Since 1962
The front shop
Sin Joo Heong is ONE of the most famous Chinese biscuits brands, which is started by Lee Cheng Hoon in 1954. He would make the heong peah in his home and then go around his hometown, Bagan Datuk as well as Teluk Intan to sell them. He also shared his art for making the pastries with his sons during their schooling days.
Lee's eldest son Joo Heng took over the business from him in 1996 when the father retired. Joo Heng then brought the business into a newer era as he used machines and marketing techniques to increase business.
He also changed the recipes for his father's pastries slightly by using ovens instead of coal fire as that was too expensive and time consuming. Originally, they had only four main biscuits recipes - heong peah, tau sar peah, sak keh ma and pineapple tarts. They have expanded to more types of biscuits and are distributing food from other brands. All the ingredients for their biscuits are made by Joo Heng's brother Joo Hian in a small factory down the road.
The famous Tiger head brand has already expanded and has an outlet in Ipoh and will be looking into opening another branch when the time is right.
Sin Joo Heong Confectionery
Lots of biscuits, cakes and etc
Scenario in the shop
Specialty 1: Heong Peah
The Heong Peah has a thick paste that tastes mildly sweet. The filling also carries an onion flavour. The crumbly skin is baked until it is dry and golden brown and is made from wheat flour hence, the rich and milky taste.
Heong Peah
The large-size almond cookies have a yellow appearance and are very crumbly. It is made of dough mixed with almonds that have been crushed to a powder and has a very robust nutty taste.
Specialty 3: Sak Keh Ma
The Sak Keh Ma comes pre-chopped into large cubes. The semi-soft and sticky rectangular flakes require peeling and has a sweet taste.
Specialty 4: Pineapple Tarts
The pineapple tarts look like mini hot dogs. The caramelized pineapple filling is sweet with a very delicate fruity taste. It is wrapped in a layer of short crust pastry that has a very milky taste and is very rich and crumbly.
Pineapple Tarts
Specialty 5: Tau Sar Peah
The baked Tau Sar Peah has a golden brown exterior but is very soft and buttery. The thin layer of pastry holds a large ball of green bean filling that has a savory taste with a slight hint of sweetness is very dry but still delicious.
Tau Sar Peah
This shop is always famous and packed with people especially during CNY. Lots of people come all the way from KL or other places, queuing for long just for the sake of buying Heong Peah and Tau Sar Peah. With the quality maintaining, I believe this will be a great confectionery to pass down from one generation to other.
Location Map
Address: 830-D, Jalan Mak Intan,
Durian Sebatang,
36000 Teluk Intan,
Perak.
Telephone: 05-622 2472
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