Su named the brand Julie's to appeal to the global market and stand out from local competitors.

In an interview, Su's son Tzy Horng said that Julie is a name his father made up and not that of a real person.

A comedic heist short film Operation Maybe was released online to accompany the rebrand.

[citation needed] In October 2008, Julie’s biscuits were found to be contaminated with melamine-tainted ammonium bicarbonate from factories in China.

With the support of the Malaysia External Trade Development Corp (MATRADE) and the Ministry of Health, they were able to recover from the crisis.