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The Chuas of Eng Bee Tin: The family that sells and eats tikoy together

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RHIA GRANA

<p>Chinese New Year is always the busiest time for the Chuas, the family behind Eng Bee Tin, one of the enduring Chinese delicacy brands in the country. In fact, it took a while for us to get hold of Gerik Chua, who’s now heading its business operations. The new generation of Chuas are now in charge: that means Gerik, brother Gerald, who’s handling the production, and sister Geraldyn, who is taking care of finances. </p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/ancx/food-n-drink/2021/01/9ebt.jpg"/><figcaption>Hopia and tikoy were Eng Bee Tin&#x27;s quintessential moneymakers since the 80s.</figcaption></figure></div><p>Gerik is the eldest in the brood, and is already the fourth-generation owner of the Chinese deli chain. His great grandfather, Chua Chiu Hong, from Xiamen, China, founded the business in 1912, calling it Eng Bee Tin, or “ever beauty precious” in Hokkien. It all started in a small store along Nueva St. in Binondo. </p><p>The business was later on inherited by the son Menito, who handed it over to Gerry, Gerik’s father. Gerry took over the business at a time when prospects were dim, stepping up at the young age of 16 in the hopes of saving the struggling bakery from collapsing. The family was hard on cash and deep in debt. <em>“Eight checks a day yung nagbabounce, kasi yung tatay ko, ginawa nang pera ‘yung tseke,” </em>Gerry shared in <a href="https://www.rappler.com/brandrap/finance-and-industries/eng-bee-tin-gerry-chua-success-story">a Rappler feature in 2018</a>.<em> “Galing eskwelahan, pag-uwi ko kailangang magtanong sa bangko kung magkano utang namin.” </em></p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/ancx/food-n-drink/2021/01/10ebt.jpg"/><figcaption>A young Gerry manning the store with mom Teresita back in 1987.</figcaption></figure></div><p>The mom-and-pop bakery sold a variety of Chinese treats for decades, but their <i>hopia</i> and <i>tikoy</i> were the quintessential moneymakers. Back then, <i>hopia</i> only came in two flavors—<i>baboy</i> and <i>monggo, </i>and as for the tikoys, there were only white and brown.</p><p>Gerik credits his father for establishing the brand’s foothold by coming up with innovative ideas—offering new flavors and upgrading their packaging. They were the first to popularize the <i>ube</i>-flavored <i>hopia</i>, which helped save the business at one point. (Gerry<a href="https://www.rappler.com/brandrap/finance-and-industries/eng-bee-tin-gerry-chua-success-story"> recalled to Rappler that he got the idea from an ice cream vendor he met in Ongpin</a>.) </p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/ancx/food-n-drink/2021/01/2ebt.jpg"/><figcaption>Gerry started taking charge of the business at age 16.</figcaption></figure></div><p>As for the packaging, Eng Bee Tin used to just place a sheet of plastic on top of their tikoy, which made it easy for the sweet Chinese cake to gather mold—unless preservatives were used in the tikoy mixture. “<i>Kami</i>, we don’t put preservatives in our products, <i>kaya kami ang unang nag</i>-vacuum pack <i>ng tikoy para tumagal,&quot; </i>says Gerik. &quot;<i>Ngayon naging </i>standard <i>na sya [sa industriya]</i>,” says Gerik.</p><div> </div><h3>Starting young</h3><p>To hear the young owner say it, there is nothing romantic or cinematic about making their famous tikoy. “Actually, <i>ang pag-gawa ng tikoy</i> is very simple, especially now that the other steps are already automated,&quot; says Gerik. “You just mix the rice powder with the sugar, water, flavoring and then we already have a machine that puts the mixture in moulds. Then we have a steamer that fits about 400 <i>tikoys</i>.” </p><p>Gerik and his siblings were introduced to the family business quite early. After school, or when there were no classes, they would watch the store. “<i>Ganoon kami na</i>-bring up,” says the eldest of the brood. During Chinese New Year, when foot traffic was expectedly high, they would help out in selling the goods or would be tasked to be in charge of the <i>kaha</i>.</p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/ancx/food-n-drink/2021/01/4ebt.jpg"/><figcaption>Gerry Chua and family in 1995</figcaption></figure></div><p>Passed down to them were not only recipes but important formulas to gain customer loyalty. One tip he learned from his father, Gerik says, is to be customer-centric—to never ever let the customer feel short-changed. This starts with their food. “We only use high-quality ingredients. <i>Hindi kami </i><i>nagsa</i>-substitute <i>ng mumurahin. Di bale nang maliit ang kita, ang mahalaga, babalik-balikan ka</i>.” He points out the superior qualities of their tikoy, for example. “<i>Mapapansin mo ang tikoy namin makapal, tama ang mga timbang, malagkit pero di dumidikit sa kawali.” </i>Other tikoys melt, he says, and stick to the frying pan when cooked. </p><p>According to Gerik’s dad, so long as you satisfy your customers, the profit will follow.</p><div> </div><h3>Sticky situation</h3><p>The Chuas put a premium on innovation and creativity, which is most likely one of the reasons why they are still around after over 100 years. “<i>Kami ang nag</i>-start <i>ng iba-ibang</i> flavors <i>ng tikoy</i>—<i>ube, pandan</i>, strawberry, sweet corn—<i>yan ang </i>first four flavors <i>na ginawa namin. Kami rin ang unang naglabas ng tikoy na</i> four flavors in one box. <i>Kami rin ang gumawa ng tikoy na</i> sugar-free for diabetics. <i>Kami rin ang gumawa ng</i> savory <i>na tikoy</i>—salted egg, minced pork, chorizo, salted fish,” he says.</p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/ancx/food-n-drink/2021/01/5ebt.jpg"/><figcaption>Innovation and creativity are reasons Eng Bee Tin has been around for over 100 years.  </figcaption></figure></div><p>To equip himself with the skills needed to continually innovate and propel the business, Gerik studied different courses in the US and Taiwan—baking science, Chinese pastry, and business.</p><p><i>Tikoy</i> is not a mere sweet treat for the Chuas. It’s always present on their dining table during Chinese New Year because it symbolizes many things: a sweet life; prosperity, harmony and balance, because of its round shape; and close family ties because of its stickiness. </p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/ancx/food-n-drink/2021/01/7ebt.jpg"/><figcaption>The Chuas celebrating a family milestone</figcaption></figure></div><p>Over a hundred years have passed, and many things may have changed, but the Chuas continue to gather over some <i>tikoy </i>during Chinese New Year. “<i>Ang</i> essence <i>kasi ng celebration na ito </i>is family,” says Geric, “<i>magsama-sama, magkuwentuhan, kumain </i>together.” It looks like the <em>tikoy</em> continues to work it’s wonders. </p><div> </div><p>Photos courtesy of Gerik Chua</p>

<p>Eng Bee Tin’s recipe for sticking it out through the years is innovation, creativity, and ensuring customer satisfaction, says fourth generation owner Gerik Chua</p>

Eng Bee Tin’s recipe for sticking it out through the years is innovation, creativity, and ensuring customer satisfaction, says fourth generation owner Gerik Chua