SHEN LOON SHE 神農氏 NATIONWIDE EXPANSION, ASEAN RECORD, AND BRAND AMBASSADOR @ SOFITEL KUALA LUMPUR DAMANSARA
A significant step forward for the health and wellness industry was marked today at Sofitel Kuala Lumpur Damansara as homegrown health brand Shen Loon She 神農氏 (SLS) celebrated its nationwide retail expansion with Watsons Malaysia, a prestigious ASEAN Record, and the reveal of its latest brand ambassador, Tan Chia Yong.
Founded in 1978, Shen Loon She Enterprise Sdn. Bhd. has evolved into a trusted name in health innovation, offering expertise in formulation, OEM services, manufacturing, marketing, and distribution of TCM and modern wellness products tailored for today’s generation.
Prior to this expansion, SLS products were available online as well as through two official offline stores located in Penang and Kuala Lumpur, where they had already built a loyal consumer base. With the new partnership, the brand has now extended its retail presence through Watsons Malaysia, with its products available in outlets across 13 states. By doing so, this enables the brand to boost physical accessibility to everyday consumers and reach new consumer segments.
Speaking at the event, Andy Lee, Chief Executive Officer of SLS, said, “As we grow, we carry with us not just products, but the responsibility of preserving the values and trust we've built over the years. Our mission is to make science-backed wellness more accessible to modern consumers, with formulations that are relevant to today’s lifestyles. This expansion into Watsons and nationwide retail is about reaching more Malaysians in ways that are convenient and meaningful — because at SLS, we truly believe that the happiness of the family starts with your own health.”
As SLS enters a new phase of growth and brand visibility, the company has appointed renowned Malaysian news and television host Tan Chia Yong as its latest brand ambassador. A familiar and trusted presence on screen, Tan is known for his clarity, credibility, and calm demeanour — qualities that resonate deeply with SLS’s values of trust, tradition, and authenticity. His appointment marks a strategic step in strengthening public engagement as the brand scales up its retail presence nationwide.
“Shen Loon She isn't just another wellness brand. It's a name that’s been part of Malaysian households for generations, and that trust means a lot to me. I’ve used their products myself and felt the difference. That’s why I’m proud to stand here, not just as a spokesperson, but as someone who genuinely believes in what they do,” said Tan, when asked about joining the SLS family.
Capping off the celebration was a proud moment of recognition. SLS received an official ASEAN Record for the “Most Joint Supplements Featuring UC-II Sold in a Month,” achieving 10,040 bottles and RM1.43 million in sales during July 2025 alone. This recognition centres on the brand’s flagship joint health supplement, Moflex Plus, which features UC-II — a patented undenatured type II collagen clinically proven to support joint comfort, mobility, and flexibility with just one small daily dose.
As a further mark of product authenticity and trust, SLS also received an official certificate of authentication from LONZA, the global healthcare manufacturer and owner of the UC-II trademark. Together, the record and certification demonstrate how products like Moflex Plus are delivering real results while meeting the needs of today’s health-conscious consumers seeking trusted Malaysian-made solutions.
Bringing warmth and sincerity into the celebration was a heartfelt segment honouring the SLS Friends: a close-knit community of real customers who have journeyed with the brand over the years. More than just loyal supporters, these individuals represent the lived experiences, personal stories, and genuine trust that have shaped SLS into what it is today. Each SLS Friend was presented with a personalised certificate of appreciation, symbolising the company’s deep respect for the people behind its growth.
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