Plaza 138, Suite 18.03, 18th Floor 138 Jalan Ampang 50450 Kuala Lumpur


Established in 1958, Hup Seng has been a household name synonymous with quality biscuit manufacturing. Today, it is one of Malaysia’s leading biscuit manufacturers with many accumulated outstanding achievements.

Hup Seng presently produces all its products from the factory located on 7.8 acres of industrial land at Batu Pahat, Johor. Currently, total production, storage and office space cover total floor space of 317,995 sq ft. Hup Seng also exports to more than over 20 countries. With an international market coverage that spans Asia, Africa, Oceania, Europe and North America, Hup Seng’s products have captured the hearts of consumers, young and old in many corners of the world.


Hup Seng’s most popular products are none other than their award winning Hup Seng Special Cream Crackers. The quality, taste and texture of the Special Cream Crackers is one of its kind and has become a household name for many generations.

Other products in the crackers family are Sugar Crackers and Corneo Crackers. For enriched nutritional value, we have Wholemeal Crackers and Deluxe Crackers.

Hup Seng also produces biscuits of all kinds. There are the PING PONG Marie Biscuits that comes in a few different flavours, PING PONG Sesame Biscuits which is full of toasted white sesame that you can see, smell and taste, KERK Sultana Biscuits which is delicious and nutritional, KERK Pineapple Biscuits that uses fresh pineapple to make the jam, and many more.

Launched in July 2015, Hup Seng’s latest pride and joy are the Naturell Oat Cookies. They come in three varieties – Original, Chocolate Chips + Hazelnut and Chocolate. These rustic looking homemade inspired oat cookies are Naturell-y unique. They melt in your mouth, taste delicious and leave you wanting more with every bite.

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