As one of the invited sponsors of the ANZ Australia Day Ball 2005, See Hoy Chan contributed 1,200 packets of Heavenly Rice towards the event's goodie bags. This red carpet event, held at the Raffles Ballroom of Swissotel The Stamford, was graced by prominent expatriates and local businessmen.

Heavenly Rice is on the move! Our attention-grabbing bus ads with the catchy phrase, "Mmm ... Heavenly!" sparked off massive interest in the Heavenly Rice family of products - Fragrant Rice, Brown Rice, and New Crop Rice.

Heavenly Rice and HomeDirect went beyond supermarket retailing and held a roadshow right in the heart of Orchard Road, at Ngee Ann City. With a face-lifted booth, and more Heavenly Rice products on display, the roadshow was a big hit at the crowded shopping centre. Singaporeans, wallets at the ready for the Great Singapore Sale, thronged the booth to take advantage of FREE delivery through HomeDirect. Those who signed up also walked off with a goodie bag containing the Heavenly Rice Recipe Book, 300ml Sunbeam Sunflower Oil, and other gifts. At the end of the roadshow, a lucky draw was held to determine the three lucky winners who'll get to enjoy 12 months FREE supply of Heavenly Rice.

Heavenly Brown Rice had the privilege of being chosen by renowned Singapore food ambassador to the world, Ms Violet Oon, as one of the few products she showcased to the attendees of the Asia Pacific Food Expo press conference. Easy to cook, tasty, and healthy, the rice was an instant hit with the journalists and assembled guests.

See Hoy Chan took part for the first time at this year's Asia Pacific Food Expo. At the distinctive green and gold booth, business was brisk as customers thronged around to experience a now-forgotten manner of buying rice. Heavenly Brown Rice and Heavenly New Crop Rice were scooped out from gunny sacks, and packed and sealed on the spot. A certain sense of nostalgia was evoked as many Singaporeans once purchased their rice in this way before supermarkets began to sell pre-packed rice.

The 1kg Brown Rice proved to be the runaway best-seller but retail packs also proved popular. Some even bought whole gunny sacks of rice for subsequent HomeDirect delivery.