This newest addition to the Joyden Concepts is the largest restaurant to date.
After the success of Joyden Seafood and Joyden Canton, Joyden Concepts has opened Joyden Treasures which digs deep into traditional Chinese heritage dishes and highlights recipes which have faded out from the culinary scene.
Located at Leisure Park Kallang, Joyden Treasures is currently the largest restaurant under the group covering 7000 sq ft and with a seating capacity of up to 210 people. The new restaurant has also six private rooms for corporate events and business meals.
This family-based business operating under Hansfort Investment is now being run by the 2nd generation of the family who are now in their early 30s-40s. According to Sherman Ong, head of business operations at Joyden Concepts, as a family who has been in the F&B business since 1980s, the 2nd generation felt a need to follow-through to the legacy in the F&B trade.
Now with Joyden Treasures, they give much emphasis and focus on their food offerings. Sherman said that majority of the restaurant’s dishes are heavily handcrafted from scratch as they eschew using artificial colouring, flavouring and pre/half-processed products and ingredients where possible. With this philosophy in mind, Sherman notes that they strongly support the honing of their chefs’ culinary skills and palate. They believe that going back to basics and really understanding the provenance and quality of the ingredients and how to use them well, are fundamental to the preparation of any good cuisine.
“We hope to foremost be an advocator of our local/Chinese cuisine as we feel that it is very important that consumers recognize and understand the real value of Chinese cuisine, including the long history, skills and stories behind it,” Sherman added.
In the next 2-3 years, Sherman said that people can expect more exciting concepts from them as these are already in their pipeline.
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