Cover Killiney Kopitiam’s Woon Tien Yuan
Killiney Kopitiam’s Woon Tien Yuan
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Here, the second-generation business leader shares how he is growing the beloved heritage brand beyond the ‘traditional kopitiam’ model
In this series, Tatler speaks to second-generation entrepreneurs about their business journeys. They share more about stepping out on their own, life lessons learnt through business and how they hope to keep their family legacy alive.
When it comes to the quintessential Singaporean breakfast, one of the first things that comes to mind is a full local breakfast set that comprises kaya toast, soft-boiled eggs and a cup of Nanyang-style coffee. Even better if it is from Killiney Kopitiam—after all, it is the oldest Hainanese coffeeshop in Singapore.
For many Singaporeans, this coffeeshop needs no introduction. Previously known as Kheng Hoe Heng Coffeeshop, this joint was established in 1919 by a Hainanese immigrant before being bought over by Woon Tek Seng in 1992. Inspired by the coffeeshop’s location along Killiney Road, the joint was renamed Killiney Kopitiam. Over the years, the local institution has expanded with over 40 outlets in Singapore and overseas.
Today, the heritage brand is led by second-generation business owner and director Woon Tien Yuan. While his family has been in the F&B business for years, the younger Woon never felt any pressure to join any of his family’s businesses.
Read more: How collecting art has taught Woon Tien Yuan to better manage Killiney Kopitiam
Above Woon and his art collection
Woon and his art collection
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“As we grew up in a tight-knit family, we always help each other out and naturally it dawned upon me one day that I could contribute positively and differently towards our family businesses,” he explains.
Woon decided to join the family business after graduating from NUS Business School in 2012—however not as the director of Killiney Kopitiam but managing Woon Brothers Foundation, a family foundation established with a mission to “advance art and education; promote art and culture; and assist the weak and needy”.
Woon is an art enthusiast and avid art collector, so it’s no surprise that he decided to begin his career managing his family art collection. In 2015, Woon also founded his own art gallery, specialising in devotional artworks.
Above Woon and his friends
Woon and his friends
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From collecting art to growing the Killiney brand
Moving to take over Killiney Kopitiam was due to a “twist of fate” in 2019. While catching up with Ow Yau Png, his childhood friend and co-founder of food-tech company Hoow Foods, Woon challenged Ow to create a better instant beverage product for Killiney. This led to a joint venture between Killiney Kopitiam and Hoow Foods, and the start of Woon’s journey as the director of Killiney Kopitiam.
“At that time, we wanted to diversify our current business model and I saw the opportunity there for Killiney to grow and expand, and also for myself to be involved… That was the turning point that made me join Killiney,” he shares.
While art and F&B are different in many ways, Woon is still able to take the lessons he learned at Woon Brothers Foundation and apply them in Killiney. During his time at Woon Brothers Foundation, he learned to appreciate the “great value that can be created through having a long-term vision and its associated planning and investment”. He adds: “This is applicable even more so for any family business… Having a long-term plan for Killiney means we do not merely care about our quarterly financials but more so on enhancing our heritage brand for future generations of Singaporeans to enjoy and be proud of.”
Above The Killiney Experience
The Killiney Experience
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Going above and beyond
Since joining in 2019, Woon has been constantly introducing new ideas to enhance and preserve the heritage brand.
“For any F&B brand to survive and thrive in Singapore across time, it is important to understand the local consumers,” Woon says, adding that brands including Killiney will need to be updated with current trends to stay relevant in the industry. Woon sees this challenge in a positive light, as something that excites him and pushes him to work harder.
This year alone, the brand has initiated three new major projects: KillineyGO, Official Killiney Mart and The Killiney Experience. Launched in October 2023, The Killiney Experience is the brand’s latest project, and offers a modernised approach to the local heritage brand. Launched at Changi Airport Terminal 1, the concept hopes to “reach out to a larger tourist segment where we hope to share the Killiney story with visitors and overseas counterparts”. The retail store features a range of products, including instant and ready-to-drink beverages.
Fortunately for Woon, his family elders have been “very supportive of my proposed new plans and projects since day one”. He explains that it’s one of the reasons why the brand has been able to launch “many new lines of products within such a short time” in recent years.
Above Killiney ready-to-drink beverages
Killiney ready-to-drink beverages
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Working with family
Woon enjoys working with his family—whether it be at Killiney Kopitiam or Woon Brothers Foundation. “Every day is a learning journey for me, especially when I seek advice from my family elders. These learning experiences are priceless and invaluable because they represent the entrepreneurial journey that the previous generation have gone through,” he says. What’s more, being able to work with his family has also resulted in having a strong family bond.
Like most Asian families, Woon’s family elders tend to be “less expressive with words”. Looking back, he explains that a simple “pat on the back” or a nod as a go-ahead when it comes to a new project means a lot to him.
While he shares that there aren’t many trials while working in the family business, Woon shares that it’s important to respect the “inherent sensitivity”. He continues: “It is important to be fully cognizant of the reality that you will be working with your family elders on a daily basis.”
In his family business, there is an unspoken rule that always prevails—putting family first. “We would only proceed with a new project or business decision if all our family elders unanimously agree,” he elaborates.
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Team bonding session
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Looking ahead
Woon is constantly looking for ways to grow Killiney, elevating the brand to become a household name.
“At the end of the day, we hope that when someone mentions, sees or tastes a Killiney-branded product, be it in Singapore or overseas, [they] will instantaneously feel close to home,” he says. With Woon constantly introducing new innovative products and concepts, we’re sure that the heritage brand will not be going away any time soon.
Amanda Goh was the former senior writer for Tatler Singapore.
