Sam Goi Seng Hui is the executive chairman of Tee Yih Jia Foods. He is famous as Singapore's "Popiah King". Sam Goi sells 'popiah' skins, a thin pancake made from wheat flour. He was the biggest sole shareholder in Super Coffeemix in 2008.
Sam Goi was born in 1949 in the Fujian province in China into a landowning family. The family moved to Singapore due to unstable political conditions at home. Goi studied electrical and mechanical engineering. At the age of 19, Goi joined his family business and opened an electrical engineering workshop.