Brand Story

Brand Story

Changing
the world,
on our terms.

A LITTLE HEALTHIER,
A LITTLE KINDER, A LOT TASTIER.

We're farmers, not magicians. But good chickens that are raised right feels pretty magical. Sakura Chicken is hatched from our love for wellness, care and sustainability.

We believe that taking small steps can make a big diVerence to the food we bring to the table. That's why we try to give our chickens the best that we can - by raising them right and healthy. 100% antibiotic-free, a gut-friendly diet from our Singapore Proprietary Lactobacillus Formula and a Mozart playlist on loop. They're also free to roam about in a modern, spacious, climate-controlled in-house farm.

The result? Happier, healthier chickens — naturally high in protein, free from chemical residues, and with a fresh Sakura pink hue, the colour of freshness and wholesome goodness. Sakura Chicken is a small dream made real — that wellness, kindness, and taste can all live on the same table.

Chickens born
from a dream,
raised with purpose.

  • Kee Song Group was founded in 1987 by the late Mr Ong Kee Song
  • Started from humble beginnings to becoming the region’s most forward-thinking poultry business
  • Sakura Chicken was born in 2007, with a vision rooted in care, innovation and healthy living for the planet and the future
  • Healthy chickens are raised across 7 farms in Malaysia before finding their way to Singapore

A craft of care,
backed by science.

  • Since early 2000s, antibiotics have been removed, and our chickens live on a gut-friendly diet based on our Singapore Proprietary Lactobacillus feed
  • Fewer pharmaceutical residues and lowered ammonia emissions
  • Raised in-house, cage-free and stress-free, our chickens roam freely, serenaded by the calming notes of Mozart

Smart, sustainable
processing lies at the
heart of our business

  • Our factory operates on a fully automated processing system designed for hygiene, speed and consistency
  • Our plant setup handles thousands of chickens an hour efficiently
  • Solar panels provide clean energy for daily operations
  • Automated systems ensure precision with less energy, less waste and more impact
  • Chicken parts that aren’t sold to supermarkets such as the head and neck are given to crocodile farms
  • Besides sustainable packaging, eco-friendly tray options are being considered

Our sustainability journey
- small steps for a kinder,
better earth.

  • Our farm operates on a closed-loop farming model, where chicken waste is collected and fermented for 120 days before being transformed into organic fertiliser and sold to farmers
  • Once matured, the chickens are transported live to Singapore, to the poultry processing hub. Each step is carefully managed to ensure animal welfare, freshness and full traceability

About Kee Song

From humble beginnings
to meals worth sharing

NO GRAND PLANS AT FIRST, JUST A VISION
TO PROVIDE THE BEST MEALS.

Ordinary doesn't quite fly with us.

In 1987, our late founder Mr Ong Kee Song started the business, delivering 10 chickens on the back of his bicycle. Today, Kee Song Group supplies fresh, frozen and healthy poultry to households, restaurants and supermarkets across Singapore and Malaysia.

We've grown and so have our ambitions.

In 1992, we pioneered modern closed-house poultry farms, which gives us better control over our chickens' environments, such as protecting them from extreme weather conditions and pests. Our high standards of quality and safety, backed by ISO 9001 and HACCP certifications, have made us a premium chicken brand today.
We're also Halal-certified and have been awarded the myOrganic Certification (2017) from Malaysia's Ministry of Agriculture for organic farming practices and the Healthier Choice Symbol by Singapore's Health Promotion Board.

Beyond chicken, we serve up a wide range of range of Halal and non-Halal poultry, plus ready-cooked meals and sauces.

Our decades of expertise prove that we know our flock inside and out, managing the full poultry cycle from processing and packaging to distribution.

About Sakura Chicken.

How did
we hatch?

THE VISION WAS NEVER COMPLEX
- NURTURE EVERY CHICKEN,
RESPECT THE EARTH AND TO
FEED FAMILIES WELL.

Decades ago, our late founder Mr Ong stood at the edge of his farm with a simple belief: farming could be done with more care, more honesty, and a lot less compromise.

