After the Salted Egg and Mala food trends, Hae Bee Hiam (spicy dried shrimp sambal) seems to be the latest hype, with many F&B brands jumping on the all-things-Hae-Bee-Hiam bandwagon.
Just in time for the upcoming Chinese New Year, Texas Chicken recently introduced a limited time Hae Bee Hiam Chicken to their Hae-Pic Chinese New Year festive menu, available from 28 Jan to 3 Mar 2021 at all Texas Chicken outlets islandwide in Singapore.
Texas Chicken’s Hae Bee Hiam Chicken
Using only 100% fresh chicken that are delivered daily to the restaurants, they are coated with a special Hae Bee Hiam recipe made with dried shrimps, that are fried till fragrant with belacan, shallots and other spices, and orange breadcrumbs.
Before they are served, more crispy Hae Bee Hiam orange breadcrumbs are sprinkled onto the fried chicken to enhance the rich aroma and give it a nice golden-orange colour and satisfying crunch with every bite.
We sampled it and found it to be more sweet than spicy and will appeal to those who can’t take spicy food as well.
What really impressed us was the size of the chicken served. Each piece is definitely at least double the size of your KFC chicken.
As you sink your teeth into the chicken, the golden orange breadcrumbs will fall all over and it can get pretty messy. This is a deliberate design for Chinese New Year – a symbolism of the Chinese phrase “遍地 黄金”, which translates to bountiful wealth and good fortune everywhere. Fun!
On the inspiration behind the debut of the Chinese New Year Hae Bee Hiam Chicken, Mr Eugene Lim, Director of Brand & Marketing of Select Group, the company that operates Texas Chicken, said: “We want to create a flavour that resonates strongly with Singaporeans, especially during Chinese New Year, and Hae Bee Hiam has always been a popular condiment in Asian cooking. Its unique sweet, savoury and spicy umami taste simply whets appetite, even at the mention of its name. After much testing, we found the right Hae Bee Hiam recipe that goes amazingly well with our succulent, tender fried chicken!”
“The auspicious golden-orange colour of our Hae Bee Hiam Chicken is also a symbolic way for us to wish our diners overflowing happiness and prosperity in the Year of the Ox”, he added.
For this year’s CNY festive menu, Texas Chicken also introduced the new Pineapple Butter Biscuit, which is their version of the ubiquitous CNY pineapple tarts. Glazed with pineapple jam to give a sweet and tangy taste, the soft and fluffy biscuits are baked daily to ensure their freshness.
Have a HAE-PIC Chinese New Year
A variety of Texas Chicken’s HAE-Pic CNY meal choices are available for ordering at the outlets or to be sent to your doorstep via delivery options.
Kickstart your CNY feasting with the 2-Piece Hae Bee Hiam Chicken Set, priced from $10.60, which comes with two pieces of chicken, one small mashed potato, one pineapple butter biscuit, and one regular Sjora Mango Peach.
For couples or those with bigger appetites, try the 5-Piece Hae Bee Hiam Chicken Combo, priced from $29.90. The combo includes five pieces of chicken, four pieces of chicken tenders, one large mashed potato, two pineapple butter biscuits, and two regular Sjora Mango Peach.
Bigger groups can opt for the delivery-exclusive 8-Piece Hae Bee Hiam Chicken Bundle, starting at $49.90. The bundle comes with eight pieces of chicken, six pieces of chicken tenders, two large mashed potatoes, four pineapple butter biscuits and four regular Sjora Mango Peach.
Thinking of a unique CNY gift pack for your relatives or friends? Go for the delivery-exclusive 16-piece Hae Bee Hiam Treasure Box ($98.80). The treasure bundle includes 16 pieces of chicken, two serves of popcorn chicken, eight pieces of tenders, four large mashed potatoes, eight pineapple butter biscuits and two bottles of 1.5 litres coke.
From 28 Jan to 3 Mar 2021, all in-store dine-in and takeaway orders with a minimum spend of $10.00 in a single receipt, get $1.00 off when payment is made with OCBC Pay AnyoneTM. T&Cs apply.
Delivery orders with a minimum spend of $20.00 will get 10% off using the promo code HAEPIC10 when you check out.
Delivery option is available via Foodpanda, Grabfood, Deliveroo and Texas Chicken’s islandwide delivery platform.