Dragon Brand Online Store

What Dragon Brand Online Store does

Dragon Brand Online Store is a Singapore-based, family-owned traditional food and beverage company specializing in premium edible bird's nest products, founded in 1957 by Mr Tan Kim Pheow and currently operating under its parent Kim Hing Food Industries Pte Ltd. The company's operations are conducted through Dragon Brand Bird's Nest Pte Ltd, which runs the e-commerce storefront. Its core product portfolio is built around ready-to-consume bird's nest through four primary categories: bottled bird's nest (vacuum-sealed glass bottles in 75g-230g sizes with rock sugar, reduced sugar, ginseng, collagen, or sugar-free variants), concentrated bird's nest (thicker formulations requiring refrigeration), bird's nest beverages (120ml ready-to-drink in single or carton packs), and bowl bird's nest (dessert-style with lotus seeds or gingko nuts). Supporting offerings include gift boxes, Chinese New Year hampers, mini concentrated collections, and adjacent premium foods such as abalone and bird's nest facial masks.

The company's proprietary technology is anchored in its 1986 invention of the world's first glass-bottled bird's nest, which uses vacuum sealing and heat sterilization to produce ready-to-eat product with prolonged shelf life while retaining the flavors and nutrients of traditionally prepared bird's nest, with no artificial preservatives, coloring, or flavoring. Manufacturing is conducted under HACCP certification (SGS, since 15 January 2004) and Halal certification (MUIS, since 2006) at the Senoko South Road facility. Raw bird's nest is ethically sourced from sea caves off Yogyakarta, Indonesia, where native pickers harvest limited quantities per shift under time-honored methods.

Revenue is generated through a multi-channel model: direct-to-consumer e-commerce (Singapore-only delivery via the Shopify-powered dragonbrand.com.sg), four company-owned retail boutiques at premium Singapore locations (Marina Bay Sands, Takashimaya Ngee Ann City, Nex Mall, and Fook Hai Building), wholesale distribution to medical halls and fine dining Chinese restaurants, and international expansion through Dragon Brand China and Dragon Brand Taiwan trading offices plus agent/distributor partnerships spanning Canada, USA, Hong Kong, Japan, Australia, and Malaysia. Pricing is SGD-based with bulk discounts (e.g., 25-33% off tiered purchases) and free delivery above SGD $100. The customer base spans health-conscious individual consumers, elderly, women, children, and pregnant women on the consumer side, and medical halls, restaurants, and international distributors on the B2B side. The company remains family-led with three generations of the Tan family involved and has no disclosed external institutional investment.

Name

Dragon Brand Online Store

Legal name

Dragon Brand Bird's Nest Pte Ltd

Website

https://dragonbrand.com.sg

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

51–100 employees

Short description

Dragon Brand Online Store is a Singapore-founded family business (since 1957) selling premium ready-to-eat bird's nest products — bottled, concentrated, beverages, and bowls — directly to health-conscious consumers via e-commerce and four retail boutiques, and wholesale to medical halls, restaurants, and international distributors.

Ownership category

akta.pro rank

Product category

Edible Bird's Nest and Traditional Chinese Health Foods

NAICS

All Other Specialty Food Retailers (445298)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Beverages (2080)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Edible bird's nest
• Ready-to-drink beverages
• Traditional Chinese tonics
• Glass-bottled bird's nest
• Chinese New Year hampers