The world around him raced towards convenience and perhaps even shortcuts, families were quietly worrying about the food on their plates. He thought that there had to be a better way. So, he made a promise to raise chickens differently. No quick fixes, no antibiotics. Chicken feed fortified with the gut-friendly Lactobacillus based on our Singapore Proprietary Lactobacillus Formula developed over time a win-win for both chickens and humans.

In 2007, Sakura Chicken was born. One farmer dreamed of healthy plates, and his full-on mission still lives on today. Every bite of chicken still carries a little of that first dream.

Looking back, that dream took a positive turn. Mr Ong's priorities were to provide the best care for the chickens and a dedication to scientific principles. Led by innovation between 2003 to 2006, he built a clean and spacious automated house that allowed the chickens to roam freely while jazzing to Mozart's Serenade No. 13. Along the way came a collaboration with Associate Professor Lee Yuan Kun, Department of Microbiology and Immunology, National University of Singapore (NUS) where the duo built a sustainable ecosystem for rearing healthy chickens right in Singapore.

Sustainable Farming

GREEN AND ENVIRONMENTALLY FRIENDLY

Sustainable Farming

GREEN AND ENVIRONMENTALLY FRIENDLY

Founded in 1987 by the late Mr Ong Kee Song,

what began as a humble family-run poultry business has grown into

one of the region’s most forward-thinking suppliers.

Today, Kee Song’s journey begins at our

seven sustainable farms in Malaysia.

Freshly raised poultry is gathered and transported to Singapore, where it is prepared with care before finding its way to the dining tables of families.

Kee Song uses

Lactobacillus probiotics 

instead of antibiotics, promoting gut health in chickens while reducing pharmaceutical residues and ammonia emissions.

Raised in-house, cage-free and stress-free, these birds roam freely, serenaded by the calming notes of Mozart.

Nothing goes to waste.

The chicken droppings are then collected and fermented for 120 days.

This then transforms into organic fertiliser before being sold to farmers.

By closing the loop this way, Kee Song supports sustainable farming practices that benefit both the environment and the community.

The chickens are transported live to the Singapore’s processing hub, ensuring welfare, freshness, and full traceability
to Kee Song’s advanced plant.

About Sakura CaroGold Chicken

Our Gold Standard
for Chicken

POULTRY THAT DOESN'T JUST GLOW, BUT SHINES.

Well, meet Sakura CaroGold, chickens that are fed a carefully crafted diet enriched with our Sin-gapore Proprietary Lactobacillus Formula, carotenoids, and lutein giving their skin and meat a naturally golden glow.

Raised without antibiotics, these chickens take their own sweet time to grow, producing firmer, leaner, and naturally sweeter meat with lower fat and cholesterol

Sakura CaroGold is premium, organic chicken at its finest a golden treasure for families who care about healthy, flavour-packed meals.

About Otemchi Lab

Where innovation takes flight:
Otemchi Lab - Singapore Proprietary
Lactobacillus Formula

WHERE CURIOSITY, PATIENCE AND SCIENCE
COME TOGETHER TO NURTURE OUR FLOCK.

At Kee Song Food Group, we know that happy, healthy chickens make for the best family meals. At the heart of that belief is Otemchi Biotechnologies our in-house lab and the guardian of our flock's wellbeing. More than scientists, the Otemchi team are devoted caretakers, discovering natural ways to keep our chickens strong without antibiotics. Their secret? Nature's own good bacteria... and a whole lot of love for our in-house free-range chickens!
It all started with pioneering Lactobacillus technology, a friendly little probiotic that keeps our chickens balanced, healthy, and happy. Mix in phytobiotics, essential oils, and nutrients, and you get a quiet harmony on the farm - the kind that shows up in every juicy, tender bite of Sakura Chicken. With Associate Professor Lee Yuan Kun guiding the science, we co-developed a homegrown innovation - a Singapore Proprietary Lactobacillus Formula that ensures each Sakura Chicken is well-nourished, resilient, and full of natural goodness.

It's this careful approach that gives Sakura Chicken its heart and identity. Fewer antibiotics means healthier chickens, safer food, and a gentler footprint on the planet - basically, chickens that are smarter, tastier, and better for you and the earth.

