HISTORY OF FEI SIANG
In 1988 , a husband and wife team ventured into the business world by opening a small kiosk selling snack food items at Sungei Wang Plaza in Kuala Lumpur. One day, they met a Japanese who introduced them to a Japanese invention, which is a baking machine used for making hot snacks. By experimenting with various types of recipes, the duo managed to create a snack food to suit Asian taste buds, incorporating kaya (coconut jam). This hot snack was given the name “Kaya-balls”.

Three years later, in March 1991, the couple established a small firm called Fei Siang Trading selling this “Kaya-ball” machine while continuing to expand their snack food outlets. Due to rapid expansion of its business, in 1998, the company was incorporated as Fei Siang Trading Sdn. Bhd.

FEI SIANG TODAY
In only a short period of time, Fei Siang Trading (FST) has expanded their operation to over 10 outlets, all of which are located at prime areas throughout Kuala Lumpur and the Klang Valley. The Sumo’s brand was then introduced in an effort to standardize all outlets’ operations, quality of food and drinks, packaging, marketing and personnel training efforts. Today, FST has over 100 outlets bearing the brand name Sumo’s.

Apart from expanding throughout the Peninsula Malaysia, FST has also cross national boundaries expanding its Sumo’s franchise to West Malaysia, Singapore Indonesia and Saudi Arabia. Our products have also reached many foreign countries including Saudi Arabia, Kuwait, U.A.E., Egypt, Turkey, Lebanon and Russia.

To date, FST has already over 20 years experience in the snack food industry. Our experience is culled in the innovation and manufacture of snack food. We have also in-depth knowledge of setting up and operating efficiently such snack food outlets. Because of our many years of hands-on experience in such business, we also have gathered an extensive knowledge of customers’ needs, expectations and most importantly taste preferences.

Apart from retail operations, FST is also a manufacturer and assembler of our own snack food machines such as the kaya-ball and waffle-cake machine, corn steamer and many more. We are also an exporter of home grown Sumo’s Super Sweet Frozen corn

MEMBER OF MALAYSIA FRANCHISE ASSOCIATION:
AFO-1206-09-F

MEMBER OF MATRADE: REG. NO - 17108

OUR AIM
As the initial introduction of our franchise program and snack food products throughout Malaysia has been successful, we plan to share the Sumo's and Fei Siang's wonderful delights and experience with people from all over the world.

OUR BUSINESS CONCEPT
At Fei Siang Trading Sdn. Bhd., we believe in forging a strong alliance with each and everyone of our business partners and customers. With our expertise and large range of quality products, we are sure that Fei Siang or Sumo’s snacks will be welcomed and accepted by people of all ages and nations.

At the same time, we are also committed to help all forms of entrepreneurs to start their own snack food business. Whether you want to build your own franchise brand or be part of the already popular Sumo’s Snack Food, we can tailor-make a unique business proposal to suit just your need. We will be with you all the way, from advising on potential business sites, defining start-up costs to actual operation troubleshooting. Long-term commitment and support is assured!