Singapore-based premium frozen seafood supplier, Lam Kee Fisheries has recently launched ready-to-cook (RTC) food products in the local market, while at the same time expanded its market to the Middle East and Southeast Asia.
Lam Kee has revealed plan to open an office in Dubai in April (reported before the start of the Middle East war between Iran and Israel/US). It also plans to open 2 more offices in Abu Dhabi and Qatar by early 2027. In. 2025, Lam Kee opened 2 offices in Malaysia and Thailand. This will bring its total overseas office to 6, including its existing one in China. This is part of its internationalisation strategy to be closer to overseas clients which now contribute 60% of its sales revenue.
In December 2025, Lam Kee launched RTC frozen seafood products under its retail brand Snow Treasures which is targeted to young working adults. This new category is expected to be a major growth driver.
Sam Tan, General Manager of Lam Kee said, “Seafood is a commodity and it’s purely a numbers game. Singapore’s population limits how much we can grow, hence our desire to expand overseas.”
Lam Kee was in discussion with airline caterers and wholesalers based in the UAE to supply their products. The company saw strong interest in its Chilean sea bass and black cod, which are sought after by hotels and Michelin-starred restaurants in the region.
Started as a small distributor selling live seafood, Lam Kee expanded into frozen seafood in the 1990s and soon started exporting its products. It currently exports its seafood products to 15 overseas markets and supplies to major hotels, airlines, restaurants and cafes like Sats, Marina Bay Sands and Jumbo Group. Lam Kee has streamlined its offerings to focus on 9 core premium seafood products, including Chilean seabass, black cod and Atlantic salmon.
Lam Kee is also venturing into retail (B2C) with the launch of its retail brand, Snow Treasures in 2018. The brand fails to gain traction in the early years as buying seafood online was unheard of during that time, with most consumers prefer to buy seafood physically at wet markets and stores. Market started to pick up during Covid-19 pandemic with online orders jumping from 3 prior to the pandemic to 600 per day.
Recently, Snow Treasures brand has expanded into pre-marinated and seasoned RTC frozen food targeting busy young working adults in Singapore, after 2 years investment in R&D. According to a company spokesperson, young working adults do not have time to prepare and cook a proper meal. In addition the brand offers premium seafood such as cod which is rarely available within the RTC frozen market that often focuses on cheaper salmon and barramundi as an example.
Currently, B2C accounts for 10% of Lam Kee sales revenue, and it aims to grow this segment to 18% by 2030, once the Snow Treasures brand expands its market overseas.
Lam Kee has also received growing demand from customers for value-added processing of its seafood products. It has seen a 30% increase annually in customisation and repackaging enquiries since 2021. This includes requests for customised pre-portioned cuts of fish, as well as bone-free and skin-free products. Customers in other countries ask Lam Kee to pack its seafood into retail-friendly sizes. Part of the reason is the shortage of labor to process/cut their own seafood for clients in the hotel and restaurant segments as an example. Lam Kee has adopted technologies like semi-automated weighing machines to process and pack its seafood more efficiently and accurately.