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Professor Lee

Four pillars
of kindness

With Otermchi by our side, Kee Song tends to Sakura chickens the right way: naturally, antibiotic-free, and with plenty of TLC. In roomy, climate-controlled homes, each healthy chicken thrives on Lactobacillus-based diet based on our Singapore Proprietary Lactobacillus Formula, keeping digestion smooth and immunity strong. The payoff? Succulent, flavourful meat that's a proper treat for the taste buds, your health, and the planet.

Probiotics

The good bacteria that keep the chickens' tummies happy, balanced and thriving.

Phytobiotics

Gentle plant extracts that soothe, protect, and nourish our chickens from inside out.

Essential Oils

Nature's shield to aid better breathing and smoother digestion for our chickens.

Nutrients

The vitamins and minerals that fortify our chickens, making them strong, lean and full of vitality!

Probiotics

The good bacteria that keep the chickens' tummies happy, balanced and thriving.

Essential Oils

Nature's shield to aid better breathing and smoother digestion for our chickens.

Phytobiotics

Gentle plant extracts that soothe, protect, and nourish our chickens from inside out.

Nutrients

The vitamins and minerals that fortify our chickens, making them strong, lean and full of vitality!

We raise more than chickens

THE FUTURE CAN BE UNCERTAIN. BUT WHAT'S ON YOUR PLATE DOESN'T HAVE TO BE.

Looking after our chickens isn't just about today's dinner - it's about tomorrow's table. Fewer antibiotics in farming means a greener planet, safer meals for kids and families, and a lighter footprint on the earth.

Every time you choose Sakura Chicken, you join our circle of care: raising poultry the right way, with patience, kindness, and a touch of nature's wisdom. Every bite isn't just tasty - it's a small win for wellness, the planet, and happy tummies.

Otemchi × Sakura = 
Science with soul,

care you can taste, 
and a cheeky cluck 
of joy in every chew.

Sustainable Farming/
Organic Farms

Happy flocks,
healthy planet

SUSTAINABILITY ISN'T JUST A BUZZWORD,
IT'S HOW WE RAISE OUR CHICKENS.

We use automated feeding, cooling and lighting that reduces resource waste, while our nutribiotic fertiliser turns chicken manure into organic goodness for the soil. Our cage-free, stress-free, and antibiotic-free chickens lowers ammonia emissions and protects surrounding ecosystems.

Sakura Chicken also carries the LowCarbonSG Participant Logo, supported by NEA and Enterprise Singapore, demonstrating our commitment to sustainability and leadership in decarbonisation. From myOrganic practices certified in Malaysia to low-carbon leadership locally, we can safely say that we take pride in responsible farming.

Raised with care,
served with confidence

WE BELIEVE THAT BETTER FOOD CAN LEAD TO BETTER DAYS.

From Sakura Chicken and Sakura CaroGold to a variety of fresh and frozen Halal and non-Halal poultry, plus ready-cooked meals and sauces, Kee Song Group serves up poultry with care, flavour, and honesty. Through sustainable farming, wellness-driven innovation, and precise techniques, Kee Song is a trusted premium chicken brand in Singapore and Malaysia. Every plate tells a story of good taste, mindful farming, and a pinch of poultry charm.

CHICKENS RAISED WITH CARE, AVAILABLE NEAR YOU

FIND US IN STORES

Frequently Asked Questions (FAQs)

Dive a little deeper into what goes on behind our chickens, farms, and more.

Sakura Chicken is as organic as fresh poultry can be — raised with care, calm, and a touch of Mozart. Each chicken is raised to the strictest standards, ensuring you have complete peace of mind. They’re raised with No Antibiotics Ever, fed with a Singapore proprietary Lactobacillus formula, and yes — serenaded with Mozart to keep them relaxed and thriving. All this happens on our farms that are myOrganic-certified, where food safety, animal welfare, and environmental care are part of daily life, not just a checklist. This is simply our love language – making the world a better place, one chicken at a time.

Yes, our chickens are raised with No Antibiotics Ever. Our farms adhere to the highest standards, with operations that are ISO 9001 certified and UKAS-accredited for antibiotic-free broiler production. All our chickens come from myOrganic-certified farms, where care, consistency, and a little patience go a long way.

