The aroma of freshly brewed kopi, the clatter of porcelain against saucers, and the quiet hum of patrons enjoying their traditional kaya toast—Killiney Kopitiam was more than just a childhood haunt for Woon Tien Yuan, a Bachelor of Business Admin (BBA) graduate from the Class of 2012. For the current Director of The Killiney Group, it was an intoxicating symphony of flavors and textures, an artistic masterpiece meticulously crafted over generations.
His mission now is to guide this venerable Singaporean icon into the future.
Tien Yuan in front of a Killiney branch
Q: What are your earliest memories of the family business?
I fondly recall helping at our Turf Club outlet when I was around 16. It was quite an experience—witnessing horse racing events and interacting with a wide range of customers. Some were thrilled after winning their bets, while others became grumpy when they lost. It was a fun and valuable lesson in dealing with all kinds of people.
Q: Did you always know you’d take over Killiney?
Not at all. There was never any pressure from my family to join Killiney. In fact, my father often discouraged me due to the challenges of the Food & Beverage industry. But I saw the effort my elders put into building the brand, and I wanted to keep this heritage alive.
Q: How did your time in Business School help prepare you for life in Killiney?
One major takeaway from my time in Business School is the strength of teamwork. Back then, we had to work as a group for almost every module. Through these assignments, I have learnt the importance of collaboration. Everyone in the team has his/her respective strengths and weaknesses, and it is crucial to identify individual capabilities to unleash the team’s full potential. Applying this to a real-life business, we always try to find the right person for the right job so that the business can grow.
Q: What do you remember most about your time in NUS Business School?
During my 2nd year in NUS, I had the opportunity to attend Maastricht University, Netherlands, for a 6-month exchange programme. Staying and studying overseas definitely taught me how to be more independent and to better understand different cultures.
I thoroughly enjoyed this 6-month stint, and I truly believe that all BBA students will benefit in one way or another from this global experience. Back then, I did have a few schoolmates who were interested but were unable to experience the student exchange programme due to financial difficulties. This probably explains why I set up a bursary, the TY Woon Student Exchange Bursary, in 2020 to give back to financially challenged Business School students to help them participate in and benefit from exchange programmes.
I also fondly remember the Social Entrepreneurship module and my final-year project with a Malaysian social enterprise. These experiences taught me the importance of balancing profit with social responsibility, inspiring me to integrate food technology into our F&B business for affordable food and reduced waste.
Tien Yuan (right) with his classmates in Maastricht
Q: How has COVID-19 impacted Killiney, a business traditionally focused on the in-person dining experience?
The pandemic certainly posed a challenge to our traditional model. However, we had already started exploring delivery options before COVID-19, and the pandemic accelerated our adoption of online channels and partnerships. While these platforms don’t fully replace the revenue lost from dine-in customers, they have been crucial in softening the blow. Additionally, this shift has pushed us to rethink our business models by making a move into e-commerce in 2020.
This was a blessing in disguise as we have launched more than 50 different products over the past four years. Many of these products, including individual packs of instant coffee and ready-to-cook pastes, have become popular as consumers prioritise convenience and hygiene.
Q: Were there any challenges in developing so many products and going into e-commerce?
On the product development side, maintaining Killiney’s signature quality and taste across a wider variety of offerings was crucial. This required significant investment in research and development, collaborating with food technology experts, and rigorous testing to ensure each new product lived up to our standards. It was a constant balancing act between innovation and preserving our heritage.
The shift to e-commerce also brought its own hurdles. As a brand primarily known for its physical kopitiams, establishing a strong online presence and gaining consumer trust in our digital channels was a learning curve. We had to adapt our marketing strategies, streamline our online ordering and delivery processes, and ensure a seamless customer experience from browsing to receiving their orders.
Left: Tien Yuan (in green) and his classmates with Albert (centre, in white).
Right: Tien Yuan with Pei Chuan (centre) during Commencement.
Q: Lastly, what advice do you have for your juniors at Business School?
Don’t be too quick to pass on the chance to join an SME. MNCs are always attractive places to work but SMEs make up most businesses in Singapore. In fact, SMEs provide a good platform, especially for fresh graduates, to get on the ground and accumulate a wide variety of hands-on experience. This experience accelerates one’s learning process and will be very helpful for his/her future career.
