He craved mee pok in Australia. So he brought S’porean hawker food to 80+ stores overseas.

Jameson Wong, a 37-year-old Singaporean, moved to Australia in 2022 in search of a better life and more space. However, he soon discovered that one of the most challenging aspects of adjusting to life in a new country was finding authentic Singaporean cuisine away from hawker centres. While instant noodles and generic Asian supermarket offerings could only satisfy his hunger to a limited extent, Jameson craved the genuine flavors of Singapore's hawker food.

Frustrated by his limited options, Jameson began to research the possibility of importing authentic Singaporean hawker dishes to Australia. He studied the costs involved in manufacturing the dishes in Singapore and shipping them frozen to Melbourne, and found that the numbers made financial sense. This revelation led Jameson to the idea of creating a brand that could bring authentic Singaporean hawker food to Australian consumers.

Jameson's approach was to bring the food as it was traditionally made, with recipes and techniques refined by Singaporean hawkers who had decades of experience. This specialization set his offerings apart from the generalist frozen Asian food typically found in supermarkets. To ensure the highest quality, dishes were flash-frozen at the source, with only those that maintained their taste and texture after freezing and reheating being selected for production.

Navigating Australia's stringent food import rules proved to be a significant challenge. Jameson spent countless hours reviewing government documents and working alongside a second-generation hawker family who were willing to partner with him in bringing Singaporean food to Australia. After securing a full container load of Singaporean dishes and gaining shelf space in independent Asian grocers across Melbourne, Singapore Hawker Haven made its debut in 2024.

The company's three main offerings—laksa, mee pok, and fishballs—were initially priced between A$11.99 and A$13.99 in Australian supermarkets. Within just three months of being on the shelves, the brand experienced rapid success and sold out. Jameson's venture wasn't just a solution to his personal cravings; it had tapped into a broader demand for authentic Singaporean food among overseas Singaporeans.

Today, Singapore Hawker Haven offers a variety of snacks in addition to its signature dishes, and in 2025, the company expanded its reach to the United States after receiving requests from Singaporeans living in the country.