Walian is a local Malaysian food producer and supplier, with its flagship product popularly known as Kuetiau Keping/Gulung, also known as Cheong Fun.
The family-owned business has been producing Cheong Fun since the 1950s. Their late grandfather, Leong Fatt, started with enthusiasm and confidence, to introduced Cheong Fun into the market. Despite the humble beginnings of operating from a wooden shack and producing merely 100 pieces a day, he envisioned the business achieving multi-generational continuity and success.
It was his son, Leong Yoke Seng, who continued the business’s legacy. Instead of just producing merely Kuetiau Keping/Gulung, he began expanding the product range to include Kuetiau Goreng/Sup, Mi Kuning/Besar, Yong Tau Fu, Sos Manis and Sos Cili. The entrepreneurial spirit has persisted through three generations of ownership to the present day, with the grandsons and granddaughters now taking the reins.
Walian’s motto, “Our grandfather pioneered it, our father built it, and we are here to engineer it and improve it,” articulates the Leong family’s vision, values, and goals toward multi-generational success.
Driven by determination, the business has been firmly established over the years. In 2017, Walian relocated to a new and modern 27,000 sq ft facility to meet the production demand of over 20,000 kilograms per day. The Halal certification obtained in April 2018 marked another key milestone. By adopting new technologies and standards while staying true to tradition, the company has experienced tremendous growth.
Today, Walian holds a dominant market position in Malaysia’s Cheong Fun industry and has expanded not only its rice-flour-based product line but also its fish-based products. Trusted for its quality and dependable service, Walian has expanded its distribution channels from the Klang Valley to the Northern region (Perak, Penang, and Kedah), the Southern region (Negeri Sembilan, Melaka and Johor), the East Coast (Pahang and Terengganu), and Sarawak. With a strong and proud heritage, the next goal is to make Walian a household name across the nation.