In 2015, Chen Shu Cheng, in collaboration with Sin Ocean, launched the "Crown Brand Abalone Banquet" at Sheng Siong Supermarket on two consecutive Sundays. The event, which allowed the public to sample abalone for free, was met with overwhelming enthusiasm. The venue quickly filled up, and reservations were fully booked within half a day. Even additional orders quickly ran out.
After the event, as the Crown Brand Abalone spokesman, Chen Shu Cheng discovered how much Singaporeans loved abalone. To connect with them further, he made a special appearance at the Sheng Siong supermarket, where he met customers in person and even accompanied them for free tastings of abalone.
Why did Chen Shu Cheng become the spokesperson for Crown Brand Abalone?
Mr Chen, who rarely endorses products, explained that he felt a deep sense of social responsibility. Upon discovering the Crown Brand Abalone, which was both affordable and of excellent quality, he decided to recommend it to the public.
Reflecting on his childhood, Chen recalled how abalone was once considered a rare and expensive delicacy that most ordinary families, including his own, couldn't afford. This childhood regret fueled his desire for everyone, regardless of their financial status, to enjoy abalone, especially during the Lunar New Year. He emphasized the importance of having high-quality, affordable "little Yuanbao" to celebrate the season.
Chen also highlighted the high cost of well-known or premium abalone brands, some of which were not particularly delicious despite their expensive price tags. In comparison, he praised Crown Brand Abalone for its superior taste—fresh, sweet, and tender—while remaining budget-friendly.
As a dedicated spokesman, Chen Shu Cheng concluded with a memorable phrase: "When giving gifts, add a can of abalone—Crown Abalone, your first choice."
