3rd-Gen Owner Of Heritage Taiwanese Eatery Yong He Closing Toa Payoh Outlet
Although Yong He’s Geylang flagship shop still exists, the self-proclaimed former “shao ye” says: “Taking over a brand that has been around for 40 years is not easy.” The new towkay plans to upgrade his family’s "outdated" brand and open new outlets soon.
In 2021, 8days.sg visited well-known Taiwanese eatery Yong He Eating House’s new takeout kiosk at Toa Payoh Central. The outlet, named Yong He Toast, was the first expansion for the heritage brand, which has operated in a Geylang coffee shop since 1986. The menu offers house-made soy milk and shao bing (Chinese flatbread) with fillings like braised pork, otah and red bean paste, plus you tiao.
The Toa Payoh outlet was the brainchild of Dong Han Zhong, now 45 and the third-generation owner of Yong He . He officially took over the business from his father last year. Despite the initial long queues, Han Zhong says the unpredictable market, decline in customers and expiring rental lease led him to the “tough decision” to close Yong He Toast. Earlier this month, a notice was displayed at the kiosk, informing customers that the last day of operation would be August 31.
While he acknowledged some “financial difficulties”, Han Zhong emphasised that the main reason for the closure was his own inexperience in managing the business and not because of losses. “The market hasn’t been the easiest for us. While still trying to recover from Covid, we were suddenly caught off guard by a [business] boom, and then a very sudden cool-down of the crowds. We were simply not prepared to ride this,” he shares.
Rebranding in the works, wants to modernise “outdated” brand
“People have many more choices today. There has been an influx of overseas beverage brands, it’s natural that traditional brands like us start to fall behind. With their modern branding and high quality products, it suddenly highlighted how outdated we are,” explains Han Zhong.
To keep up with the competition, Han Zhong decided to temporarily close Yong He Toast and focus on rebranding. “We need to evolve to meet the changing tastes of our customers and stay competitive. This closure is just the beginning of an exciting new chapter for us,” he says.
While secretive about the details of the updated brand, Han Zhong reveals that it will offer an expanded menu based on Yong He’s four staples – soymilk, soya bean curd, shao bing and you tiao. He adds that updates of the shop’s new location will be shared later this year.
Business at Yong He Eating House in Geylang will carry on as usual. “There is something nice about its old world charm - it really brings out the heritage of Yong He ,” he says.
Han Zhong with his father, Dong Rong
No regrets leaving “shao ye” lifestyle
During our visit three years ago, Han Zhong candidly referred to himself as a “shao ye” (young master in mandarin, which commonly refers to a privileged son) who was “enjoying life” prior to joining the family business. His Taiwanese grandfather trained under the original Yong He founder in Taipei and took over the shop when the founder retired. In 1986, Han Zhong’s father brought Yong He Eating House to Singapore. Besides the eatery, the senior towkay used to own a computer chip company.
Although retired, Han Zhong’s father continues to offer valuable advice on improving their products. He has been fully supportive and has not pressured him about how he managed Yong He Toast.
Han Zhong also mentions that he does not regret leaving his previous, cushier lifestyle where he mostly held part-time jobs. “The experience has been invaluable and has prepared me for the future,” he affirms.
“Not easy” taking over family biz
“Taking over a brand that has been around for almost 40 years is not easy,” admits Han Zhong. “Every uncle and auntie working at the shop has watched me grow up and they know the business better than I do!”
He explains that his biggest challenge has been balancing tradition with efficiency. “Because of my lack of experience in F&B, it’s been difficult to maintain our tradition while implementing more efficient practices,” he shares.
Addressing negative reviews
Over the past year, Yong He Toast has received negative reviews from customers, particularly regarding the quality of their shao bing, which some have noted was not as fresh and crispy as before.
Other patrons have also raised concerns about the consistency of the food at the Geylang eatery. One one-star Google review reads: “Standard drop significantly. Used to love the shao bing. Just bought one and [it] is super hard and can’t bite it off.”
Han Zhong acknowledges these issues, stating “I take customer feedback very seriously. It’s disheartening to hear that some feel the quality has dropped, but we’re committed to addressing these concerns.”
Plans to open new outlets later this year
While the closure of Yong He Toast marks the end of one chapter, Han Zhong is optimistic about the future: “Rather than dwell on the past, we’re using these insights to drive our rebranding and set ourselves up for future success.”
Now the sole owner, Han Zhong’s dedication to preserving Yong He’s heritage while evolving to meet modern demands reflects his commitment to his family’s legacy. “We’re developing a refreshed concept that aligns better with market demands. Once we’re ready, we plan to expand with renewed energy and purpose” he says. The plan is to open new outlets later this year, he says, preferably providing dine-in service “if we can find a suitable space”.
Yong He Toast’s last day of operations is on Aug 31. Located at #01-154 Blk 177 Toa Payoh Central, S310177. Open daily 9am - 7pm. More info via Facebook & Instagram.
Yong He Eating House is at 458 Geylang Rd, Lor 24A Geylang. S389417. Open 24 hours.
Photos: Alvin Teo
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