Kelly Jie is renowned for its seafood offerings, like this hugely popular claypot crab bee hoon soup.
In Singapore, Kelly Jie Seafood is something of an institution. The restaurant initially opened in 1998 under the name Mellben Seafood. As repute of its mouth-watering seafood began to spread, multiple outlets began to sprout, including the Mellben Toa Payah outlet which opened in 2006. Last year, the Toa Payah outlet was rebranded and named Kelly Jie Seafood, in honour of manager and owner Kelly Soon, who has for years, been affectionately dubbed “Kelly Jie” (older sister) by loyal customers.
“With its rebranding, we would like to give customers and diners an even closer affinity to our brand, and with my name fronting the name of the restaurants, diners will have greater confidence with our food, in terms of quality and consistency,” says Soon.
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