Meet Alex, the CEO of a family business that produced the household brand Huji Health Tonic and many other high quality health products. With a focus on preserving age-old herbal formulations while embracing modern health innovations, Alex has successfully guided the brand to become a trusted household name in wellness.
Driven by a mission to promote holistic health, his company continues to serve generations of customers seeking natural remedies for vitality and well-being. Here’s his story.
How did your company identify the need for a TCM tonic drink that targets back pain and discomfort?
Back then, over 30 years ago, we operated as a TCM medical hall. Many customers came in wanting to buy tonics, but they didn’t want to buy the herbs and go home to boil them themselves. You know, the old concept — seven bowls of water boiled down to one bowl — it was so much trouble and work.
At that time, the only options available were Dom and Yomeishu, but those contained alcohol, which people with diabetes, high blood pressure, and high cholesterol couldn’t take. That inspired us to create Huji Health Tonic. We believed everyone deserves to nourish their body for better well-being. That motivated us to search for factories in China to produce this product.
How does Huiji differ from other traditional remedies available in the market today?
Other products usually wait for a problem to appear before addressing it. In contrast, our health tonic aims to prevent problems before they occur. When you consume our health tonic, your body absorbs the nutrients that help strengthen your back, reducing the risk of injury and back-related issues.
Prevention is better and cheaper than cure. We emphasise this to our customers—those seeking a quick fix won’t find it here.
What are the key ingredients in Huiji health tonic that are particularly effective for back pain relief?
The herbs that help with back pain are very potent, but your body can only absorb so much. Few key ingredients that make the product effective are dang gui (Chinese Angelica root) and ren shen (ginseng root). We also use Cordyceps. Dang gui helps with blood circulation, and using high-grade dang gui enhances the absorption of other herbs into the body, making the tonic more effective.
Ren shen invigorates the spleen and stomach and reduces fatigue while giving more energy. Once your blood circulation improves, it effectively helps alleviate pain, not just in the waist area.
Improved blood circulation is a major benefit because it allows your body to absorb supplements more easily. Without good blood circulation, even the best supplements won’t be fully effective. That’s why we always emphasise the importance of circulation.
I also wanted to show customers that I was willing to put my face and personal branding on the line because I’m confident in Huiji products.
What made you start content creation as the CEO of Huiji?
I often felt frustrated when we engaged content creators and influencers. No matter how thoroughly we briefed them, they couldn’t effectively convey the essence of our message. Of course, I’m not referring to all. I thought that if I presented the content myself, I might be able to communicate the product’s benefits better.
I also wanted to show customers that I was willing to put my face and personal branding on the line because I’m confident in Huiji products. It’s a statement and a promise to consumers — if I produce a product, I will make the best version or not participate at all.
Looking ahead, are there plans to expand Huiji’s product line or introduce new offerings related to holistic health and wellness?
Yes, I advocate for natural healing, and TCM falls under that category. Currently, I want people to know Huiji as a brand, not just a health tonic. Unfortunately, many people think Huiji is just a product name.
But we offer other products as well, and we’re looking to expand into natural healing and health food supplements. We don’t want to be limited to TCM because all these elements can work together to help people achieve better well-being.
What advice would you have for individuals looking to take over their family businesses?
If you want to take over the family business, do your best to retain the values it was built on. For Huiji, we always emphasise quality. For example, during COVID, the prices of herbs went through the roof—some herbs increased by 500-600%.
But we did not choose second or third-grade versions to save costs. That’s why our loyal customers stick with us. Maintaining the values of the business is essential for long-term success.
Moving forward, what are your future plans for the company?
In the next few years, I envision Huiji as a highly efficient and digitally empowered business, where automation streamlines operations, allowing my colleagues to focus on high-value, strategic work that drives growth.
I hope to have a larger community of followers who know and support me for my values and trust in Huiji products. Ultimately, I want Huiji‘s customers to lead healthier, more rewarding lives and experience a better aging process.
Where do you see yourself and what’s your vision for Singapore in the next five years?
Beyond Huiji, my goal is to establish myself as a thought leader in business transformation, particularly in helping traditional and family businesses evolve, adapt, and thrive in today’s fast-changing landscape.
I aim to become a more experienced and impactful public speaker, sharing insights that inspire and empower entrepreneurs. Through my journey, I hope to not only build a strong online presence but also foster meaningful connections that create lasting value for businesses and communities alike.
For Singapore, the next five years will be challenging, especially with the rising cost of living. As a business, we want to deliver quality, but we know that quality comes at a price. Herb prices skyrocketed during COVID, but we still try to keep prices low without compromising on quality.
Connect with Alex: huiji.com.sg and linktr.ee
