Tan Ser Seng's third generation fights to preserve herbal soup legacy

Tan Ser Seng, a beloved herbal soup establishment with roots tracing back to its founder's street-vending days, is embarking on a new chapter with the opening of its first shopping mall location. The move marks a significant shift for the third-generation owners, who had initially resisted taking over the family enterprise but have since committed to expanding its reach to younger consumers.

The business, which began over 80 years ago with pots suspended from a bamboo pole, has maintained its traditional recipes and preparation methods through two generations of family stewardship. Now, the third-generation proprietors face the delicate task of introducing the brand to modern retail settings without compromising the exacting standards established by their father.

The decision to open in a mall represents a calculated gamble for the traditionally informal business model. While the new location aims to capture footfall from a broader demographic, the owners remain keenly aware of preserving the authenticity that has sustained customer loyalty through decades of operation.

The venture underscores a broader challenge facing Singapore's heritage food businesses: adapting time-honoured culinary practices to contemporary retail environments while appealing to new generations who may be unfamiliar with the brand's origins in humble street-hawking culture.