The New Ubin Seafood Group began in 2008 as a single outlet situated in the rustic Sin Ming Industrial Area amongst a myriad of car workshops. The homegrown, family-run business established by Mr Pang Seng Meng and his wife, Mrs Michelle Nicholas, soon gained a cult following for serving up Singapore “tse char” and seafood dishes, alongside contemporary European and Western cuisine.
At its core, New Ubin Seafood’s ethos and belief is being – and continuing to be – “Truly Singaporean”. To the family management team, this means championing Singapore and Singaporeans, whilst carving out on the culinary landscape what Singapore cuisine means, and what a Singapore dining experience ought to be.
10 years on, the Group now runs two outlets at Hillview and CHIJMES, with the former being New Ubin Seafood’s home in the heartlands and the latter its presence in the heart of the Singapore metropolis.
The unique fare and experience offered by New Ubin Seafood has led it to garner multiple awards and rave reviews over the years, culminating in three consecutive Michelin Guide “Bib Gourmand” awards conferred on its outlet at Hillview - from the inaugural year the Guide was launched in 2016 all the way through to 2018. The Group is on track to open its third outlet in the Balestier area by December 2018.
In 2017, the New Ubin Seafood Group embarked upon the creation of “Garang Grill”, focusing on grilled meats. Its first outlet is located at 15 Swan Lake and the Group has plans to open a second outlet.
By the second quarter of 2019, the Group intends to open a fourth New Ubin outlet, and to acquire a central kitchen. The Group will concurrently launch its online FMCG and events arm during this time, and has in-principle discussions to expand both regionally and internationally.
