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Brand Story

Joo Chiat Kim Choo specialises in producing quality rice dumplings,
each triangular parcel painstakingly crafted to satisfy every taste bud.
We place a strong emphasis on ensuring a harmonious blend of flavours
in every dumpling, each made with a recipe that has been passed down
through the generations.
Today, we pride ourselves in being the no.1 rice dumpling brand in
Singapore, with a heritage spanning more than two decades. Come and
partake in our traditional rice dumplings, and in each one, taste the
warmth reminiscent of family and home.
 
When is dragon boat festival?
Dragon boat festival(端午节) falls on the 5th day of the 5th month in the traditional Chinese calendar. This festival is to commemorate the death of a famous Chinese poet from the Zhou Dynasty, Qu Yuan.
 
   
   
How did dragon boat festival come about?
Qu Yuan(340–278 BC) was a patriotic poet and a loyal official of the state of Chu during the Warring States Period. He was the number one advisor and dedicated his whole life to assisting the king to build the State stronger. Anguished after failing to assist his King in retaining their empire, Qu Yuan ended his life by drowning himself in the Miluo River.
Local people who admired and respected him rowed their boats out to try save him/retrieve his body. This brought about the tradition of dragon boat races. In order to prevent his body being eaten by marine animals, the Chu people threw rice dumplings into the river, bringing about the tradition of Rice Dumpling (Zong Zi).
Till date, this tradition is still highly celebrated in parts of Asia with event of dragon boat races and offerings of rice dumpling to ancestors, elders, family & friends.