Three Legs Brand® had humble beginnings. When the brand was created in 1937, members of the founding families would load up suitcases with their secret traditional recipes and set off on foot to deliver their products to customers.
Later, as the Three Legs Brand® gained widespread acceptance among consumers, the group invested in delivery vans—symbols of Three Legs Brand’s success and growth. Since then, each generation has contributed to the remarkable growth of the Three Legs Brand®, which is now one of the largest and most respected over-the-counter (OTC) and Traditional Chinese Medicine brands in Asia, with a customer base of over one billion people.
Three Legs Brand® was founded with the aim of catering to the basic healthcare needs of the mass market. The founders focused on manufacturing affordable and high-demand products such as Cooling Water, Headache Powder, Tinea Skin Solution, and Cough Relief.
1930s-1940s
After World War II, demand for Three Legs Brand® products surged. This led to the establishment of a new factory in Johor Bahru, Malaysia. With the benefits of economies of scale, the company was able to pass on savings from lower production costs to consumers.
1940s -1950s
The second-generation directors expanded the company’s sales network from Singapore and West Malaysia to East Malaysia and Indonesia. It was during this time that the Three Legs Brand® started rolling out extensive marketing efforts, erecting dozens of billboards, putting up signage at medical halls, running press ads, and even sponsoring "Three Legs" stone benches outside temples. In 1968, to meet the ever-growing demand, a new manufacturing plant dedicated to manufacturing Cooling Water was opened in Petaling Jaya.
1950s -1970s
The Three Legs Brand® began to adapt and refine our product design and packaging to suit different market needs. In the 1980s, based on feedback from customers and business stakeholders, the Three Legs Cooling Water glass bottles with metal caps were replaced by PET bottles with plastic caps to improve hygiene and convenience. It was a welcomed change by our consumers who appreciated the new bottle’s weight and portability. As Cooling Water became increasingly popular, more and more competitors introduced imitations into the market to capitalise on the strong Three Legs Brand® name. To address this, the company invested in a plastic bottle-moulding machine that stamped the Three Legs logo on the neck of each bottle. This enabled consumers to distinguish the genuine TCM & GMP-certified Three Legs Cooling Water from fakes. An automated manufacturing process using the latest technology was later introduced. During this period, the brand also ramped up above-the-line advertising, including more press ads and TV and radio commercials. At the same time, the Three Legs Brand® started its licensing and joint venture operations in Indonesia.
1980s-1990s
With the involvement of third-generation family members, distribution channels expanded beyond traditional methods to include modern trade and a broader geographical footprint. Two new state-of-the-art manufacturing plants were built in Indonesia and Malaysia. Both factories operated under rigorous GMP standards, even before such standards became mandatory. Additionally, while heavy investment in advertising continued, particularly in Indonesia and Malaysia, the company also prioritized giving back to the community by sponsoring medical seminars and educational activities in schools.
1990s –2000s: Market Penetration
Three Legs Brand® further diversified its product range to cater to different segments of the market. In 2003, the Cool Rhino™ sub-brand was introduced to appeal to young, trendy consumers. In 2014, a range of health supplements was launched to meet the needs of middle-aged consumers. We have constantly upgraded our manufacturing processes to keep up with the best practices, incorporating clinical approaches and the latest technology to ensure the consistency, safety, efficacy, and quality of all products under the Three Legs Brand®. We also conduct pre-clinical trials and toxicity studies to further enhance the safety of our products. In 2016, we proudly launched Cooltopia Cooling Water, designed to meet new consumer demands for refreshing and innovative beverages. More than just a cooling drink, Cooltopia comes in a variety of flavours and is packaged in convenient PET bottles. The launch proved to be a resounding success. Receiving strong reception and sales in both the Singaporean and Malaysian markets. In Singapore and Malaysia, Three Legs Cooling Water enjoys up to 90% of the relevant market share. Across Singapore, Malaysia, Indonesia and Brunei, we sell about 1 million units of Cooling Water alone every day. This is a clear testament to the quality, reputation, and acceptance of Three Legs Brand®.
Into The New Millennium
