As we count down towards Singapore’s 52th birthday, we celebrate iconic homegrown brands that have made their mark on our nation’s culinary consciousness. To kick start our ‘A Taste of Singapore’ series, we look to Long Beach Seafood.

For more on our ‘Taste of Singapore’ series, check out our stories on Chee Seng Sesame Oil and Fong Yit Kaya.

Set up in 1946, Long Beach pioneered many industry firsts to sizzle up Singapore’s dining scene.

Highly regarded by Singaporeans, Long Beach Seafood is one of the most highly recommended places to go to for high quality seafood on our sunny isle. Their claim to fame—being the creators of black pepper crab, one of Singapore’s most iconic dishes. Since then, it has come a long way, creating many other delicious seafood dishes and touching the hearts of locals and foreigners alike.

Back in 1946, people rarely dined out, save for big celebrations. Located along the beach facing the sea, Long Beach, which served local food, became a popular choice. In addition to its frequent patronage by British Army personnel in then colonial Singapore, it also gained a faithful following among the locals.

Long Beach was also the first to focus on seafood, a concept generally unheard of at the time. Using the freshest seafood, it gained an edge over the rest. As word spread, Long Beach’s following expanded with time. But it was in 1982, with the creation of its black pepper crab that Long Beach secured its name in Singapore’s history and gained wider recognition beyond our shores. The dish was included in its signature menu and to this day, is Long Beach’s most popular crab dish.

singapore brand long beach seafood serves up fresh seafood to the delight of locals and tourists alike

Long Beach has four outlets islandwide

In 1990, Long Beach was key in transforming the local seafood industry when it started to import exotic seafood such as live Alaskan king crab, live geoduck, live Australian snow crab, king crab and lobster, and many more. These types of seafood were unusual in restaurant menus back then, and gave Long Beach endless possibilities to create, further propelling itself to the front of the line.

Long Beach has never been one for conformity. Despite the same signature menu appearing across their four outlets islandwide—Dempsey Road, King (next to Kallang Park KFC), UDMC Seafood Centre and IMM—Long Beach is a firm believer in artistic freedom. Their chefs work with fresh ingredients daily and have unique cooking styles. As such, each outlet also offers exclusive specialities, showcasing a high quality of cuisine that remains true to Long Beach’s legacy.

To this day, Long Beach continues to win customers over with their bold flavours and remains one of Singapore’s must-go places for seafood, thanks to its constant innovation.


This post is brought to you in partnership with Long Beach Seafood. For more information, please visit Long Beach’s website or Facebook page.
Cover: Long Beach Seafood’s famous black pepper crab
This was first published in Wine & Dine’s July 2017 issue – Love Singapore, ‘Singapore Brands’

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