Laying the Foundation: Founded in Singapore (then part of Malaya) by four visionary entrepreneurs to deliver accessible, everyday healthcare to the mass market.
Core Heritage Lineup: Launched foundational remedies including Headache Powder, Cough Syrup, Tinea Solution, and iconic Cooling Water.
Industrial Scale: Expanded after World War II by building its first major factory in Johor Bahru, Malaya, leveraging economic scaling and lower production costs to keep products affordable for consumers.
Expanding Footprint: Network expanded to East Malaysia & Brunei; second plant opened in Petaling Jaya (1968).
Widespread Advertising: Early marketing via billboards, press ads, medical hall signage, and sponsored stone benches.
Modernizing Brand: Refined product design and packaging to cater to specific market needs.
Broadcasting Reach: Increased advertising budget to run above-the-line campaigns across press, radio, and TV.
Automated Production: Adopted the latest technology to introduce automated manufacturing in production plants.
Regional Joint Ventures: Expansion into Indonesia through licensing and joint venture operations.
Generational Transition: Leadership passed to third-generation family members as early founders retired.
Expanded Retail Footprint: Broadened distribution beyond traditional medical halls and provision shops into modern supermarkets and hypermarkets to engage younger consumers.
GMP-Certified Facilities: Constructed world-class manufacturing plants in Malaysia and Indonesia adhering strictly to Good Manufacturing Practice (GMP) standards.
Regional Market Reach: Leveraged international production standards to penetrate wider regional markets.
Lifestyle Product Innovation: Introduced Cool Rhino for active, on-the-go consumers, and Pe Pa Kao as a less sweet alternative for throat relief.
Design Recognition: Earned accolades from the Malaysia Good Design Awards for innovative product packaging and bottle designs.
Contract Manufacturing (OEM): Leveraged pharmaceutical facilities and multi-dosage format capabilities to expand into third-party OEM contract manufacturing.
Fruity Line Expansion: Introduced Cooltopia, the brand’s first fruity-flavored cooling water, catering to consumers seeking flavored cooling remedy options.
Digital Presence: Broadened online reach across social media channels to engage and communicate with consumers directly.
Brand Refresh: Celebrated its 80th anniversary in 2017 with a redesigned Three Legs logo, marking a shift toward a dynamic, modern brand image.
High Daily Consumption: Reached over 1 million units of Three Legs Brand Cooling Water consumed daily, underscoring strong regional market trust
Wen Ken Drug Company
(Pte) Ltd
2 Alexandra Road, #02-08 Delta House, Singapore 159919.
Tel: (65) 6275 5677
Fax: (65) 6275 2282
Email: info3L@wenken.com