Sakura Chicken, owned by our parent company Kee Song Group, operates 7 of the 16 certified myOrganic farms in Malaysia. This ensures a steady supply of chickens for Sakura Chicken while giving every farm sufficient time to rest and be thoroughly sanitised between cycles. This careful rotation ensures that our biosecurity stays tight, our chickens stay happy and healthy, and our consumers get peace of mind about what goes on their plates.

It means our chickens enjoy a diet that comprises a specially formulated proprietary Lactobacillus probiotic culture developed in Singapore. This “good bacteria” supports gut health and boosts natural immunity, making our chickens stronger and healthier without the need for any antibiotics, ionophores, or growth promoters.

Nope, no growth hormones at all. We let our chickens grow and live naturally, thanks to antibiotic-free practices, a diet enriched with probiotics (Lactobacillus), welfare-focused farming, and carefully managed environments. Everything exported to Singapore is completely hormone-free, so all our chickens are happy, healthy, and safe for your plate.

While we can’t change the world, we’re firm in our beliefs – that humane farming and animal welfare can still exist. By allowing our chickens to listen to Mozart, we aim to create a calmer, less stressful environment for them, which can help with overall chicken health and product quality.

Yes, our farms and processing facilities meet Halal certification standards.

This means Sakura Chicken runs the farms directly, in-house, and our chickens are kept free-range, happily wandering instead of being confined in tight spaces. Giving them room to roam keeps them healthy, calm, and stress-free — which makes the chicken you enjoy tender, juicy, and utterly oishii. Good welfare, good vibes, good chicken only.

Chickens that roam, chill out, and get probiotics naturally end up leaner, juicier, and tastier and also healthier. It’s not magic. Just good chicken logic.

Our chickens are processed in an eco-friendly, energy-efficient plant, built to minimise waste and environmental impact while keeping your food safe and fresh. Both our manufacturing and farming operations are fully managed by Kee Song Food Corporation (S) Pte Ltd, right here in Singapore (26 Senoko Way, Singapore 758048). Good for the planet, good for your plate.

You can find our full range of Sakura Chicken products at FairPrice outlets, especially FairPrice Finest, as well as at selected butcheries and fresh produce retailers across Singapore. Check out our “Shop with Us” page for more details.

Prefer your chicken cooked and ready to enjoy? Partner delicacy stalls and restaurants are serving up delicious Sakura Chicken dishes — check out our “Dine with Us” page for more.

For whole chickens and parts sealed in our original packaging, submerge them in a sink or pail of cold water. Add a small amount of vinegar and salt to speed up the thawing process.

For tray-packed chicken, place the frozen pack on a plate or in a large bowl on the bottom shelf of the refrigerator to catch drips and prevent cross-contamination.

Cook within 24 hours after thawing. Always ensure the internal temperature reaches safe cooking levels.

Our top priorities are animal welfare and consumer health. The way we operate — in-house free-range farming, probiotic feeding, and antibiotic-free practices — also helps reduce antibiotic resistance, improve farm ecosystem management, and support a more ethical poultry supply chain. The outcome? Happy chickens, healthier farms, happier plates.

You can reach our marketing team at:
– Tel: +65 6289 4933
– Email: marketing@keesong.com
– Address: Kee Song Food Corporation (S) Pte Ltd, 26 Senoko Way, Singapore 758048

Join Sakura Voyage, our loyalty programme made just for you — because good things should always come with rewards.

Think seasonal campaigns, special giveaways, and the chance to win a trip to Japan for a once-in-a-lifetime Sakura experience, indulging in Japan’s breathtaking spring scenery.

Follow us on social media to stay in the loop on how you can start earning your way to amazing rewards.

Sakura Chicken offers a range of fresh whole chickens and premium cuts — from breasts and thighs to wings and drumsticks — all raised with No Antibiotics Ever and in line with myOrganic-certified standards, so you can enjoy peace of mind at every meal.

We’re always dreaming up new ways to delight your plate, so stay tuned for more tasty creations coming your way!

Choose Antibiotics Free Chicken Today!