Tong Hing Supermarket: A Legacy of Gourmet Excellence in Kota Kinabalu

Nestled in the heart of Kota Kinabalu, Tong Hing Supermarket stands as a testament to Sabah's rich commercial history and evolving culinary landscape. Established in 1959 by the late Datuk Wong Tze Fatt, this family-run enterprise has grown from a modest establishment into a premier destination for imported fine foods and specialty items, catering to both locals and expatriates alike.

1- Early Beginnings

Born on June 22, 1920, in Hainan, China, Datuk Wong Tze Fatt migrated to Jesselton (now Kota Kinabalu) with his family in 1926. After World War II disrupted his education, Wong ventured into business, initially assisting in his father's sundry shop. His entrepreneurial spirit led him to establish the Jesselton Hotel in 1954, followed by the opening of Tong Hing Supermarket in 1959. His vision was to provide high-quality imported goods to the growing Western expatriate community in North Borneo, laying the foundation for what would become a cornerstone of Sabah's retail sector.

2- Strategic Locations

Tong Hing Supermarket operates two prominent outlets in Kota Kinabalu: the flagship store at 55 Jalan Gaya and a secondary branch at Damai Plaza, Jalan Damai. The Gaya Street store spans two floors, with the ground floor dedicated to food items and the first floor offering books, magazines, stationery, cosmetics, and kitchen utensils. Both locations are known for their bright lighting, spacious aisles, and organized displays, providing a comfortable shopping experience for customers.

3- Distinctive Offerings

What sets Tong Hing apart from other supermarkets in the region is its extensive selection of imported goods. Customers can find a wide array of cheeses, cured meats, wines, and specialty items such as Italian dressings and blue cheeses. The butcher section features meats imported from Australia and New Zealand, while the bakery offers freshly baked breads and pastries. Notably, Tong Hing is renowned for its Gardenia ice cream, a local brand developed under Wong's guidance, made using Australian butter and offering flavors like vanilla, chocolate, strawberry, and coffee.

4- Comparative Market Position

Over the decades, Tong Hing has evolved to meet the changing demands of its clientele. Initially serving the expatriate community, the supermarket has expanded its offerings to cater to a broader customer base, including locals seeking high-quality imported products. The addition of a cafe, Cafe on Fifty5, provides patrons with a place to enjoy meals and beverages, further enhancing the shopping experience.

In comparison to other supermarkets in Kota Kinabalu, such as Servay Hypermarket and Parkwell Departmental Store, Tong Hing positions itself as an upmarket retailer. While its prices may be higher, customers are drawn to the quality and variety of products available, particularly those seeking imported goods not commonly found elsewhere.

5- Historical Significance

Beyond its commercial success, Tong Hing holds cultural and historical significance in Sabah. As one of the first supermarkets in the region, it played a pivotal role in introducing imported goods to the local market. Datuk Wong Tze Fatt's contributions extended beyond retail; he was actively involved in education, serving on several school boards, and was a prominent member of the Hainanese association.

6- Future Outlook

Looking ahead, Tong Hing Supermarket aims to continue its legacy of providing high-quality products and exceptional customer service. While specific expansion plans have not been publicly disclosed, the supermarket's commitment to quality and its established reputation suggest a continued focus on meeting the evolving needs of its customers in Kota Kinabalu and beyond.

東興超市：亞庇高端進口食品的傳奇地標

位於沙巴州亞庇市中心的東興超市（Tong Hing Supermarket），自1959年創立以來，已成為當地高品質進口食品的代表。由已故拿督黃子發（Datuk Wong Tze Fatt）創辦，東興超市不但是零售業的先驅，更是亞庇歷史與文化的重要象徵。

1- 創辦人黃子發與早期歷史

黃子發於1920年6月22日出生於中國海南，1926年隨家人遷居至當時稱為亞庇（Jesselton）的亞庇。戰後，他在父親的雜貨店工作，並於1954年創辦亞庇酒店（Jesselton Hotel），隨後於1959年成立東興超市，成為北婆羅洲首家提供進口高級食品的超市，服務日益增長的西方外籍社群。

2- 地點與規模

東興超市在亞庇擁有兩家分店：主店位於加雅街55號（Gaya Street），另一家位於達邁廣場（Damai Plaza）。主店為四層建築，地面層販售食品，一樓提供書籍、雜誌、文具、化妝品和廚具。店內設計明亮寬敞，為顧客提供舒適的購物體驗。

