Andie Chen Partners with Brothers to Revitalize Creative Eateries Brands

Andie Chen, much like numerous other actors, is venturing into the food and beverage sector. However, he’s not launching a completely new establishment. Instead, he and his brothers—Ash and Adam—along with their business associates, have acquired Creative Eateries, as disclosed on November 17. This Singaporean restaurant group boasts a variety of popular brands, including Bangkok Jam, Suki-Ya, and Tanglin Cookhouse, along with a catering division.

Founded by Adam, their company, Asia White Knight Group, holds the franchise rights for six Joe & Dough locations in Singapore. Adam has gained invaluable operational experience in the F&B sector over the last few years. A dedicated entrepreneur, he describes himself as a “platforms guy,” with previous ventures that include developing and running the entertainment platform Effro.

It was Adam who invited Andie, who was last seen in the series Fixing Fate, to join their venture. “For the past six years, I’ve enjoyed providing financial support and opportunities to talented creatives,” Andie explained, indicating that their new initiative aims to assist F&B professionals with strong ideas who struggle against larger competitors. “We want to help them with procurement, scaling, rental, and marketing, allowing them to focus on their strengths,” he added.

Why take such a significant step into the restaurant industry? Adam stated, “The F&B market is experiencing a transformation. Although it appears challenging, with change come new opportunities. There’s potential for specialists like me, who excel in optimizing operations, to make a real impact.” He envisions a “fundamental shift in F&B management” as businesses evolve.

Adam was drawn to Creative Eateries because it presents an opportunity for a data-driven and marketing-focused approach to the F&B landscape. “Although they are performing well, the current market conditions demand more than just one or two management teams; it requires a comprehensive leadership strategy,” he noted.

In his new role, Andie will serve as Chief Marketing Officer. He admitted, “I’m undergoing a crash course in managing the marketing department.” He finds many aspects reminiscent of his production work, yet recognizes the need to learn specific skills like SEO and PR management. “The principles are similar, but there’s a lot to absorb,” he revealed.

The current company workforce comprises about 250 employees, and the brothers plan to enhance their resources. Nonetheless, Andie expressed, “Acting will always remain my primary focus. I’ve become increasingly selective with my projects over the years, prioritizing quality over quantity.”

At 40, he jokingly mused about experiencing a midlife crisis. “I’ve decided to embrace whatever opportunities come my way. Previously, I often said no to new ventures, concentrating solely on honing my acting skills. Now, I feel it’s time to let life unfold.”