About Us


YEAR 1960 & 1961

Lian Hua Seng Sdn Bhd (LHS) – a Sarawak based company founded by the late Mr. Chew Khuat Hoe (father of Mr. Chew Chee Heng), was incorporated on 5 January 1960. LHS began a business from a small retail shop selling consumer food products such as sugar, rice, salt, flour and onions at Kuching Main Bazaar – one of the busiest streets in the heart of Kuching city. The street was also famous for its raw Sarawak pepper as well as a variety of raw and processed foodstuff.


LHS expanded into the wholesale business, importing consumer food products from Peninsula Malaysia and Thailand. Among the brands carried by LHS, “CSR” sugar and “Erawan” rice flour & glutinous rice flour were the flagship products, which the market demand for these brands continues to remain very strong until today.

YEAR 1962

Mr. Chew Chee Heng started to venture into rice business, initially beginning with the repackaging of rice before becoming a small scale rice producer

YEAR 2007

The experience in the rice business over the years gave the board of directors the determination to develop their own brand. From 2007, Datuk Chew Chiaw Han had planned & carried out product development before launching their own brand -“Happy Rice.” From setting up the rice milling plant to planning the marketing mix and investment fund, Datuk Chew Chiaw Han preserved &committed his full involvement in the entire process matching his strong ambition to enter the rice business.

YEAR 2009

“Happy Rice” was launched in 2009, two years after Mr. Chew Chee Heng handed the leadership to his son Datuk Chew Chiaw Han. In 2009, LHS also invested about RM 10 mil in the land, construction, machinery & pre-operational expenses to build the rice mill at Demak Laut Industrial Estate in Kuching covering 5.5 Acres. LHS was one of the very first rice milling plants in Sarawak to use high-efficiency digital machinery to process rice while others still adapted to the traditional way of the semi-manual milling system.


Today, the usage of digital machinery to process rice has been widely adopted amongst rice milling plants in Sarawak. LHS remains the second largest rice producers/supplier in the divisions of Kuching, Samarahan and Sri Aman under the guidance of Datuk Chew Chiaw Han, who is currently the Chief Executive Officer of Lian Hua Seng Group of Companies and Managing Director of Ibraco Berhad.

- Statewide rice wholesaler of preferred choice.

- Value customer loyalty, business partners and employees.

- To provide quality and healthy products accompanied with services that values for money.
- To be East Malaysia’s leading rice wholesaler and processing plant by/through providing quality rice products, other food related items and services.

- To be recognized internationally for excellent service support. Hence, everyone now says “Happy Rice, I Just Like It”.

- To meet customers’ needs and satisfactions by exceeding their expectations and requirements.
- Strengthen market position and build brand awareness through effective advertisement and promotional programs.

- Continuous quality and service improvement.

- Repeat consumers through innovative
customer loyalty programs.
- Statewide rice wholesaler ofpreferred choice.

- Value customer loyalty, business partners and employees.

- To provide the healthy as well as the best products & services which offer extra value for money.
- To be the leading rice processing plant & wholesaler in East Malaysia providing quality rice product and other food related items and services and be internationally recognized with the support of excellent service.That is why everyone now says: “Happy Rice, I Just Like It.”

- To meet customers’ need and satisfaction by exceeding their requirements or expectation.
- Strengthen market position and build brand awareness through effective advertisement and promotional programs.

- Continuous quality and service improvement.

- Repeat consumers through innovative
customer loyalty programs.


HACCP new logo

Read - Food Safety

The Hazard Analysis and Critical Control Point (HACCP) under MS 1480 certification have been awarded to Lian Hua Seng Sdn. Bhd. for its processing & packaging rice and salt. HACCP is a risk assessment tool that takes a systematic approach to evaluate food safety practices. It is designed to identify, assess & control hazards in food safety so that the manufacturing processes are protected from contamination & the risk of food poisoning is minimized. HACCP (Hazard Analysis & Critical Control Points) is the internationally recognised structured operating method that helps organisations in the food & beverage industry identify their food safety risks, prevent food safety hazards and address legal compliance.

Hazard Analysis And Critical Control Point (HACCP)

Read - Quality Assurance

Happy’s products bear halal certification by the Islamic Food and Consumer Goods Research Division of JAKIM. Our manufacturing processes reflect an understanding that halal food & drinks are an important matter for every Muslim consumer. Halal items do not contain anything impure under Syariah Law. Happy’s products are deeply committed to upholding these standards of purity and to preserving customer confidence in every item that leaves the rice plant.


Read - Quality Management

Lian Hua Seng Sdn. Bhd. attained certification under the new ISO 9001 standard in the year 2009. The ISO 9001 not only helps standardize quality systems in the company but also serves as an additional guarantee to assure our customers of the stringent systems that deliver quality products to them.

ISO 9001:2015

Read - Hygiene Standards

MeSTI or named it as “Makanan Selamat Tanggungjawab Industri (MeSTI)” Lian Hua Seng Sdn. Bhd. attained MeSTI certification to ensure our company to fulfill Food Hygiene Regulations 2009 requirements and comply with a full spectrum of basic hygiene requirement which focuses on operation control, hygiene & maintenance, traceability and record-keeping



Quality and hygiene of our rice are our first priority. High-tech computerized and highly systematic rice processing machines (inner weigher, destoner, rice polish machine, rotary shifter, colour sorter, and packer) are used to ensure that the rice being produced are clean and of high quality.


We have developed good ties with our clients. We service a diverse range of the distribution channel segment in Sarawak’s marketplace that are consisting of:




Grocery Shop