Bargain for seafood at midnight, check whether Uncle is feeling generous and discover what’s fresh today. Singapore seafood business LYHSeafood, which supplies high end restaurants is relaunching its website on 28 October 2026. The digital wet-market experience combines a 24/7 bargaining chatbot on selected products, occasional “Uncle’s Mood” discounts, a changing Today’s Catch selection and a seafood recommendation exactly like how a customer goes to the wet market and ask fishmonger 'I want to cook curry but what fish should I use?'—bringing familiar fishmonger interactions to a new generation of home cooks.
SINGAPORE — “Can cheaper?” is becoming part of online seafood shopping. On 28 October 2026, LYHSeafood will relaunch its website with an interactive digital wet-market experience where customers can bargain for selected seafood products around the clock, discover the day’s catch and check whether “Uncle” is feeling generous.
Operating from Tekka Market, LYHSeafood supplies restaurants including Seroja, Belimbing and Naeum, alongside serving household customers. Its revamped website draws inspiration from the conversations that shape a visit to a seafood stall: “What’s fresh today?”, “What should I buy?” and “Can cheaper?”
The relaunch brings these interactions together through four features designed to make buying seafood more engaging and approachable.
BARGAIN WITH A DIGITAL FISHMONGER, 24/7
Customers can make offers on selected seafood products through a negotiation chatbot and try to strike a deal. The feature brings market-style bargaining onto customers’ phones, allowing the conversation to continue beyond physical market hours.
For shoppers, that means negotiating for their next seafood order from the kitchen or sofa—even at midnight.
CHECK UNCLE’S MOOD
Anyone who shops at a wet market may recognise the pleasure of receiving an unexpected offer from a generous fishmonger.
LYHSeafood’s “Uncle’s Mood” feature recreates that spontaneity through occasional discounts available on selected days and times. Offers will not always be present, making the surprise part of the experience.
TODAY’S CATCH: “WHAT’S FRESH TODAY?”
Wild-caught seafood availability changes depending on what the sea offers. Today’s Catch reflects this variability through a changing daily selection.
The feature invites customers to discover what is available before deciding what to cook, bringing the experience of browsing a seafood stall into online shopping.
GUIDANCE FOR THE HOME COOK
For customers unfamiliar with buying seafood, a recommendation quiz suggests suitable choices based on their cooking preferences.
By giving shoppers a starting point, the quiz aims to make it easier to explore seafood beyond the products they already know.
A TRADITIONAL TRADE’S NEXT CHAPTER
The project is led by founder Kino, who continues to handle much of LYHSeafood’s packing, customer service and marketing.
The idea for the revamp began with a question: as seafood shopping became more convenient, what had been lost along the way?
“Most websites follow the same flow: find a product, add it to your cart and check out. It’s convenient, but I felt something was missing—the bargaining, the conversations and the discovery that make buying from a fishmonger memorable,” says Kino, founder of LYHSeafood. “I wanted to bring those interactions online and give customers a reason to choose us beyond the products we sell.”
Turning that idea into a working shopping experience brought its own challenges. Without a clear template for the combination Kino envisioned, the business had to work through how bargaining, spontaneous discounts, daily discoveries and personal guidance could fit together online. The resulting revamp brings those familiar market interactions to life through four connected features.
The revamp grew from his ambition to introduce younger shoppers to the personality of wet-market shopping while making seafood buying more accessible to newcomers.
Together, the features translate bargaining, guidance, spontaneous offers and daily discovery into an experience customers can explore from home.
The revamped LYHseafood website is scheduled to launch on 28 October 2026 at https://lyhseafood.com.
(Press Release)
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