Growing up with Asian snacks like salted egg yolk chips meant savoring flavors that felt both comforting and unforgettable. Yet when Jonathan Shen and Chris Hwang turned their eyes to the global market, they saw a different reality: these beloved treats were undervalued, underpriced, and largely overlooked by international consumers.
Back in 2015, Singapore’s FMCG market was crowded, dominated by established Western brands. Asian flavors were largely seen as niche, affordable snacks rather than premium products you’d gift or showcase in events.
Jonathan and Chris quickly recognized a gap: millennial consumers craved adventurous, culturally rooted flavors, but no brand was presenting them in a way that made people proud to share them.
They founded The Golden Duck with a vision to elevate Asian snacking to a globally aspirational experience.
Today, The Golden Duck has sold over 20 million packs worldwide, and is stocked in 650+ Woolworths and Metro stores.
How It Began: Inspiration from a Familiar, Unlikely Flavor
Jonathan Shen and Chris Hwang didn’t start with a massive budget or fancy offices. What they had was complementary expertise, and a shared passion for snacks.
Jonathan, with a keen eye for branding and marketing, looked at salted egg yolk and asked: what if salted egg yolk could feel luxurious?
While ubiquitous in Asia, it was rarely found outside hawker stalls or home-cooked dishes.
Chris, a stickler for quality and craftsmanship, understood that getting the recipe and packaging right could make all the difference.
When it launched, crowds queued for hours, wanting to get their hands on chips that tasted like home but looked like luxury. The Golden Duck’s Salted Egg Yolk later earned Jonathan & Chris recognition on Forbes 30 Under 30 Asia.
How It Went: Bold Flavors, Relentless Hustle
Entering a competitive FMCG market without big funding meant bootstrapping everything—from sourcing ingredients to hand-packing orders. They had to balance daring flavors with high-quality production, ensuring every snack met premium standards.
It wasn’t just about product innovation. Breaking into a market dominated by Western brands meant shifting perceptions: convincing consumers that Asian snacks could be modern and premium. Every unconventional pairing, every new flavor, was a calculated risk.
Chris ensured every ingredient and recipe exceeded expectations, while Jonathan told the story in a way that resonated with millennial snack enthusiasts.
They launched pop-ups, engaged directly with customers, and refined details one by one. Salted egg yolk became their signature flavor, but it was only the beginning. The Golden Duck now offers a growing range of gourmet Asian-inspired snacks, from Chilli Crab Seaweed to Tom Yum Goong and Spicy Mala Hot Pot.
What’s Next For The Golden Duck?
The Golden Duck isn’t slowing down. In 2025, the brand launched a new line of canister chips for Western markets including Australia, the United States, and Canada, with bold flavours like bold flavours like Truffle Wagyu, Kombu Seaweed Butter, and Sour Cream & Sriracha. At the same time, the company is actively entering new markets such as the UK, Europe, and China.
Innovation and sustainability remain at the heart of The Golden Duck’s strategy. The company continues to explore new flavors and formats while sourcing real ingredients to deliver premium, authentic taste experiences.
With every new flavor and product, Jonathan Shen and Chris Hwang are proving that Asian snacks can be premium and globally celebrated. Every bite is a story of heritage, innovation, and taste waiting to be told.
Connect With The Golden Duck
Website: https://www.thegoldenduck.co/
IG: @thegoldenduck.sg
