Kuo Choo Song (88),  Managing Director of Hup Seng Industries Berhad (Hup Seng), co-founded the 60year old Hup Seng group in 1958. Then he was only in his 20s. Presently his brothers are on the Board of Main Board Bursa Malaysia listed Hup Seng. Dato’ Keh (Kerk) Chu Koh (77) is Chairman while Kerk Chiew Siong (67), is Vice Chairman. Kuo Choo Song’s nephews, Kerk Kar Han (52) is Executive Director while Teo Lee Teck (60)is on the Board and concurrently Chairman of In-Comix Food Industries Sdn Bhd. Kuo’s niece, Kerk Chian Tung (49), is Executive Director of the company.  All have been with the family business for decades.  

Hup Seng’s signature Cap Ping Pong brand of biscuits “Hup Seng Cream Crackers” has been the staple revenue generator of Hup Seng since the factory started in 1958. This product has been consecutively awarded the Gold Medal for years 1994 to 2003 and Grand Gold Medal for years 2004 to 2019. It garnered the “International High Quality Trophy” award in 2017 and won the “25 Years Trophy” in 2018 by Monde Selection, Belgium.  It is a household name in Malaysia and a favourite among Malaysians despite the hugely competitive market for cream crackers.  

The Group also has a beverage division that markets “3 in 1 Instant Coffeemix”, “instant Teas”, “Nutritious Instant Cereal” and others under the “InComix” brand. The Group is engaged in blending coffee mix and other beverage mix and caters to both local and export markets. 

For the financial year ended 31 December 2019 Hup Seng recorded sales revenue of RM309.5 million with domestic sales taking a 72.2% share. Hup Seng Cream Crackers account for more than two thirds of the Group’s revenue. Hup Seng exports 27.8% of its biscuits to Thailand, Myanmar, Saudi Arabia, Indonesia, China and Singapore. Hup Seng reported an after tax profit in 2019 of RM41.53 million.  

Shareholders 
As at 16 March 2020, HSB Group Sdn Bhd has direct interest of 51% in Hup Seng Industries Berhad. Deemed interested in the 51% stake are Kuo Choo Song, Kuo Chee Ching, Kuo Chee Hau, Kuo Chee Joo,  Kuo Chee Kian, Kuo Chee Koon, Kuo Chee Yoong, Kuo Liong Yok, Kuo Lee Ai, Kuo Lee Yong and Kuo Lee Hun.