Heavenly Rice was launched at Wheelock Place in Jan 2003 with "The Heavenly Experience: The Full Scoop on Rice" roadshow. The Heavenly Rice crew were on hand to explain to the crowd the nuances of all the various types of rice shown in our rice exhibition. Innovative rice dishes such as Chilled Asparagus Salad, Grilled Stuffed Teriyaki Squid and Sweet Coconut with Tropical Fruits, specially created to showcase the delicious flavour of Heavenly Rice, were also available for tasting. Another big draw was Makan Guru, KF Seetoh, of Makansutra fame.

The Heavenly Experience roadshow moved indoors to Ngee Ann City. In just 5 days, the response was so overwhelming that we had to stop taking pre-Chinese New Year HomeDirect delivery orders. Many were impressed by the unique rice roadshow, as well as our home delivery service.

In conjunction with the Thai Hom Mali Festival, the Heavenly Experience booth was set up at Suntec City. The festival was part of a public education programme run by Thailand's Ministry of Foreign Trade, Department of Commerce, to increase awareness of the Hom Mali mark. Rice packs that are stamped with this mark are guaranteed to contain the highest quality of Thai fragrant rice (Please click to view the mark in full). At the opening of the event, our booth was honoured to be the first to be graced by BG (NS) George Yeo, Minister for Trade and Industry.

This family day event saw an eclectic mix of stalls selling cooked food, sweets, snacks, drinks, shoes, air purifiers, cookbooks and floral teas. Yet again, Heavenly attracted high levels of interest from the large crowd of civil servants.

A drive to promote learning for lifetime employability in Singapore, the Learning Roadshow was jointly organised by the Ministry of Manpower (MOM) and the South West Community Development Council (CDC). This event showcased practical learning opportunities to enhance worker employability and promoted  "continuous learning to keep one's rice bowl".  As such, See Hoy Chan was approached to sponsor packs of half kg Heavenly Rice as premiums for every course sign-up. As part of our sponsorship, Heavenly Rice was also given away to participants in a 'Fill your rice bowl' game segment hosted by Perfect 10 Deejay Daniel Ong, Love 97.2 Deejay Voilet Fen Ying, and local television artistes Chew Chor Meng and Aileen Tan.

This carnival was organised and supported by many of the advertisers of Mediacorp Radio's Chinese stations. Here, See Hoy Chan's booth drew many interested families who were impressed by the fragrance and fluffy grains of cooked Heavenly Rice. Some purchased packs on the spot while many more ordered through HomeDirect to have Heavenly Rice delivered to their homes.