TOH Soon Huat 卓顺发
Economic Development of Singapore,
Accession Number 002931
- Oral History Centre
Source
- 19
Total Reels
- Lim Lai Hwa
Interviewer
- 17:58:01
Total Running Time
- Mandarin
Language
Copyright Notice
All rights to the recordings and transcripts on this website, including the rights to copy, publish, broadcast and perform, are reserved. Written permission is required for any use. If you have any queries, please contact nas@nlb.gov.sg
Reel/Disc 1 of 19
Metadata
- 11 Apr 2005
Recording Date
- 00:57:20
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Born in 1960 in a kampong. Little recollection of life as a child in the kampong. Heard about kampong life from his mother. Kampong was a closely-knit community. Never saw his grandfathers. Only remembered his grandmothers. The kampong was in Bukit Panjang; had a market. Eating at the market was like having a meal at home because everybody knew each other. He liked to go when it was near closing time, as the hawkers would give him extra leftover ingredients. The different mentalities of hawkers then and now. Houses were spread out because of low population. Lived in kampong until age 22. News travelled fast in the kampong. Flooding was normal due to poor drainage system. Hassles of using the toilet then
Eleven siblings in family, two were adopted. Birth control not practised. A period of poverty. Arguments with neighbouring provision shop. Treats like ice cream and chocolate. Fun and games.
Track 2
Learnt about bidding from mother. Comparing old and new house. Father worked as driver. Reared two pigs. Father gambled to try to make more money. Two benefactors of the family. Puzzled why parents kept having children. Adoption of children kept a secret until biological parents wanted to claim them back. Mother taught interviewee about importance of humility and being polite. Merging of bus companies. Father sold car and rented mini-bus. Interviewee's life in primary school; schoolwork and subjects learnt.
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Reel/Disc 2 of 19
Metadata
- 11 Apr 2005
Recording Date
- 00:57:40
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Parents met each other at their workplace. Mother was a housewife and also held odd jobs. Helped in provision shop his mother worked at. Learnt the ropes of the trade. Kept track of IOU booklets. Issues at home. Influenced by mother's virtues. Understood the importance of harmony. Embarrassment at selling sanitary products. Fought with irresponsible neighbour. Connections with secret societies. Religious rituals and processions. Teamwork and harmony were code of conduct amongst villagers. Blackouts considered normal.
Track 2
People in the past married at a younger age than now. Parents had a hard time when they first got married. Mother liked to talk of old times with interviewee. Pride and love for children drove mother to work very hard. Many problems arose from lack of money. Last daughter born was joy for family. First working experience was as egg-tester and pig- rearing. Believes mother suffered silently. Interviewee believes he took after mother. Filial piety does not depend on educational level. Tries to learn from his many siblings.
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Reel/Disc 3 of 19
Metadata
- 11 Apr 2005
Recording Date
- 00:56:20
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
At age 14, parents changed jobs. No change in standard of living. Frequent squabbles at home. Pros and cons of being a big family. Mother did odd jobs for the family. Mother's thrifty habits stayed until death. Started helping mother from age 12. Liked to help close the shop. Experience in pig-rearing. Worked because of of his mother. Has good impression of eldest sister. No luxuries.
Experience working on the farm. Sacrificial ritual with pig. Attributes ability to handle pressure to childhood poverty. Shame associated with borrowing money. Importance of money. Started earning pocket money after age 15. Happy memories like teacher’s concern during Primary Six and times when mother was happy.
Track 2
Interviewee felt he needed to succeed upon quitting school. Got into Hwa Chong Junior College based on own merit. Culture shock at Hwa Chong. Inferiority complex. Left school with sister to help parents. Scolded by father. Slighted by father for not completing studies. Felt parents were biased.
Gave whole salary to mother until his 20's. Only luxury was buying a hi-fi set. New Year clothes were self-tailored. Happiest moment came when taking family portrait. Forced by circumstances to value money. Cherishes times with mother. Bought a car for father. Respected mother and eldest sister. Provoked to do well by debtors. Grateful to people who helped out. Sometimes mother sent him to borrow money from grandmothers. Turning point came when pork seller insulted mother.
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Reel/Disc 4 of 19
Metadata
- 11 Apr 2005
Recording Date
- 00:57:26
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Children slept on the floor. Parents’ room had no divider. Owned a bed for the first time at 17. Rented out less rooms. Biological parents of adopted sisters wanted to claim them back. Sisters chose to stay. Afraid of snakes due to nasty incident during childhood. Reasons for adopting children. Felt distant with adopted sisters. Close ties with mother. Mother had rational answers for interviewee. Looked on the bright side of poverty as a young boy. Mother gave birth to him at 27.
