The Sin Hin Story

Previously known as “New Long Food Ltd”, Sin Hin Frozen Food Pte Ltd was founded in 1983. Starting as a local distribution selling frozen seafood, our first key milestone was being the first company authorised to supply frog legs to Singapore. Since then, we have evolved over 30 years into a global supplier with presence all over Asia, America, Australia and Europe. With profits from overseas markets far exceeding our local revenue, we are in the process of launching aggressive expansion initiatives to capitalise on our ever-growing brand reach.

Our range of products offered today reflects the growth of Sin Hin as an international player. From our humble beginning distributing local favourites such as; shrimps, crab meat, scallops, black cod and frog legs, we now have a growing continental offering that includes lobsters, squids, groupers, coral trout, salmon and many more. What will never change is our mission of adapting to the latest food trends to not just be relevant, but at the forefront of the frozen food industry.

Our Reach

Sin Hin is already a brand name in Singapore, with wholesalers, caterers, restaurants, hotels and mega grocery chains carrying our products. Our network of global clients is also expanding; in advanced markets such as America, Australia and Europe, and in developing regional powerhouses China and Vietnam.

Our infrastructure and technology

Believing in only providing the best product and service to our clients, we have developed and upgraded our business to meet demand, and maintain our impeccable quality. In 2000, we constructed a processing factory in Indonesia to support our expansion efforts. We moved our headquarters in 2014 to a larger property, and adopted the latest warehousing and logistics systems. This has given us real-time communication abilities between our warehouse and headquarters, maximising the productivity and reaction time of our supply chain.

Partnership opportunities

Our doors are always open to developing mutually beneficial partnerships anywhere. If you have a business idea, or want to explore possibilities of working with us, do contact us at

parallax background

Stay in touch with us