Sam Goi Seng Hui (born 26 April 1949) is a Singaporean businessman who is also known as Singapore's "Popiah King". He is the chairman of Tee Yih Jia, a food manufacturing company, well known for selling spring roll pastry, or locally known as "popiah" (薄饼) skins,[1][2]
In 2008, he was the largest single shareholder in Super Coffeemix.[3] In 2014, he won the 2013 Businessman of the Year award at the Singapore Business Awards which were organised by local financial newspaper, The Business Times, and DHL Express.[4]
Goi has four children. His youngest son, Ben Goi, was chief operating officer of Tee Yih Jia until his death in 2019 from a stroke.[5]