Five years after the sudden loss of her husband, Lena Lee has transformed grief into a vibrant tribute to Singapore’s rich culinary heritage. Lee invested over $800,000 to create Jiak 99, a 2,800 square foot hawker culture experience centre at the Singapore Flyer. The immersive space aims to share the authentic flavors and stories behind Singapore’s beloved hawker fare with both locals and tourists, preserving a vital part of the nation’s identity.
Inspired by the way her late husband, Dr. Jeremy Ng, expressed love through food, Lee saw a gap in Singapore’s tourism offerings – a lack of truly immersive cultural experiences centered around its famed hawker culture. Jiak 99, which translates to “eat until you are full” in Hokkien, opened in September and has quickly gained popularity, with approximately 70 percent of visitors coming from overseas.
Lee’s journey began in January 2025 when she resigned from her position as assistant director of island investment with Sentosa Development Corp. She then dedicated herself fully to the project, launching Jiak 99 after months of planning and development. The centre offers a 45-minute guided tour that blends tasting sessions, interactive exhibits, and hands-on activities, taking visitors through the history and nuances of Chinese, Malay, Indian, and Eurasian cuisine.
Food, Lee explains, was central to her relationship with Dr. Ng, a head of general surgery at Singapore General Hospital. She fondly recalls his meticulous attention to detail, even in the simplest of culinary acts. “Food was always a special way we connected,” Lee shared, remembering how he would carefully debone and deshell food for her. The couple prioritized shared meals, making it a daily ritual to connect over dinner.
A Legacy Forged in Flavor
Dr. Ng’s unexpected passing in July 2020, after collapsing during a jog at East Coast Park at the age of 48, left a profound void in Lee’s life. In the years that followed, she found solace in revisiting their favorite spots and meals, including a regular visit to a bak chor mee stall on Seng Poh Road, a breakfast they had planned to share on the day he died. This personal connection to food and memory became the driving force behind Jiak 99.
The centre’s design reflects this deeply personal connection. A mural depicting Lee and Dr. Ng enjoying a bowl of bak chor mee serves as a poignant reminder of their shared love for Singaporean cuisine. Jiak 99 also features replicas of old shophouse facades, interactive game stations testing knowledge of local drinks like kopi and treats like kueh, and a 20-seat cafe, Jalan Makan, serving classic dishes like Nasi Lemak with Chicken Cutlet ($9.90) and Singapore Laksa ($11.80).
From Corporate Leader to Cultural Preservationist
Lee’s career spanned nearly two decades, beginning with a bachelor’s degree in science from the National University of Singapore in 2006. She held positions in property, operations, and human resources at companies including iFly Singapore (now AltitudeX) and The Working Capitol before returning to Sentosa Development Corp. Her experience in managing people and operations proved invaluable in bringing Jiak 99 to life. She initially started with a team of three, expanding to fifteen employees before the launch.
Securing funding for the venture proved challenging, as Lee faced difficulty explaining the unique concept to potential investors. “In the early days, people often didn’t know exactly what Jiak 99 was,” she explained. Despite these hurdles, she self-funded the project, determined to create a space that celebrated Singapore’s hawker culture.
Visitors to Jiak 99 can experience the “Classic Hawker Experience” for $35 (adult) or $25 (child), a 45-60 minute tour that includes tastings served in a traditional tingkat. A “Chef’s Table” workshop, priced at $50, offers a hands-on opportunity to learn how to develop local favorites like muah chee or teh tarik.
Looking Ahead
Lee hopes to recoup her initial investment within the three-year lease term, but emphasizes that her primary goal is not financial gain. She prefers to be seen as an “employee” of her own company, maintaining a practical mindset and acknowledging the inherent challenges of entrepreneurship. Her vision extends to inviting local hawkers to host pop-up stalls at Jiak 99, further enriching the cultural experience.
Lee measures success by the impact Jiak 99 has on its visitors. If the centre can foster a deeper appreciation for the skill and dedication behind Singapore’s hawker fare, she believes the venture will have achieved its purpose.
What are your thoughts on preserving Singapore’s hawker culture? Share your experiences and opinions in the comments below.
