Despite being frequently characterized as quiet, Sam Goi has created a thriving empire. His ascent was molded by intuition, accuracy, and incredibly good timing rather than overt slogans or media efforts. Goi was born in 1949 and moved to Singapore from Fuqing, China, where he was raised humbly. Not because he was untalented, but rather because he had to work in his father’s grocery store, he left school early. He learned more about margins and the flow of goods at that store than in any school.
When he took over Tee Yih Jia in the early 1980s, it was a tiny food company that was on the verge of going out of business. Most noticed a dead end. The way Asian households, both in Singapore and outside, valued tradition but expected convenience was one area where Goi saw opportunity. Once handmade in kitchens, spring roll skins were turned into a marketed product that offered size and authenticity. Tee Yih Jia improved behaviors in addition to producing food, bringing uniformity to tables in the Middle East, Europe, and Asia.
Sam Goi has made significant investments outside of food during the last ten years. A pattern emerges from his acquisition of office buildings, his crucial position in PSC Corporation, and his audacious foray into coffee distribution: strategic forays into consumer staples that are remarkably adaptable and rooted in everyday life. People were surprised when he bought the majority of Kim Guan Guan Coffee. The choice seems especially creative, though, given the local fervor for heritage brands.
| Detail | Description |
|---|---|
| Full Name | Sam Goi Seng Hui |
| Date of Birth | April 26, 1949 |
| Age | 76 |
| Nationality | Singaporean |
| Nickname | “Popiah King” |
| Main Business | Tee Yih Jia Food Manufacturing (frozen foods and popiah skins) |
| Other Roles | Chairman of PSC Corporation, investor in real estate (GSH, KOP) |
| Recent Net Worth | Estimated between $2.3–$3.1 billion (USD) in 2025 |
| Notable Achievement | Transformed a struggling food unit into a global manufacturing leader |
| Personal Quote | “When you have a plateful while others are hungry for a mouthful, it’s a recipe for trouble.” |
| Credible Source Link | Forbes Profile |
Kim Guan Guan didn’t start out. Although it had been providing generations with traditional Nanyang coffee, it lacked the business drive to grow. A nostalgic product became a success story for Goi by utilizing PSC’s distribution power. He cited the brand’s reputation for excellence as a key advantage in a shareholder message. I remember that line. Goi revives tradition rather than pursuing originality.
He felt constrained for years by his moniker, “Popiah King.” His culinary heritage was honored, but the larger story was overlooked. Through strategic alliances and stealthily building up ownership in undervalued companies, Goi transitioned from maker to market leader. He was able to gain control without ever having to dominate headlines thanks to his influence in Hanwell, which is now PSC. He revamped business and acquired additional stockholders in 2021. The logistics performance significantly improved, and the share price steadied. Nearly all of the moves were really effective, although not all of them were showy.
I saw that almost every frozen Asian item in the aisle had Tee Yih Jia’s name or imprint on it when I went to a local supermarket in Kuala Lumpur a few years ago. It served as a reminder that real dominance often takes the form of availability and stealthily occupies every shelf and freezer space. Present without pressure is how Goi works.
Although he has never raised much awareness of it, his estimated net worth now is between $2.3 and $3.1 billion USD. In addition to reflecting a multifaceted strategy that includes elements of distribution, real estate, and food, his financial success also represents an attitude rooted in perseverance. Goi builds for decades, not quarters, while tech entrepreneurs fluctuate in value according to IPO trends. In addition to demonstrating his faith in real estate, his GSH holdings and KOP Group interest also demonstrate his chapter-based, rather than soundbites-based, way of thinking.
Examining a profile such as Goi’s is especially helpful for early-stage founders. He added intricacy after becoming an expert at one thing, spring rolls. Legacy industrialists’ patience is quite similar to that discipline. Goi stays out of the spotlight despite having billions of dollars. Not as well-known on investor panels as he is in art circles, he quietly acts as a diplomatic envoy.
He once said, “When you have a plateful while others are hungry for a mouthful, it’s a recipe for trouble,” in response to a question concerning wealth. His attitude of fortune—not as entitlement but as stewardship—is summed up in one remark, which is remarkably clear in its message.
