Along with the new year, out rolled SBS Transit buses in green, white and gold, asking "Is your rice Heavenly?". Splashed across the buses were large bowls of Hom Mali rice which looked so delicious that you could almost taste the fragrant rice. This campaign generated a positive buzz about Heavenly Rice, and saw an increase in Heavenly's brand recognition.

U-Weekly magazine, a weekly Mandarin TV and entertainment news magazine for Singaporeans, requested 4,000 packs of Heavenly Rice for their Chinese New Year issue. The giving of rice to U-Weekly readers signifies 'abundance' and 'fulfillment' for the coming Lunar Year of the Pig.

500 people came to this event, determined to know more about improving their health and wealth. The half-day seminar had subject matter experts discussing [1] the health benefits of Cordyceps, [2] investing for future, and [3] Feng Shui elements to enhance life and luck. See Hoy Chan supported the event by providing 1kg Heavenly Rice as part of the goodie bags for participants.

Heavenly Rice participated in the Food & Beverage Fair 2007 at Suntec City. Organised by Eastern Directories, this event drew a considerable number of people from all over Singapore. Billed as the largest Food & Beverage fair in Singapore, there were stalls to delight everyone's tummy. Customers who bought $10 worth of Heavenly Rice products at the Heavenly Rice booth stood a chance to win a Tupperware Rice dispenser [worth $145]. There were also 5 consolation prizes of 10kg Heavenly Rice. Heavenly Brown Rice made up 75% of our sales, a testament to the popularity of this versatile rice.

This second series of cooking classes, again organized by Radio 100.3 for their listeners, was run by two renowned chefs, Chef Fok from Zi Yean Restaurant, and Chef Fung from Taste Paradise. The 2 chefs conducted 4 cooking classes each; each set of 4 classes had about 60 people attending, for a total of 8 classes and 120 attendees. The cooking classes were spread over 2 months. Co-hosted by Radio 1003 DJs, the classes were fun, lively and informative affairs. It was amazing to see the chefs whip up meals that one would not have thought of, such as Scallop Fried Rice and Zhong Shan Traditional Fried Rice [both using Heavenly Brown Rice], amongst others. Most participants were surprised that brown rice, which they thought was difficult to chew, could be so easy to cook and taste so good!

With the recent launch of the Philips' new premium rice cooker with Artificial Intelligence, Philips Singapore approached See Hoy Chan to sponsor 1kg rice packs for their customers who bought the rice cookers at various roadshows. This Philips campaign has been a success, with many new converts to their artificial intelligence rice cooker.

The Health & You exhibition is a much anticipated event by many Singaporeans. Trumpeting the many aspects of being healthy - body, mind, and financially - this event attracted over 120,000 people. Heavenly Rice again was at this exhibition, for its second consecutive year. Heavenly Brown Rice was promoted at this event, which surpassed our expectations in terms of popularity. Many customers commented, after they had sampled the cooked Heavenly Fragrant Brown Rice, that they did not expect Brown Rice to be so fragrant and easy to chew. Heavenly Brown Rice was popular with customers young and old. As an added incentive, customers who bought $10 worth of Heavenly Rice products at the Heavenly Rice booth stood a chance to win a Philips Intelligent Rice Cooker [worth $180]. There were also 5 consolation prizes of 10kg Heavenly Rice.

This was a new event run by Singapore Press Holdings [SPH]. Promoting family togetherness and wholesome fun for mothers, fathers and their children, this event had areas marked out for each member of the family unit. There were also stage activities where Heavenly also participated in. Parent and child had to scoop and weigh 1kg rice. The most number of 1kg bags scooped by each 2 member team won a 10kg Heavenly Hom Mali rice pack. Five consolation prizes were also awarded. Heavenly Rice was situated at the Mother's corner, promoting the healthy virtues of Heavenly Brown Rice and the extra, fluffy and extra fragrant qualities of Heavenly New Crop rice.

The Asia Pacific Food Expo is an event that is truly a foodie's paradise! With over 500,000 people visiting the event over the 5 days, the Singapore Expo Hall was filled with people looking for food to eat, new food items in the market, and special purchases to stock up the kitchen. See Hoy Chan's Heavenly Brown rice was again sold out before the end of the last day, a testament to the popularity of this heavenly and healthy grain. Heavenly Rice also supplied over 800 packs of 1kg Heavenly Thai Hom Mali rice, which was given in goodie bags to each new subscribers of the PAssion card [from People's Association]. The Heavenly Booth also rewarded one lucky customer with a Philips Intelligent Rice Cooker [worth $180] in the Heavenly Lucky Draw for simply purchasing $10 worth of Heavenly Rice products. There were also 5 lucky consolation prize winners.

See Hoy Chan worked with Prima Food by jointly promoting their Authentic Asia Sauces [AA sauces] and Heavenly Rice in a special packaging for the Lunar New Year season. Over 10,000 specially packed AA Sauces and 1kg Heavenly Rice were distributed for sale in over 100 supermarkets across Singapore.