Believes children should take initiative to know their parents. Believes in karma and retribution. Helped carry a close friend’s coffin despite popular superstition. Advised friends to treat their wives better. Continuously learns from people around him.
Track 2
Interviewee believes in the importance of friends. Glad to help friends but would rather not receive help from them. Hopes that friends would carry his coffin one day. Stresses the importance of helping people. Reads the newspaper obituaries to remind himself how short life is.
Sets high standards for himself. Branded talkative by primary school teacher. Believes his child should have fun in primary school so as to have a happy childhood. Realised the competitive nature of society during secondary school and the measures he took to improve. Did very well in primary school. Keeps items of sentimental value in safe. Good at Mathematics and Chinese. Remembers his teacher Wang Cui Ping vividly. Feels father did not understand him. Parents of primary school friend remembers him till this day.
Games he played as a child. No extra pocket money. Problem of paying school fees started in primary school. Worked two months at uncle’s farm while in secondary school. Pride in studying at prestigious school. Going to Hwa Chong Junior College was turning point in life. Deep impression of some of Hwa Chong’s teachers. Made a tree house; resulted in major accident. Reasons for drop in results. Selfishness due to circumstances.
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Reel/Disc 5 of 19
Metadata
- 11 Apr 2005
Recording Date
- 00:57:17
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Secondary school friend from Hong Kong offered to pay for fees and books while another from Taiwan often treated him to meals. Purchasing of books brought about pressure in whole family. Learnt about living under pressure since young. Had to buy new books. Father believed children’s different behaviour suited different type of education. Often regretted decision to join Chinese school. Difference between English and Chinese schools. Gap between English- and Chinese-educated. Learnt how to survive at Hwa Chong Junior College.
Wrong move to give in to pride. His definition of success. Found only odd-jobs due to age. Apprentice carpenter at construction site. Diligence and intelligence got him promoted to supervisor. Took two months to get over acrophobia. Started work early and ended late. Carried heavy load. Inspired by Pine Tree Club to understand lifestyle of the rich. Bought a country club membership after success. First salary gave mother and him joy. Had little to do with secret societies despite poverty. Worked hard at carpentry. Became supervisor at 17. Boss financed his driving licence and bought him a second-hand car. Enlisted in army.
Track 2
Boss noticed interviewee was hardworking and gave him recognition. Pay rise upon promotion. Became quieter with age. Felt decision to work was justified. Did not bother to keep in contact with secondary school friends. Priority was to lighten mother’s burden. Believes in reaping what you sow. Three attempts to pass driving test. Interviewee and siblings cried when parents quarrelled. Hates to quarrel now as a result.
Normal pastime was going to cinemas, watching singers perform and going to the beach. Small circle of friends. Did not help out at provision shop as much as before but still liked to close shop. Certain foods give feeling of nostalgia. Atmosphere during Chinese New Year period was better than on normal days. Often gave in to elder brother. Seldom chatted with him. Closer to two sisters who left school to work. Paid half share of new bicycle with elder brother using money from working on farm. Satisfaction at buying everything with own money.
Reluctance at joining army. Rigours and training in the army.
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Reel/Disc 6 of 19
Metadata
- 12 Apr 2005
Recording Date
- 00:56:57
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Tough having to help support family from a young age. Gained mother’s appreciation. Siblings appreciate and respect his decision and contribution to the family. Regrets not pursuing further education. Never questioned fairness and equality. Felt useful to be able to help support family. Does not blame circumstances for sacrifice made.
Harder for parents to understand their children nowadays. Sheltered younger generation cannot make similar sacrifices. Present generation cannot compare to older generation in terms of determination and perseverance. Interviewee does not pamper children. Would choose to hide problems from children if any were to arise one day. Tries to give children happy childhood. Felt the need to succeed. Untold respect for parents. Days of hardship not mentioned to his children.
Could not get used to difference in lifestyle before and during national service.
Track 2
Interviewee upset at having to do national service (NS) and disrupt civilian work life. Felt NS was redundant. Understood the importance of it after training. Military strength much improved now.Tough training and strict discipline to train troops. Discipline and leadership learned in army helped in business.
