The family behind the stall
Third-generation fishmongers — online since May 2020, when a 19-year-old photographed every fish to save the family business.
COVID empties the market
Footfall at Jurong West Market collapses overnight. The family stall — run for three generations — faces its hardest month.
A 19-year-old puts the stall online
Xavier photographs every fish, teaches himself web design, and launches dingxinseafood.com in a month — with delivery routes planned by hand.
National media comes calling
Mothership features the “19-Year-Old Fishmonger”. TheSmartLocal and Channel U follow. Universities reach out to study the business.
Islandwide, five days a week
219 listings, deliveries Wednesday to Sunday across Singapore — still weighed honestly, still cut by hand at the same stall.
Mike
Nearly 30 years on the road and knows every shortcut in Singapore. He debones and packs with precision, then drives 4–8 hours daily on routes planned to the minute.
Doris
A third-generation stall-owner who pioneered filleting, deboning and individually packing fish for young families. She tells you honestly when prices are high — and to come back another day if quality isn’t up to her standard.
Xavier
When COVID emptied the market in April 2020, he photographed every fish, taught himself web design and launched the online store in a month — then brought the family’s story to national media.
Krystal
The backbone of backend operations — organised packing lists, sharper route planning and famously quick replies. Her energy keeps more orders moving than ever before.
