained outlets to a franchise-ready enterprise rests on its strong operating systems. Swee Choon has invested in a centralized supply chain, ensuring quality ingredients and standardized recipes are consistently delivered across outlets. Coupled with structured training programs and streamlined operational processes, every franchisee is equipped to replicate the same customer experience that defines Swee Choon in Singapore. 

Expanding to Global Markets 

With systems in place, Swee Choon is looking beyond Singapore. Franchise opportunities are available across Southeast Asia, East Asia, and further afield, with interest from markets such as the Philippines, Thailand, Japan, Vietnam, Australia, and London. This expansion reflects both the universal appeal of dim sum and the strength of Swee Choon’s reputation as a trusted, heritage brand. 

For investors and franchise partners, the brand offers more than just a business opportunity. It provides a chance to bring an authentic slice of Asian culinary culture to new audiences, backed by proven operational support and rising global demand for Asian dining concepts. 

Carrying a Legacy Forward 

Swee Choon’s journey proves that tradition and innovation are not opposites but partners in growth. From Jalan Besar to international markets, the brand has shown that heritage can be reimagined for global audiences while staying true to its roots. For franchisees, joining Swee Choon means more than operating a restaurant — it means being part of a story that continues to grow beyond borders. 

If you believe your market is ready for the timeless appeal of Swee Choon, now is the time to take action!  

Reach out to Astreem today to learn how you can introduce this iconic dim sum brand to your own market and grow with the support of an experienced franchise team.