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 and the 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 & Loyalty

~We Value Our People

~We Cultivate a Growth Mindset

Milestone

1940s
A Humble Beginning: The Genesis of Goh Joo Hin
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 first 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 few years, GOGO broadened their product range and venturing into the retail segment by introducing potong ice-cream
1982s
2004s
Diversifying from Food to a Health Range
Goh Joo Hin introduced Borsch Med as its fifth brand, which specializes in Traditional Chinese Medicine (TCM) health supplements. One of its well-known products is the Ling Zhi Cracked Spores Powder Capsules and Cordyceps Sinensis Powder Capsules.
2004s
2006s
Digital Expansion: Beyond Food Products
Goh Joo Hin has acquired the distributorship of Gigaset Dect Phones, enabling them to distribute landline phones throughout the region.
2006s
2010s
Widen Horizons: Goh Joo Hin's Growing Export Brand
Goh Joo Hin Secures Exclusive Distribution Rights for Hormel, Spam, and California Mexico Products
2010s
2011s
Entertainment Enters the Mix
Goh Joo Hin broadens its export range with exclusive distribution of Sony Personal Entertainment Products.
2011s
2016s
Horizon continue to expand
Goh Joo Hin gained the exclusive distributorship for GP Batteries
2016s
2018s
Going digital to empower lifestyle
Goh Joo Hin became the sole distributor for Casio Electronic Musical Instruments and LG Home Entertainment Products
2018s
2021s
From Tech to Tidy
Goh Joo Hin entered the Aeries Air Purifier distribution market
2021s