Worked as mover during weekends for extra allowance. Unable to help family financially during NS. Got to know his future wife during this period. Adapted to army rules fairly easily. Could not take the first three months of training. Ate at army canteen and kept a tab. Girlfriend gave $20 to help out. Interviewee strives for a better life and not be like his parents. Believes one will reach his target if he works hard for it. Sees life as a lesson. Learned to be satisfied with what he has. Made good friends in the army and became sworn brothers. Sees them as a beautiful chapter in his life. Has another group of sworn brothers in the village. Thinks it is a good tradition.
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Reel/Disc 8 of 19
Metadata
- 12 Apr 2005
Recording Date
- 00:57:37
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Opened second branch of Novena at Bukit Timah two years after launching the first. In between, interviewee opened Novena Lighting. Also opened Novena Publications. Folded after two years. Sold Novena Lighting to manager. Second branch opened in 1987. Understood importance of branding. Opened publications with intention of diversifying business. Not many negative effects on him regarding loss from publications. Made $10 million by 1989 with three Novena branches. Third branch was at World Trade Centre.
Started investing in property in1987. Sold stocks and property during Bosnia war. Lost a lot of money. Moved to mother’s house. Became depressed for some time. Regretted deeply Wanted to stop furniture business and go into investment. Sold shops.
Felt like upgrading his life. Was left with $1 million. Took half a year to decide what he wanted to do with the money. Success of Novena due to number of key factors. Relationship with people very important. Service was top priority. Timing is crucial. Constant changing of design. One of the top players in furniture business. Life became happier with money. Got married after NS. Married in "strange" circumstances, 1981. Stayed in old place after marriage. Friction often occurred. Reservist in Taiwan during birth of firstborn.
Track 2
Daughter born one year after marriage. Could not adapt to marriage initially. Was unhappy at sudden change in lifestyle. Bought a condominium unit. Pros and cons of of marrying young. Wife did not help with interviewee’s business. Stopped working after moving to new house. Did not interfere much with his work. Quarrelled over his gambling habits.
Mother had priority over everyone else. Became arrogant with wealth. Wasted a lot of money. Hung out with new friends from business. Was about 28 then. Forgot about poverty. Lived lavishly. Relationship with parents remained good. Younger brother helped in transport.
Gave elder brother some money to do his own business which failed. In the end, he invested $10,000 and went into partnership with brother to start a furniture shop. Gave brother full control after a year. Rented an office space for Novena. Got a piece of land in Serangoon Road in 1991 with help of Econominc Development Board (EDB). Exhibition was main source of income. Bosnia war caused business to fail. Went back to selling furniture. Highest point in business before war was over $10 million income a year. Period of three years between investment and war. Investment strategy was based on "roll" system. Had $20 million at peak. Once outbid major companies and bought a piece of land for over $10 million. Intended to be developer. Wanted to live a more leisurely lifestyle. Interest in furniture faded.
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Reel/Disc 9 of 19
Metadata
- 12 Apr 2005
Recording Date
- 00:57:29
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Interviewee formed a development company. Intended to build a shopping centre. Opened a few branches. Closed Novena branches except one. Wanted to switch professions. Wanted to learn English. Forgot about past poverty. When Bosnian war started, began to panic and sell property and shares quickly under no pressure from bank. Market stabilised as soon as he cleared his property and shares. First time in life encountered such a major setback. Only wife knew of loss. Did not have savings for rainy days. Tried hard to sell shares for money to repay banks. Kept distance from friends in property industry. Learnt danger of greed. Land bought in Bukit Timah was remaining asset. Rebuilt Novena from that piece of land.
At age 30, he felt he was young enough to rebuild career. Second child, a son, was born before crisis. Sold his flat and condominium unit. Stayed eight months at mother’s place. Still feels unjustified at loss of fortune. Left with rented office and some movers and goods. Younger brother still helping. Elder brother still doing own business. Raised about $40,000 to revive Novena. So-called friends did not help much during crisis. Learnt not to have expectations from people.
Track 2
Interviewee felt he hit rock bottom with over a million dollars left from fortune. Feels one must learn to be satisfied. Mother and wife tried to encourage him. Furniture suppliers did not know of loss in fortune. Renovating company was closed when Novena started making money. Revival started in a small way but picked up fast due to reputation. Did not change business strategy. Some designs and ideas were pioneers in the industry. Used a different approach in layout of furniture and advertising. Service and décor very important. Started making profit within three years.
