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Seng Chon with some of his company’s products. – NSTP / Eizairi Shamsudin

KUALA LANGAT: Who would have thought, Happy Alliance (M) Sdn Bhd (Happy Alliance), starting with its first coconut-based product, Nata De Coco, is now known almost all over the world.

Located in Kampung Tumbuk, Tanjong Sepat, Selangor, the food-manufacturing company, which has been operating for more than 25 years, witnessed a steady growth. Today, the food products are not only marketed domestically, but also exported to more than 30 countries, including various nations from Asia, West Asia, South America, Europe, Africa, as well as Australia.

Since its establishment, Happy Alliance has often received positive feedback from the consumers. The food products are not only of high quality, but also halal and recognized by various certification bodies, hence always a welcome choice for families.

Tan Seng Chon, the Managing Director, said the food products of Happy Alliance are certified by Malaysian Halal Certification (SPHM), issued by the Department of Islamic Development Malaysia (JAKIM) in 2009.

“We also comply with the standards and conditions of both governmental and private bodies for the implementation of the Hazard Analysis and Critical Control Point (HACCP) system, Good Manufacturing Practice (GMP), International Organization for Standardization (ISO 22000) and Makanan Selamat Tanggungjawab Industri (MESTI),” said Seng Chon.

“The encouraging response from the public is a motivation factor for us to produce more quality products, while at the same time cater to the taste and preference of local people.”

Based on konjac root

Recently, Happy Alliance has introduced a new food product based on the root of the konjac plant, under the brand of Captain Dolphin.

Konjac Jelly, a product under the Captain Dolphin brand, comes in four flavors – lychee, mango, grape and peach, adding more varieties to the company’s line of food products such as puddings and flavored drinks.

The product was introduced in mid-2019 and it went viral in mid-2021, with an incredible response from the public, especially on various online shopping platforms.

Operation at the Happy Alliance factory, in Tanjung Sepat – NSTP / Eizairi Shamsudin

“It is surprising to see Konjac Jelly, a local product, given such an enthusiastic reception by the public. This is definitely something unexpected and we are happy with the positive feedbacks from the buyers.”

“Its delicious taste, chewy texture and various flavors make the snack a welcome choice for many people.”

Looking back on the past history of Happy Alliance, Seng Chon said he had started a shirt business at first but it went to the wall in 1997 due to a financial crisis. 

Production of kaya jam

He later learned from his father-in-law how to make kaya jam before making up his mind to start a business himself and sell kaya jam under the brand Seri Wangi.

“One day, someone came and asked where I got those containers to fill the kaya. His attention was drawn to the containers as they make perfect fit for his square-shaped food.”

“I tried his food and it tasted heavenly! Feeling inspired and realizing the great potential, we decided to start a food manufacturing business, Nata De Coco,” said Seng Chon. 

“We take great pride in Nata De Coco, not only because it is a food product of choice for many people, but also because it works as a medical device.”

As an innovative move to further the use of Nata De Coco, applying technology from Germany, Happy Alliance made Nata De Coco a wound dressing to help heal wounds.

According to Seng Chon, the phenomenal success and growing recognition from both locals and foreigners bestowed on them a burning desire to produce more quality food and beverage products.

“We are also working towards constant improvement to ensure only the products of best quality are provided to our customers,” he said.

Nata De Coco as a medical device with high technology from Germany, helps heal wounds.
On the left – Konjac root to produce Konjact Jelly.


  • Happy Alliance (M) Sdn Bhd has been established for over 25 years. The company’s first food product, Nata De Coco, is based on coconuts.
  • Nata De Coco is used as a medical device to help heal wounds too.
  • All food products of Happy Alliance are certified by Malaysian Halal Certification (SPHM), apart from the certification of MeSTI, GMP, HACCP and ISO.
  • The company’s products are acknowledged by Indonesian Ulema Council (MUI).
  • Captain Dolphin Konjac Jelly, based on the root of the konjac plant, is not only locals’ favorite, but also sells well overseas like South Korea and Japan.
  • Products are exported to more than 30 countries such as Japan, Korea, India, China, Thailand, Singapore, Indonesia, Philippines, Cambodia, Myanmar, Mongolia and Brunei. In addition to Asian region, the products are sold in Middle East countries like Dubai and others, also countries in Europe, Latin America, Africa as well as Australia.