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The Career of an Industry Pioneer

The remarkable career of the founder, transitioning his venture from KS Trading to the present-day Sejuk Industri Ice Sdn Bhd, is a powerful testament to resilience, entrepreneurial vision, and tireless hard work, establishing him as one of the true pioneers in Malaysia's edible ice industry.  

A Legacy Forged in Ice: The Career of an Industry Pioneer

The career of founder Mr. Chee Kee Seong @ Choi Kee Seong is a remarkable testament to resilience, entrepreneurial vision, and tireless hard work, establishing him as one of the pioneers in Malaysia's edible ice industry. His journey spans from KS Trading to the present-day enterprise, Sejuk Industri Ice Sdn Bhd, and includes the strategic founding of Ocean Ice Sdn Bhd.

Humble Beginnings and Early Career

Born and raised in Kampar, Perak, Mr. Chee Kee Seong's early life was marked by the necessity of hard work. After completing his schooling at SJK(C) Chung Huah and SMK Pei Yuan in Kampar, he took a physically demanding job as a general worker in a tin mining factory in the 1960s, a role he held for seven years. This experience instilled a strong work ethic, which he later applied in a clerical position at another mining site.

In 1972, he moved to Selangor to build a new life. With no capital or connections, he began as a mobile hawker in Petaling Jaya, selling fried noodles and fresh fruits. This demanding, street-side operation eventually led to renting a stall in a restaurant, a significant step that allowed him to save and invest in property.

Surviving Economic Turmoil and Finding a New Direction

The economic recessions of the early 1980s and late 1980s were severe setbacks, forcing him to sell his hard-earned assets just to stay afloat. These crises, however, only strengthened his resolve.

The turning point came in the early 1990s when he was introduced to the edible ice business. At the time, packaged, hygienic ice was a new concept, but despite having no experience, limited capital (needing RM12,800 to start), and facing significant market skepticism, he foresaw a future where consumers would prioritize hygiene, quality, and convenience.

Building the Ice Empire :  KS Trading to Sejuk Industri

The growth of his edible ice business involved several key milestones:

  • Founding KS Trading: He founded KS Trading and launched the business in the Subang Jaya area. The initial three years were incredibly challenging; it was a one-man operation requiring him to work from five in the morning until midnight, seven days a week, personally explaining, persuading, and delivering the product.
  • Expansion and Manufacturing: His perseverance paid off. After three years, he hired his first employee. This steady expansion, built on honesty and patience, led to a major strategic leap in the early 2010s with the founding of Ocean Ice Sdn Bhd. Establishing his own factory allowed him to control quality, significantly increase production, and serve a wider market across the Klang Valley.
  • The Current Entity: The business has since grown and evolved into Sejuk Industri Ice Sdn Bhd, which carries forward the legacy built from KS Trading and the manufacturing power of Ocean Ice Sdn Bhd.

A Lasting Legacy

Today, Mr. Chee Kee Seong is celebrated as a pioneer in Malaysia’s edible ice industry. His company has expanded from a one-man operation to a significant enterprise with a team of over 40 workers and 20 delivery lorries. His commitment to service is exemplified by long-standing clients such as Sunway Lagoon.

Now in semi-retirement, he is gradually passing on the business, ensuring that the foundational values of integrity, resilience, and hard work will continue to guide the company's future. His philosophy for success remains rooted in timeless principles: working hard, never giving up, staying grounded, and trusting that there is always light at the end of the tunnel.

Vision

To be the pioneer and enduring leader in Malaysia's edible ice industry by setting the uncompromising standard for product hygiene, quality, and convenience.

Core Principles of Our Vision:

  • Hygiene and Quality: To deliver the safest and purest edible ice, moving the market away from unhygienic alternatives and establishing a clear preference for a reliably high-quality product.
  • Resilience and Dedication: To embody the spirit of unwavering hard work and perseverance that built the company from a one-man operation, ensuring every challenge is met with integrity and determination.
  • Market Pioneering: To continuously educate the market and expand the use of packaged, sanitized ice, ensuring it is readily available and the preferred choice for consumers and businesses across the region.

Mission

The mission of Sejuks Industri Sdn Bhd is to manufacture and distribute the highest quality, hygienic packaged edible ice efficiently and reliably across the Klang Valley and beyond, while upholding the core values of integrity, dedication, and service.

Key Pillars of Our Mission:

  1. Manufacturing Excellence: To operate our full-scale factory with rigorous attention to quality control and hygiene standards, ensuring every bag of ice meets superior benchmarks for purity and safety.
  2. Reliable Distribution: To leverage our fleet and dedicated team to ensure timely and consistent delivery to all clients, from major institutions like Sunway Lagoon to small businesses, recognizing that dependable service is paramount.
  3. Customer Trust: To build long-term relationships with customers through honesty, patience, and transparent business practices, establishing Ocean Ice as the most trusted name in the industry.
  4. Team Empowerment: To foster a work environment that values the hard work and dedication of our team members, ensuring operational success is a collective achievement built on shared values.