In the early 19th century, the first few generations of Hainanese immigrants arrived in Seremban, Negeri Sembilan, after the Hokkiens, Hakkas and Teochews. One young Hainanese man, Goh left his homeland and arrived in Seremban in search of a better living for his family back in Hainan Island. And he manage to bring his wife a few years later.

In the early 1950s after the Japanese occupation, he started his own coffee shop (kopitiam) near a local bus station where it was crowded with low – middle class people. At the time Goh had one thing in mind, it is to give the people the good cup of coffee, for what they deserve. Goh uses his own recipe of roasting coffee by using woodfire, thus creating an earthy and smoky aromatic flavour to the coffee. His coffee soon became very famous amongst the local Seremban people and also attracted visitors from far and wide. Fast forward 3 Generations, this recipe has become the staple coffee source for many locals.

What really distinguish our coffee from others brands, are the years of experience and hard work, the aim to preserve tradition and our passion for authentic Hainanese coffee experience, for the many generations to come. This is the actual history in progress, of how our Ancestors had endured in their lives, so that their stories can be told, through a single cup of traditional New Southern Coffee.