Chua Hup Eng was founded with the goal of preserving traditional Chinese culture and practices. They strive to carve a niche in the “kim zua” (金纸, joss paper and offerings) marketplace by focusing on premium, natural products. Their incense is thoughtfully crafted from quality materials known for their rarity and fragrance, such as agarwood, sandalwood, and rosewood, or alternative materials less commonly retailed, such as mugwort or thuja. Chua Hup Eng believes that products such as premium incense, derived from nature and crafted with love and authenticity, will help our traditions and practices stay apace with modern trends.
Incense is often integral to observances, ceremonies, and even the daily lives of devotees, for whom lighting joss sticks could be as routine and natural as making coffee. Given their ubiquitousness, many may not think twice about the humble joss stick. Ryan Chua, however, noticed the younger generation stepping away from practices like offering incense for prayers. He observed that people were becoming more health-conscious, and sought products with health benefits. Today’s joss sticks are often mass-produced using artificial chemicals and additives to meet high demand. In the past, however, incense was traditionally made with natural herbs instead. With Chua Hup Eng, Ryan thus wanted to reintroduce natural incense for health reasons, and to offer better incense to spiritual beings
Although Chua Hup Eng only started trading in 2020, their customer base already includes devotees, temples, and religious leaders alike. They believe that incense is a deeply personal choice. When asked to recommend their “best” incense, Ryan shares “只有你自己喜欢的香才可以叫好香” (the best incense is the one that speaks to your heart). Given the uniqueness of his products, Ryan is confident each of his customers will find something to their tastes.