Went back into doing exhibitions. Reopened branches. Targeted local market only. Bought a piece of land in 1992 for Novena. Took over supplier Wah Heng. Opened a factory in Vietnam with Wah Heng and Li Jing Furniture. Company was called Serrano. Sold shares to Wah Heng because of dispute and got back Novena shares. Novena bought factories in China. Directly produced furniture. Factory in Vietnam lasted three years. Often flew to Vietnam for meetings. Saw potential in Vietnam. Wah Heng became the only shareholder left. Learnt not to invest with too many shareholders. Invested US$3 million. Learnt a few lessons from the partnership. Made loss of $1 million. Why interviewee took over Wah Heng. Fresh approach needed to make significant changes to Novena. Felt Novena had the potential to be listed.
Bought over Wah Heng in 1994. Taking over was not a good decision but it gave him experience. Did not open factory in Malaysia because they had better technology compared to operators. Closed Singapore factory after a year due to expenditure. Moved factory to China. Wanted to do import and export. Better-planned business strategy led to $10 million income per year within three years. Had 200 employees. Made loss of $1 million during the year he acquired Wah Heng. Many problems arose upon acquisition of factory. Problems of two companies working under one.
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Reel/Disc 10 of 19
Metadata
- 12 Apr 2005
Recording Date
- 00:58:14
Running Time
- MP3
Format
- Open Access
Conditions Governing Access
Synopsis
Track 1
Interviewee chose Vietnam for its geographical position and potential. Foreign investors had to include a local investor. Sentimental feelings for Vietnam. Spent much time settling disputes. Felt tired of settling problems. Success of Wah Heng in Vietnam is a consolation. Feels it is best for all shareholders to know their own roles. Factory was located one hour away from Ho Chi Minh City. Low maintenance employees and bills. Vietnam was eager to attract investors but lacked experience and infrastructure.
Compared pros and cons of China and Vietnam. Language is a barrier that can be overcome. Politics go hand in hand with business. Reputation of Singaporean businessmen. Local investor acted as medium to settle local disputes and problems. Wah Heng was in charge of factory and interviewee sales. Built one factory each in Suzhou and Shenzhen. Factory in Vietnam could not match China sales. $10 million income per year in China.
Wanted to list company. Listed and unlisted companies work differently. Listed companies need documents to verify. Put locals in charge of sales. Concentrated on factories. Chinese government admires Singaporeans. Similar lifestyle between Chinese and Singapore. Did not invest in China because he felt he had yet to make his mark in Singapore. Waiting for a chance to break into Chinese market. Novena is one of the top brands in China. Difficulties China faced with sudden influx of investors. Good traits of Chinese. Opportunities will be missed with too much contemplating. First shop was in Shanghai. Good response to classy décor. Opened another shop in Shenzhen. Intended to dominate the market in China. Separate local partners between Shanghai and Shenzhen. Success of Novena in Singapore is directly linked to investment in China.
Better to work with someone from the industry. Two partners were not from the industry. Invested about $1 million in the two factories. Had to resort to some rule-bending. Supervised factories personally. Wanted to know about the Chinese and their culture. Difference in thinking between Shanghai and Shenzhen. Shanghai and Shenzhen as efficient as each other. More than 200 employees per factory at its peak.
Track 2
Had eight retail shops. Still visits two factories in China. Performs merchandising role. Still uses other factories to produce goods. Feels it is same everywhere doing business. Always be prepared in business. China not as bad as people make it out to be. Does not feel it is hard to get proper documentation done in China.
A good partner is someone who does things for the good of the company and not for own selfish needs. More interaction with potential partner before deciding to do business. Business opportunities few and far between nowadays. Must share joy and woe with partner. Supervisors often do not tell him about problems. Income was generated by factory and retail shops. Factory exported goods overseas. Venture in China helped business in Singapore as well as improve the way he deals with situations. Singaporeans used to have advantage over Chinese. First Singaporean company to export goods to China. Export not as easy as it seems. Sold the venture as it did not meet target prerequisites. His definition of success and failure.
Wanted to give daughter a chance to study in China. Felt it could give her a chance to know more people. Feels it is a good decision to study in China. Would give son same chance to study in China. Feels Chinese will only get better. Changes in China within past 10 years. China being underestimated by many. Spending power very huge. Would encourage children to venture into China. China’s infrastructure greatly improved. Feels one without support or background could still try working in China.
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