Song Fish Dealer Pte Ltd

What Song Fish Dealer Pte Ltd does

Song Fish Dealer Pte Ltd is a Singapore-headquartered seafood retailer and distributor founded in 1984 (per company history) and operating under the DBA "The Seafood Marketplace By Song Fish." The company sells fresh and frozen seafood, processed meat, vegetarian convenience foods, and bundle-deal items across a four-brand portfolio: Song Fish (core house brand with 40+ years of heritage), Ocean Imperial (premium tier), Tasty Farm (processed chicken and ready-to-cook products launched end-2016), and Ship Leader (economical bulk range). It serves both individual consumers via 10 mall-based retail outlets across Singapore and a direct e-commerce storefront with home delivery, and B2B customers including hotel chains, fine-dining restaurants, retailers, wholesalers, and ship chandlers, with additional export activity across Asia and globally. The company also runs weekly flash sales, bundle promotions, and an active recipe-content marketing program on its website and social channels to drive repeat purchases.

Name

Song Fish Dealer Pte Ltd

Legal name

Song Fish Dealer Pte Ltd

Website

https://songfish.com.sg

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Song Fish Dealer Pte Ltd is a Singapore-based multi-brand seafood retailer and distributor serving individual consumers through 10 mall stores and e-commerce, plus B2B hospitality, retail, wholesale, and export customers across Asia, with a 40+ year heritage.

Ownership category

akta.pro rank

Product category

Seafood Retail and Distribution

NAICS

Fish and Seafood Retailers (44525), Fish and Seafood Merchant Wholesalers (42446), Seafood Product Preparation and Packaging (3117)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092), Food And Kindred Products (2000)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

akta.pro secondary industries

Bulk Meat & Seafood Wholesale-to-Consumer (CRAHAMAI), Frozen Seafood Meals & Value-Added Seafood (CRADADAG), Marinated & Seasoned Seafood (Value-Added Raw/Par-Cooked) (AFANALAE)

Keywords

• Seafood wholesale
• Fresh fish retail
• Frozen seafood supply
• Halal convenience food
• Seafood export distribution

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales (B2C): Direct-to-consumer sales of fresh and frozen seafood products through online ordering with home delivery. Customers purchase individual items at listed prices with free delivery for orders over $100.
2. B2B Wholesale: Bulk sales to business customers including hotel chains, fine-dining restaurants, retailers, wholesalers, and ship chandlers. Products are sold under multiple brands including Song Fish, Ocean Imperial, Tasty Farm, and Ship Leader.
3. International Export: Export of seafood products across Asia and the rest of the world, ensuring on-time delivery of cargo as promised to international clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Song Fish Dealer Pte Ltd is a Singapore-based seafood dealer that supplies fresh and frozen seafood alongside convenience food, meat products, and vegetarian items to retail and wholesale customers. It markets these under multiple house brands (Song Fish, Ocean Imperial, Tasty Farm, Ship Leader) and serves consumers through 10 retail outlets and an online store, while exporting to Asia and other international markets.

Product overview

Song Fish Dealer Pte Ltd operates 'The Seafood Marketplace By Song Fish', a Singapore-based B2C and B2B seafood retail platform. The company offers a multi-brand portfolio under four distinct house brands: Song Fish (core house brand with 40+ years heritage), Ocean Imperial (premium seafood), Tasty Farm (launched 2016 for processed chicken and convenience foods), and Ship Leader (economical bulk range). The core product line includes fresh and frozen seafood (fish, prawns, shells, squid), processed meat products, and a growing vegetarian convenience food category. The company also runs Flash Sales with weekly rotating discounted items and services both retail consumers and commercial clients (hotels, restaurants, retailers, wholesalers, ship chandlers).

Differentiator

Problem solved

Functional benefit

Brands

• Ocean Imperial: Premium quality seafood brand used to market premium seafood products including Australia Scallop and limited range of Prawns.
• Song Fish
• Tasty Farm
• Ship Leader

Products and services

• Fresh seafood

Quantifiable outcome

• Consumer confidence established through 40+ years of reliable quality
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sustainable FisheriescoreStrategic or Co-development PartnerPartnerships with fisheries that adhere to strict sustainable practices ensuring responsible harvesting and safeguarding of marine ecosystem balance. This ensures fresh and ethically acquired seafood while contributing to preservation of biodiversity.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NTUC FairPrice: Singapore's largest supermarket operator carrying extensive fresh and frozen seafood at competitive prices, with a nationwide online grocery and delivery platform that directly overlaps Song Fish's retail and e-commerce channels.
• Cold Storage Singapore: Major Singapore supermarket chain with prominent fresh seafood counters and an online grocery platform — competes with Song Fish's retail outlets and e-commerce for fresh seafood baskets at scale.
• Maruha Nichiro: Japan-based global seafood company with integrated fishing, processing, and branded retail/foodservice distribution — comparable to Song Fish as a multi-channel, multi-brand seafood operator with export reach.
• RedMart by Lazada: Leading Singapore online grocery platform with extensive fresh and frozen seafood assortment and same-day delivery — directly comparable to Song Fish's e-commerce and home-delivery proposition.
• Pacific Seafood Group: Vertically integrated US seafood harvester, processor, and distributor serving retail, foodservice, and wholesale channels — a scaled analog of Song Fish's multi-channel seafood platform, though in a different geography.
• Thai Union Group: Global seafood conglomerate producing frozen, canned, and value-added seafood products under multiple brands — a scaled strategic analog to Song Fish's branded seafood portfolio (Ocean Imperial, Song Fish, Tasty Farm, Ship Leader).
• Sheng Siong: Singapore supermarket chain with growing fresh seafood assortment and online presence, competing for the same household seafood shopper as Song Fish's retail and delivery channels.

Direct peers

• Pin Hsiang Seafood: Long-standing Singapore seafood wholesaler and retailer serving retail and B2B customers with similar product breadth to Song Fish, including fresh, frozen, and prepared seafood across multiple price tiers.
• Ocean Catch: Singapore-based online seafood retailer offering fresh and frozen seafood direct to consumers with home delivery — the most direct functional comparable to Song Fish's B2C e-commerce seafood model in the same Singapore market.
• The Fish Farmer: Singapore online fishmonger specializing in fresh seafood delivery to consumers and F&B businesses, competing head-to-head with Song Fish for both B2C household customers and B2B restaurant supply in Singapore.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCbbZggsXs8cOCxzebmsjchg
• LinkedInlinkedin.com/company/song-fish-dealer-pte-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Song Fish Dealer Pte Ltd