Royal Pek’s Wild Pivot from Markets to Mochi
When Royal Pek Wen Yang hit his degree in 2018, the coolest thing he thought about was the stock market. After all, a double major in economics and finance felt like a one‑stop shop for making bank.
From Numbers to Noodles?
He had a neat plan: trade futures, rack up quick cash, and live the dream. But the corporate life didn’t have the drama he craved. Something else tugged at him. A craving for salted egg goodies sparked a mission he never saw coming.
The Birth of Xian Dan Chao Ren
Mind over money, Royal teamed up with fellow food‑fiends to launch Xian Dan Chao Ren, a sun‑shiny food & beverage chain that turns Taiwanese‑style salted eggs into street‑snack gold.
- Three flagship locations scattered across Singapore’s big island
- One new outlet on the horizon, ready to march into the skyline
What’s it Takeaway?
It’s a win – Royal swapped the market’s relentless tickers for the aroma of crispy buns and the crunch of a good salted egg. But every switch has a price. He says the journey came with a few headaches, like juggling the taste buds of a whole nation and the logistics of a snack business. Still, the upside? Huge smiles, and a business beating the heartbeat of his old role.
So, if you thought a financial whiz could only be glued to a trading desk, think again. Royal’s saga proves that an appetite for something delicious can turn a future in finance into a future on the table.
It was never meant to be a full-time thing
From Side Hustle to Full‑Time Hustle: Royal’s Culinary Comeback
Royal’s journey to the restaurant kitchen began with a simple dream: “I want a way to earn cash while I keep crunching numbers at my day job.” He teamed up with two pals, Alan Ang (28) and Fenny Seah (26), neither of whom had a clue about food & beverage. Alan was tinkering with steel in an engineering lab, and Fenny was poring over Chinese characters. So, the trio borrowed the cooking know‑how of the former kitchen crew.
Launching the Menu
- First up: the classic cai fan – mixed rice – and a few stir‑fries.
- They ran the place with the same old dishes, waiting to see what would actually catch on.
When the clinking of forks turned to eager chatter from customers, they hit a lightbulb moment: “Salted egg dishes are the love‑child of the menu!” The decision to pivot and focus exclusively on salted‑egg delights was a no‑brainer.
The Half‑Time Hustle
While Alan and Fenny launched the rebrand, Royal took the part‑time route. He would finish his day job, sprint straight to the kitchen, and keep the ovens humming. That grind lasted until 2020, when he finally said “yes” to full‑time F&B.
Royal earns his stripes by asking the hard question, “How can I hope for success when I keep half‑sitting?” The answer? Commit all his hours to the brand, because hitting the finish line takes full‑time focus.
Worrying About the Main Income
He’s honest: having turned a passive source into his main paycheck adds pressure. “It’s a lot of stress when I’m reliant on just one stream of cash, and the market is a wild ride,” he confesses.
Royal’s story shows that turning a side gig into a full‑time success involves a mix of dreaming, doing, and daring to ditch the safety net. It’s a recipe for anyone who’s ready to flip the script from passive income to a hustle that’s all‑in.
Picking up marketing skills from YouTube
Meet Royal: The TikTok Marketing Maestro
In the bustling scene of Xian Dan Chao Ren, Royal is the go‑to mastermind behind all the brand’s buzz. With a TikTok army of over 18,700 followers, he’s practically the walking billboard for the company, dropping daily life snaps and behind‑the‑scenes works.
Who’s Royal Really?
On screen he sports the “ah beng” vibe, mainly chatting in Chinese, but dig a little deeper and he’s multilingual royalty. In real life he’s the smooth‑talking, English‑speaking star of the kitchen.
“A ton of folks who scroll through my videos think I can’t throat‑path English,” he laughs, bone‑cracking humor included.
No Marketing Manual, Just a Hungry Learner
Royal admits he started with a thin slice of marketing knowledge, learning every trick from scratch via the internet. And his secret sauce? YouTube.
“You’ll see amazing studies on giants like Starbucks or other big brands that actually cracked the code,” he says, pointing to the screen.
When the Net Isn’t Enough, He Turns to Human Intelligence
- Friends in the ad world: A squad of marketers happy to drop wisdom whenever he needs a lift.
- Brother on the branding sidelines: His sibling, a branding manager, introduced him to the fast‑moving world of consumer goods selling off the shelves.
“I’m lucky to have him,” Royal chuckles, grateful for his brother’s insider tips.
His parents were a little sceptical at first
Family Ties: From Stability to Culinary Dreams
Royal has always had a taste for the fine & bright (and yes, literally food and beverage) world. While his brothers were the entrepreneurial power‑houses of banking and corporate life, his family didn’t jump straight into the “spice” pond.
Why the Delay?
- Conservatism is a family trait: Parents worry about a stable paycheck and a clear career ladder.
- The “revenue certainty” argument: A corporate job offers fewer surprises than a bakery.
- Sibling pressure: With the brothers pulling in high yields, the house budget felt solid.
Royal’s Sweet Spin on the Story
“They didn’t outright say no,” Royal muses, “but it was more about making sure I was truly serious about my culinary hustle.”
After a few plotting sessions over family meals, his parents finally gave the blessing. The delicious outcome? A family that’s now cheering from the sidelines, with a side order of pride served on a plate of support.
Quick Instagram Highlight
For a visual snapshot: Instagram post
‘We are all just trying to make it work’
The Brewed Success of Royal’s Coffee Venture
A New Chapter Opens at Waterway Point
Royal’s pastry and coffee powerhouse, Xian Dan Chao Ren, celebrated a milestone when it launched its first shop at Waterway Point last March. The buzz was instant, and the business hasn’t stopped grinding—soon, they’ve popped up in VivoCity and White Sands, making the brand a familiar face across the island.
Eyes on the Horizon: Exploring the Fourth Site
“We’re not just sitting back here,” says Royal. “We’re actively scouting spots for a fourth outlet, hopefully somewhere in the west.” His optimism sparks curiosity and excitement in customers who’ve already fallen in love with the aroma and vibe of the first three stores.
The Reality Behind the Hype
We’re Full of Burnout—But It Feels… Right
Expanding is rarely a walk in the park. Royal confesses, “A lot of burnout comes with opening a new store.” When the VivoCity shop opened, they worked seven days a week—a testament to their commitment. “It’s exhausting, physically and mentally,” he admits. Yet the sense of purpose shines through.
“What actually pushes us through is the idea that this is what we signed up for. It’s what we truly want.”“When we expand, the workload is natural. We’re all just trying to make it work.”
Why We Keep Going
| Challenge | Royal’s Perspective |
|---|---|
| Long hours & burnout | “It’s draining, but worth every bit.” |
| Load of work with growth | “Natural consequence of expansion.” |
| Managing four locations | “We’re prepared & determined.” |
“You’ve Got to Drink the Coffee”
Royal’s story is a warm reminder that behind every successful kitchen is sweat, laugh, and a little grit. While the espresso cups keep pouring, the real delight lies in the team’s unwavering passion—the very thing that turns a dream into a bustling corner of the city.