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales (E-commerce): Online sales through Shopify-powered website dragonbrand.com.sg. Products include bottled bird's nest, concentrated bird's nest, bird's nest beverages, bowl bird's nest, and gift boxes. Consumers purchase directly with delivery within Singapore.
2. Retail Boutique Sales: Physical retail through company-owned boutiques at premium Singapore locations including Marina Bay Sands, Takashimaya, Nex Mall, and Fook Hai Building.
3. Wholesale to Medical Halls and Restaurants: Products distributed wholesale to medical halls across Singapore and fine dining Chinese restaurants. In the 1960s, products were widely distributed to medical halls in Singapore. The 1990s saw expansion to various countries including Canada, USA, Hong Kong, Taiwan, Japan, Australia, and Malaysia.
4. Agent/Distributor Partnerships: Partnership model for international expansion. Dragon Brand China (龙标燕窝中国) and Dragon Brand Taiwan (龍標燕窩台灣) serve China and Taiwan markets respectively. Company seeks micro-merchants, purchasing agents, distributors, and agents for partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Dragon Brand Online Store sells ready-to-drink and ready-to-eat edible bird's nest products manufactured by Kim Hing Food Industries Pte Ltd. The portfolio spans bottled bird's nest in glass bottles, concentrated bird's nest formulations, 120ml bird's nest beverages, dessert-style bowl bird's nest with lotus seeds or gingko nuts, mini portable concentrates, gift boxes, seasonal Chinese New Year hampers, and supplementary premium Chinese delicacies including abalone. Products are vacuum-sealed and heat-sterilized, free of artificial preservatives, and marketed for wellness, beauty, and traditional Chinese health nourishment.

Product overview

Dragon Brand Online Store is a traditional food and beverage company specializing in bird's nest products, founded in 1957 and operated by Kim Hing Food Industries Pte Ltd. The product portfolio centers on ready-to-consume bottled bird's nest beverages and concentrated formulations, supplemented by bowl-style desserts, gift sets, and limited skincare offerings. Core products are organized into four main categories: Bottled Bird's Nest (vacuum-sealed glass bottles in various sizes with rock sugar, ginseng, collagen, or sugar-free variants), Concentrated Bird's Nest (thicker formulations requiring refrigeration), Bird's Nest Beverage (120ml ready-to-drink bottles in single or carton packs), and Bowl Bird's Nest (dessert-style servings with lotus seeds or gingko nuts). Supporting products include Mini Concentrated Collection (portable 28g bottles), Half Concentrated variants, Gift Boxes, and seasonal Chinese New Year Hampers. The company pioneered the world's first glass-bottled bird's nest in 1986 and maintains HACCP and Halal certifications. All products are manufactured in Singapore using vacuum sealing and heat sterilization technology with no artificial preservatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Bottled Bird's Nest Ready-to-drink edible bird's nest vacuum-sealed in glass bottles under the HACCP-certified process with no artificial preservatives, available in 75g, 95g, 150g, and 230g sizes with rock sugar, reduced sugar, ginseng, collagen, or sugar-free variants. Sold to individual consumers and gift purchasers in Singapore through the Dragon Brand online store and physical boutiques.
• Concentrated Bird's Nest Thicker and richer concentrated bird's nest formulations in Superior and Royal grades with rock sugar or no added sugar, available in 150g and 230g sizes. Requires refrigeration after opening. Targeted at consumers seeking higher-potency bird's nest servings for wellness.
• Bird's Nest Beverage Ready-to-drink 120ml bird's nest beverages in formulations with rock sugar, reduced sugar, ginseng, collagen, or sugar-free. Sold individually or in cartons of 20 bottles. Targeted at consumers seeking portable, single-serve bird's nest drinks for daily consumption.
• Bowl Bird's Nest Ready-to-eat dessert-style bird's nest in 150ml bowls served with traditional add-ins such as lotus seeds or gingko nuts. Marketed for celebratory occasions and as a premium dessert. Targeted at consumers and gift purchasers seeking a ready-to-serve bird's nest dessert format.
• Mini Swallow Collection (Mini Concentrated Bird's Nest) Compact 28g bottle format of Royal Concentrated Jin Si Guan Yan Bird's Nest with rock sugar, sold in 6-pack sets designed for portability. Targeted at travelers, gift purchasers, and consumers seeking single-serve concentrated bird's nest portions.
• Half Concentrated Bird's Nest Intermediate concentration bird's nest product with rock sugar in 150g size, positioned between the regular bottled and concentrated variants. Targeted at consumers seeking a middle-tier concentration option.
• Gift Box Premium gift packaging designed to hold 3 bottles of 150g bottled bird's nest products. Sold as an accessory for consumers and gift purchasers presenting Dragon Brand bird's nest as a premium gift.
• Chinese New Year Hampers Seasonal gift hampers curated for the Chinese New Year festive period, containing Dragon Brand bird's nest and other premium food products. Targeted at corporate gifting, family gifting, and consumers seeking premium festive hampers.
• Bird's Nest Facial Mask Skincare products incorporating bird's nest extract for facial treatment applications. Targeted at beauty-focused consumers seeking bird's nest-based skincare beyond oral consumption.
• Abalone Premium Chinese delicacy category featuring abalone products, positioned alongside the bird's nest core range for celebratory and gift-giving occasions. Targeted at consumers and gift purchasers seeking premium traditional Chinese delicacies.

