[Profile] Tan Wei Ming: The Durian Maverick Who Bet on Heritage in Singapore

The Profile Snapshot

In the competitive world of F&B, few stories are as uniquely rooted as that of Tan Wei Ming. He is not just another entrepreneur selling a popular fruit; he is a custodian of taste, betting on the legacy of Malaysia's most iconic produce to carve a niche in Singapore's discerning market.

• 👨‍💼 Name: Tan Wei Ming
• 🏷️ Role: Co-Founder & Managing Director, 99 Old Trees
• 🔑 Key Superpower: Heritage Branding & Niche Market Execution

The Catalyst: Why It Matters

Tan Wei Ming is making headlines for a bold, sentiment-driven investment. He and his partner injected S$60,000 to establish a premium durian business in Singapore, built not just on fruit, but on a story. The brand's name, "99 Old Trees," directly references a specific plot of century-old durian trees in Raub, Pahang, Malaysia. This move represents a fascinating case study in how Malaysian entrepreneurs are leveraging deep agricultural heritage and narrative-driven branding to command premium positioning and customer loyalty in a sophisticated regional market like Singapore.

The Leadership Dialogue: Inside The Mindset

For Tan Wei Ming, the venture was never merely about import and sales. Reflecting on the genesis of 99 Old Trees, he emphasizes a profound respect for terroir—the unique combination of soil, age, and climate that gives the Musang King from those specific trees its unparalleled creamy texture and bittersweet complexity. He speaks with the conviction of a sommelier, not a salesman, detailing how each durian's origin story is as crucial as its taste.

When discussing the initial S$60,000 gamble, he candidly admits the challenges of educating a market accustomed to viewing durian as a generic commodity. His strategy was one of deliberate premiumization. He focused on creating an experience, ensuring consistency by securing exclusive supply from the named orchard, and building transparent trust with customers who sought authenticity. His eyes light up not when talking about revenue, but when describing the feedback from a customer who could "taste the difference" of the old trees—a validation of his core hypothesis that heritage has tangible value.

He views the business as a bridge between Malaysian agricultural legacy and Singaporean consumer sophistication, a proof-of-concept that stories, when rooted in truth and quality, can build formidable brands.

Career Milestones & Achievements

• Successfully identified and secured exclusive supply rights from a specific plot of century-old durian trees in Raub, Pahang, turning a geographical advantage into a unique brand proposition.
• Bootstrapped and launched 99 Old Trees in Singapore with a strategic initial investment of S$60,000, achieving market recognition and a loyal customer base through a narrative-driven, premium model.
• Pioneered a direct-to-consumer and trusted retail partner model in Singapore that emphasizes traceability and story, shifting the conversation around durian from price to provenience and quality.
• Established a brand that has become a reference point for premium Musang King in Singapore, demonstrating the export potential of Malaysia's niche agricultural heritage.

The Editor's Take

Tan Wei Ming exemplifies the modern niche entrepreneur. He is less a disruptive force and more a curator and storyteller, unlocking value that was always present but overlooked. His leadership is defined by a deep, almost intimate, understanding of his product's origin and a steadfast belief in educating his market. He operates at the intersection of agriculture, branding, and customer experience.

• 👁️ Visionary Thinking: 8/10 (Saw brand value in specific old trees, not just durian as a category)
• ⚡ Execution Capability: 7/10 (Translated a concept into a viable Singapore business with focused capital)
• 🌟 Industry Influence: 6/10 (Setting a benchmark for heritage branding in a traditional agricultural sector)

"In a world of mass production, the true luxury is a story you can taste. Our job is to safeguard that story, from the old tree to the customer's table."