"UNCLE, where is Lean Seng?"
"Oh! You've overshot. Go out to the main road again, take your right and you will see a bridge. Turn right into the bridge, drive straight ahead and you can see it."
Within two minutes, we find ourselves outside a typical Chinese kampung house in Kuala Jalan Bharu, Penang, where 47-year-old Yeoh Sing Huat and his family are fighting an uphill battle to preserve the tradition of mass producing bedak sejuk, or cooling powder, a traditional skincare product made from fermented rice.
THE HEART OF BEDAK SEJUK
Bedak sejuk, affectionately known as "grandmother's beauty cream", has been an integral part of Malaysia's beauty and wellness regimen for generations. Made from rice, an Asian staple, it has cooling and soothing properties, especially during hot weather. This natural remedy, which has been passed down through generations, is typically applied like an overnight mask to hydrate, brighten and cool the skin.
A 2022 study by Universiti Kebangsaan Malaysia (UKM) found that the rice water used to make bedak sejuk is rich in amino acids, such as lysine, glutamic acid and arginine. These nutrients are known to have excellent hydrating and skin-conditioning benefits.
Moreover, a 2013 study by Universiti Malaysia Kelantan confirmed that bedak sejuk is free from harmful chemicals such as mercury, lead and cadmium — making it a safe alternative to synthetic beauty products.
But despite its proven benefits, the centuries-old tradition of making bedak sejuk has been struggling to survive in an increasingly competitive beauty market. Giant Asian and European brands dominate the skincare industry with sleek packaging, celebrity endorsements and heavy marketing campaigns. Bedak sejuk, with its humble roots and old-school packaging, faces an uphill battle to stay relevant.
RELUCTANT HEIR
The history of Lean Seng and bedak sejuk is deeply intertwined with Yeoh's family legacy. Yeoh's father, Yeoh Tuan, founded the company nearly 50 years ago, producing bedak sejuk for the small community in Balik Pulau, a town nestled on in the western side of Penang island.
Like many traditional businesses, the work was labour-intensive, and the family carried on the craft out of sheer dedication. As a young boy, Yeoh never imagined taking over his father's business. "It didn't cross my mind," he recalls, adding: "We were just helping out when we could, but I was focused on other things."
However, everything changed in 2016, when Yeoh's father passed away at the age of 70. "I saw how hard my father worked, even as he grew older and frailer. It was then that I decided to step in and continue the business," shares Yeoh. He had absorbed as much knowledge and skill as he could from his father, learning the delicate and painstaking process of creating bedak sejuk.
The journey of making the cooling powder is not for the faint-hearted. First, broken rice is washed and soaked for about a month to ferment. Once fermented, the rice is blended into a paste, then filtered and dried under the sun.
After several days of drying and fine-tuning the consistency, the mixture is shaped into small beads and packed into glass bottles, ready for market. Yeoh's family still uses glass bottles — a practice they've maintained for decades — and his production line remains rooted in tradition.
"Each scoop of rice paste creates 957 beads. It's painstaking work, but there's pride in each bead," says Yeoh, with a smile that reflects both the exhaustion and fulfilment of his craft. "We produce over 100 bottles of bedak sejuk every day, but no matter how many bottles we make, it's still the same process. We never compromise on quality."
DECLINE OF A HERITAGE
While Yeoh is committed to the family business, he's also acutely aware of the challenges bedak sejuk faces in today's beauty market. Cultural heritage expert Clement Liang notes that its popularity has significantly declined over the years.
"It used to be that everyone's grandmother would make it at home, and you'd find it in almost every household," Liang says, adding: "But now, with modern skincare alternatives, fewer people are interested in making it themselves. It's a rare product today."
Indeed, the rise of multinational cosmetic companies, backed by powerful marketing campaigns and celebrity influencers, has cast a pall over traditional products like bedak sejuk. While global beauty brands pour millions into advertising, bedak sejuk remains a low-profile contender in the crowded beauty landscape. The product's natural, no-frills image stands in stark contrast to the sleek, high-tech offerings that dominate the skincare market.
Liang adds that insufficient promotion has played a significant role in the declining presence of bedak sejuk. "There's little to no awareness about its benefits today. It's no longer marketed in the way that it should be," he says, adding: "Perhaps a modern twist in its packaging or an easier application method could help restore its relevance."
Despite this, Yeoh remains optimistic. He believes that the purity of bedak sejuk — its natural ingredients, its proven effectiveness, and its affordability — can help it find a niche in the market. "Bedak sejuk has endured for generations. It's simple, safe, and effective. For those who have used it, it speaks for itself," Yeoh says confidently.
INNOVATION MEETS TRADITION
As part of his effort to keep the tradition alive, Yeoh has recently started offering educational tours of his workshop. Tourists and locals alike visit to learn about the intricate process of making bedak sejuk, giving the craft new life and visibility. It's a small but important step towards preserving this traditional practice.
One visitor is middle-aged Penangite known only as Ong, who recalls her mother using bedak sejuk when she was young. "I remember my mother applying it on our faces after a long day in the sun. It was soothing," she says, adding: "It's amazing to see that Lean Seng is still going strong."
Yeoh takes pride in sharing his knowledge with others, not just for the business, but to ensure that the craft can be passed down to the next generation. "If we don't teach the younger generation about bedak sejuk, who will?" he asks, before posing: "I'm hoping someone from my family will take this over one day, but I can't be sure. For now, I take it day by day."
ENDURING APPEAL
Despite the hurdles, Yeoh finds comfort and joy in the process of making bedak sejuk. "I may face difficulties, but when I see the smiles on my customers' faces, it makes it all worth it," he says. One of his loyal customers, 70-year-old Yap Beng Choo, attests to the power of bedak sejuk. "I've been using it since I was a child, and it's helped keep my skin smooth and youthful," Yap says. "It's inexpensive, safe and works wonders."
Bedak sejuk's natural ingredients, combined with its deep cultural significance, ensure its enduring appeal. Even in the face of growing competition from foreign brands, the product has found a loyal following of people who appreciate its purity, effectiveness and the personal touch that goes into each bead.
As the sun sets on Yeoh's workshop, he reflects on his journey. "I never imagined I'd be here, carrying on my father's work. But now, it feels like my purpose," he says softly, adding: "I'll keep making bedak sejuk for as long as I can, and I'll keep sharing it with the world. It's a legacy that deserves to be preserved."
Bedak sejuk, once a beloved household staple, now finds itself at a crossroads. Yet, the determination of one family to preserve this cultural treasure ensures that the legacy of bedak sejuk will not be forgotten. As the global beauty industry continues to evolve, there will always be a place for products that connect us to our heritage, offering both beauty and meaning.
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