About Us
Sooi Keong Trading Sdn Bhd
Mr. Stanley was born into a farming family and helped with pig farming and butchering from a young age. In 1991, driven by ambition and a need to support his family, he opened a pork stall at the Ampang market with minimal resources. Through hard work and strong customer relationships, his business flourished.
He later transitioned to seafood, starting with live crab exports in the late 1990s. At his peak, he was dubbed “The Crab King,” exporting 5–10 tons of crabs daily across Malaysia and Asia.
In 2001, Sooi Keong expanded into fresh fish, and by 2004–2006, began importing a wide range of frozen seafood from countries including Indonesia, India, Thailand, Taiwan, Japan, and the U.S.
As wild crab supply declined and prices soared, the company made a strategic decision in 2016 to cease selling live crabs and fully focus on fresh and frozen seafood, laying the foundation for long-term, scalable growth.
Our Vision
Our vision is to be a leading integrated frozen seafood supplier, committed to delivering high-quality, value-driven products that cater to the growing demand for seafood in Malaysia and across the globe.
Our Mission
Our vision is to be a leading integrated frozen seafood supplier, committed to delivering high-quality, value-driven products that cater to the growing demand for seafood in Malaysia and across the globe.
Core Value
FRESH – Our Core Values
F – Food Safety & Quality
R – Reliability
E – Ethics & Integrity
S – Standards of Excellence
H – Heart in Service
We uphold the highest standards of safety and quality, ensuring every product delivers unmatched freshness and excellence.
Our customers can rely on us for consistent service, timely delivery, and premium-grade seafood every time.
We operate with honesty, fairness, and transparency—building lasting trust with customers, partners, and communities.
We maintain uncompromising standards in everything we do, from sourcing and operations to service and customer satisfaction.
We serve with sincerity and care, always striving to create meaningful, customer-focused experiences that go beyond expectations.
Core Value
FRESH – Our Core Values
F – Food Safety & Quality
We uphold the highest standards of safety and quality, ensuring every product delivers unmatched freshness and excellence.
R – Reliability
Our customers can rely on us for consistent service, timely delivery, and premium-grade seafood every time.
E – Ethics & Integrity
We operate with honesty, fairness, and transparency—building lasting trust with customers, partners, and communities.
S – Standards of Excellence
We maintain uncompromising standards in everything we do, from sourcing and operations to service and customer satisfaction.
H – Heart in Service
We serve with sincerity and care, always striving to create meaningful, customer-focused experiences that go beyond expectations.
The company officially moved into its own office building (Wisma YSK).