Quantifiable outcome

• Multi-million dollar revenue achieved in 1990s with continued expansion
• +2 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Dragon Brand China (龙标燕窝中国)coreChannel Partner/ Reseller/ DistributorDragon Brand China trading office established to serve mainland China's growing consumer market. Website: dragonbrand.cn. This is a company-owned operation serving as the primary distribution channel for China market.
• Dragon Brand Taiwan (龍標燕窩台灣)coreChannel Partner/ Reseller/ DistributorDragon Brand Taiwan trading office established to serve Taiwan market. Website: dragonbrand.com.tw. This is a company-owned operation serving as the primary distribution channel for Taiwan market.
• China Agents and DistributorscoreChannel Partner/ Reseller/ DistributorPartnership program seeking micro-merchants, purchasing agents, distributors, and agents for China market expansion. Dragon Brand will assist partners in expanding their business for mutual benefit. Contact: [email protected] or WeChat: normant265.

Scale indicators7 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Gold Kili: Singapore-based bird's nest and ready-to-drink bird's nest beverage brand with strong foodservice and retail presence in Asia. Competes head-to-head with Dragon Brand in bottled and beverage bird's nest formats, especially across Singapore, Malaysia, and PRC export markets.
• Yan Palace: One of the largest bird's nest chains in Asia, headquartered in Hong Kong/China with hundreds of boutiques and ready-to-serve bird's nest products. Comparable premium positioning, vertically integrated cave-to-bottle model, and overlapping gift set and bottled formats.
• Yan's Nest (燕之家): Hong Kong-headquartered edible bird's nest specialist with retail boutiques and bottled/cup bird's nest products targeted at Chinese consumers across Greater China and Southeast Asia. Direct competitor in the same product formats and gift-giving occasions.
• Tien Sheng Bird's Nest (天生集团): Established bird's nest specialist with both bottled and dried product lines and Chinese retail presence. Direct competitor in bottled bird's nest formats targeting gifting and wellness occasions across the Chinese-speaking world.
• Eu Yan Sang: Singapore-founded traditional Chinese medicine and wellness brand with deep bird's nest offering (bottled, essence, gift sets). Comparable heritage positioning, multi-channel retail across Asia, and shared focus on Chinese diaspora wellness consumers make Eu Yan Sang the closest direct peer.
• Dragon Phoenix (龙凤): Hong Kong-origin bird's nest and traditional Chinese health food brand with bottled and gift pack offerings. Comparable heritage story, premium positioning, and target consumer base of Chinese wellness buyers across Asia.
• Hock Hua (Tong Heng): Singapore heritage bakery and traditional Chinese food brand offering bird's nest, mooncakes, and festive hampers. Competes directly with Dragon Brand's Chinese New Year hampers and gift box positioning among Singaporean Chinese consumers.

Emerging players

• Ziyan (资燕堂) Bird's Nest: Emerging PRC direct-to-consumer bird's nest brand focused on younger consumers with modern packaging and e-commerce-led distribution. Represents the digitally native threat that could compress Dragon Brand's share in the China and overseas Chinese consumer segments if not countered.

Broad incumbents

• Brand's (Cerebos) Essence of Chicken: Iconic Asian heritage health tonic brand (essence of chicken) with similar ready-to-drink bottled format, gifting culture, and Southeast Asian retail distribution. Competes for the same wellness/gifting occasions, though in an adjacent (not identical) tonic category.

Regional players

• Tung Lok Group / Taitung Bird's Nest: Established Asian fine-dining and traditional Chinese cuisine group with bird's nest menu items and packaged bird's nest offerings. Comparable in heritage and premium positioning, though primarily known for restaurant operations rather than standalone bird's nest retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dragonbrandbirdnest

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dragon Brand Online Store