Overview:
Elaine and Cheryl Tioh are the sister duo behind San Cheng, a Singapore restaurant chain renowned for its authentic Ipoh cuisine. Originally from Ipoh, Malaysia, the sisters transformed their longing for their hometown food into a thriving F&B business that has sold over 1.1 million bowls of Ipoh hor fun and earned recognition in the Singapore Book of Records. Guided by their mother’s recipes and a shared commitment to authenticity, they have built San Cheng into one of Singapore’s leading brands for traditional Ipoh delicacies.
Industry:
Food & Beverage | Restaurants | Hospitality
Professional Experience:
Before entering the F&B industry, Elaine worked in logistics while Cheryl built her career in finance after moving to Singapore in the early 2000s. Having spent their childhood helping their mother, who operated a noodle stall in Ipoh for over 30 years, they developed strong culinary skills from a young age. In 2011, they opened their first San Cheng outlet at Clarke Quay Central, bringing authentic Ipoh hor fun, white coffee, and other hometown favourites to Singapore. Elaine oversees marketing, business development, and import logistics, while Cheryl manages kitchen operations, recipe standardisation, staff training, HR, and daily operations. Together, they have grown the business to multiple outlets while maintaining the authenticity of their family recipes.
Turning Point:
The sisters’ entrepreneurial journey began when friends encouraged them to turn their home-cooked Ipoh dishes into a business. Although neither had prior experience in running a restaurant, they recognised the lack of authentic Ipoh cuisine in Singapore and decided to take the leap. Their willingness to leave stable corporate careers, coupled with years of perseverance through manpower shortages, operational challenges, and the COVID-19 pandemic, laid the foundation for San Cheng’s long-term success.
What They Do Now:
Today, Elaine and Cheryl continue to lead San Cheng’s expansion while preserving the authentic flavours of Ipoh through recipes passed down from their mother. They oversee the company’s operations, product development, marketing, and strategic growth, with plans to expand through new dining concepts and future franchising opportunities. Their mission remains unchanged and that is to allow customers to experience the true taste of Ipoh without leaving Singapore while maintaining the highest standards of quality and customer service.
SGVisionaries Interview:
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