3- 特色商品

東興超市以其廣泛的進口商品而聞名，包括來自澳洲和紐西蘭的肉類、各式起司、葡萄酒、咖啡、茶葉以及韓國食品原料。此外，超市還提供由黃子發創立的本地品牌Gardenia冰淇淋，使用澳洲奶油製成，口味包括香草、巧克力、草莓和咖啡。

4- 與競爭對手的比較

與Servay Hypermarket等大型連鎖超市相比，東興超市定位為高端市場，專注於提供優質進口商品。雖然價格較高，但其產品品質和獨特性吸引了尋求特別商品的顧客。

5- 歷史意義

作為亞庇最早的現代化超市之一，東興超市在當地商業發展中扮演了重要角色。黃子發不但是成功的企業家，還積極參與教育事業，擔任多所學校的董事會成員，並在海南會館中擔任要職，對社區貢獻良多。

6- 未來展望

展望未來，東興超市將繼續秉持提供高品質商品和卓越服務的宗旨，滿足顧客不斷變化的需求。雖然目前尚未公布具體的擴展計劃，但其在亞庇的穩固地位和良好聲譽預示著持續的發展潛力。

Tong Hing Supermarket: Legenda Makanan Import Berkualiti Tinggi

Terletak di pusat bandar Kota Kinabalu, Tong Hing Supermarket telah menjadi simbol makanan import berkualiti tinggi sejak penubuhannya pada tahun 1959. Diasaskan oleh mendiang Datuk Wong Tze Fatt, pasar raya ini bukan sahaja perintis dalam industri runcit tetapi juga merupakan lambang penting dalam sejarah dan budaya Kota Kinabalu.

1- Pengasas Wong Tze Fatt dan Sejarah Awal

Datuk Wong Tze Fatt dilahirkan pada 22 Jun 1920 di Hainan, China, dan berpindah ke Jesselton (kini Kota Kinabalu) bersama keluarganya pada tahun 1926. Selepas Perang Dunia Kedua, beliau bekerja di kedai runcit bapanya dan pada tahun 1954, menubuhkan Jesselton Hotel. Pada tahun 1959, beliau membuka Tong Hing Supermarket, pasar raya pertama di Borneo Utara yang menyediakan makanan import berkualiti tinggi kepada komuniti ekspatriat Barat yang semakin berkembang.

2- Lokasi dan Saiz

Tong Hing Supermarket mempunyai dua cawangan di Kota Kinabalu: cawangan utama di 55 Jalan Gaya dan satu lagi di Damai Plaza, Jalan Damai. Cawangan utama adalah bangunan empat tingkat dengan tingkat bawah menjual makanan dan tingkat satu menawarkan buku, majalah, alat tulis, kosmetik, dan peralatan dapur. Reka bentuk dalaman yang terang dan luas memberikan pengalaman membeli-belah yang selesa kepada pelanggan.

3- Pemilihan Produk dan Barangan Istimewa

Tong Hing terkenal dengan pelbagai barangan importnya, termasuk daging dari Australia dan New Zealand, pelbagai jenis keju, wain, kopi, teh, dan bahan makanan Korea. Selain itu, pasar raya ini menawarkan ais krim Gardenia, jenama tempatan yang diasaskan oleh Wong Tze Fatt, menggunakan mentega Australia dan menawarkan perisa seperti vanila, coklat, strawberi, dan kopi.

4- Perbandingan dengan Pesaing

Berbanding dengan pasar raya besar seperti Servay Hypermarket, Tong Hing memposisikan dirinya dalam pasaran mewah, menumpukan kepada penyediaan barangan import berkualiti tinggi. Walaupun harganya lebih tinggi, kualiti dan keunikan produknya menarik pelanggan yang mencari barangan istimewa.

5- Kepentingan Budaya dan Sejarah

Sebagai salah satu pasar raya moden terawal di Kota Kinabalu, Tong Hing memainkan peranan penting dalam pembangunan perdagangan tempatan. Wong Tze Fatt bukan sahaja seorang usahawan berjaya tetapi juga aktif dalam bidang pendidikan, berkhidmat dalam lembaga beberapa sekolah dan memegang jawatan penting dalam persatuan Hainan, menyumbang banyak kepada komuniti.

6- Prospek Masa Depan dan Rancangan Pengembangan

Melihat ke hadapan, Tong Hing Supermarket akan terus berpegang kepada prinsip menyediakan produk berkualiti tinggi dan perkhidmatan cemerlang untuk memenuhi keperluan pelanggan yang sentiasa berubah. Walaupun tiada rancangan pengembangan khusus diumumkan, kedudukannya yang kukuh dan reputasi yang baik di Kota Kinabalu menunjukkan potensi perkembangan yang berterusan.