The Origins of Teochew Satay Sauce

Rooted in the rich culinary heritage of the Chaoshan region, Teochew satay sauce is celebrated for its distinctive aroma, depth of flavour and versatility.

Through generations of craftsmanship, traditional preparation techniques and a deep understanding of local tastes, this cherished condiment has become an enduring part of Teochew food culture.

Its story is one of tradition, dedication and a flavour heritage worth preserving.

Five Generations of Craftsmanship

FIRST GENERATION | XU QICHAO 许启朝

1876 — The Beginning of a Family Tradition

Born in 1876, Xu Qichao began mastering traditional Teochew seasoning techniques from a young age. He later established the Yurong trading business (裕荣号), laying the foundations for a family legacy in traditional seasonings.

SECOND GENERATION | XU DEFA 许德发

Carrying the Craft Forward

Xu Defa inherited his father’s traditional seasoning techniques, refining the craft through research and improvement while expanding the production and distribution of Teochew satay sauce.

THIRD GENERATION | CHEN SHIXUAN 陈石宣

Refining Tradition Through Expertise

Born in 1915, Chen Shixuan continued advancing the family’s satay sauce business. He refined production processes and later contributed his technical expertise to the Shantou Food Factory, supporting research and development in satay sauce production.

FOURTH GENERATION | XU RONGJIAN 许荣坚

From Craftsmanship to Enterprise

Born in 1932, Xu Rongjian joined the Shantou Food Factory in 1960. Building on the family’s traditional craftsmanship, he advanced satay sauce research, development and production.

In 1988, he embarked on an entrepreneurial journey with his son, Xu Huicheng, establishing Shantou Suburban Seasoning Food Factory and launching the KINGBRAND and JIN SUI brands.

FIFTH GENERATION | XU HUICHENG 许辉城

Preserving Heritage, Shaping the Future

Born in 1962, Xu Huicheng grew up immersed in the family’s satay sauce-making tradition. He carried forward the techniques passed down through generations, helping bring Teochew satay sauce to a wider national market while supporting the preservation and continuation of its traditional craftsmanship.

The KINGBRAND Milestones

1960 | A Foundation in Craftsmanship

Xu Rongjian joined the Shantou Food Factory, advancing his expertise in traditional Teochew satay sauce research, development and production.

1988 | The Birth of KINGBRAND

Xu Rongjian and his son, Xu Huicheng, established Shantou Suburban Seasoning Food Factory and introduced the KINGBRAND and JIN SUI brands, marking a new chapter in the family’s entrepreneurial journey.

1991 | A New Chapter of Growth

To support business development, the factory was renamed Shantou Jinyuan Seasoning Food Factory.

2004 | Building for the Future

The factory underwent restructuring to become Shantou Jinyuan Seasoning Food Co., Ltd. Building on traditional craftsmanship, the company expanded production capacity and improved manufacturing efficiency.

2018 | Expanding Our Reach

Shantou Kingbrand Catering Management Co., Ltd. was established to focus on product marketing and brand development, supporting KINGBRAND’s expansion into markets across China.

Tradition That Moves Forward

Honouring Our Past. Inspiring Our Future.

For five generations, the KINGBRAND story has been shaped by a commitment to traditional craftsmanship, continuous improvement and the distinctive flavours of Teochew cuisine.

As the brand continues to grow, we remain dedicated to preserving the heritage of Teochew satay sauce-making and sharing its unique character with more people.

KINGBRAND — A Heritage Passed Down. A Flavour to Be Remembered.