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Insights from industry experts on how to leverage Singapore to grow across Southeast Asia, including navigating market entry, operational structuring, and talent deployment.
With Southeast Asia poised to become the fourth largest economy in the world by 2030, global companies are increasingly using Singapore as a strategic base to scale regional operations.
At a seminar hosted by Hawksford, a global corporate services provider and partner of EDB’s The Workshop, industry experts highlighted key considerations and practical tips for companies pursuing regional expansion.
Having clarity on the reasons for business expansion is critical for companies as they choose new markets and grow a local presence.
Key questions to consider:
Many businesses use Singapore as a regional base to anchor headquarters, strategy, IP-sensitive functions, while serving as a control tower for cross-border operations.
Key advantages include:
Sukumar Suresh, Assistant Vice President of the Singapore Economic Development Board (EDB), shares insights on the SG+ Twinning Model
Companies can explore the “SG+ twinning model”, which brings together the strengths of Singapore and the region. The model allows global businesses to anchor high-value functions like HQ, R&D, supply chain management and advanced manufacturing in Singapore, while tapping nearby locations such as Johor for complementary manufacturing and operations. Together, this model supports growth while managing operational risk.
SPC Group, a South Korean food company, taps on Johor-Singapore Special Economic Zone (JS-SEZ)
SPC Group established its regional headquarters and R&D centre in Singapore in 2023, before launching a RM 143 million halal manufacturing facility in Johor in February 2025. The integrated model allows SPC to anchor innovation and management functions in Singapore whilst producing 11 tonnes of dough daily in Johor for Southeast Asian and Middle Eastern markets, with products trucked to Singapore weekly.
Sunningdale Tech leverages the Batam-Bintan-Karimun (BBK) area
Sunningdale Tech maintained its headquarters and high-tech operations in Singapore whilst leveraging Batam's manufacturing capabilities. The company focuses production in Batam while product design, final assembly, and testing are carried out in Singapore, processes that require Singapore's advanced manufacturing expertise. This integrated model allows the company to pair cost-efficient production in Batam with Singapore’s strengths in innovation and quality control, while leveraging Singapore’s logistics networks to distribute products globally across Asia, Europe, and the Americas.
As companies structure their regional operations, talent acquisition becomes a critical enabler of expansion success. Whether recruiting locally or relocating international talent, Singapore provides clear employment frameworks and work pass options to support companies in building their regional teams.
These include the Employment Pass (EP) for professionals and specialists, as well as the Overseas Networks & Expertise (ONE) Pass, which enables companies to attract top talent in all sectors. For technology-driven businesses, programmes such as Tech@SG further support access to specialised tech talent.
However, expanding beyond Singapore may introduce greater complexity as companies navigate diverse labour markets and differing operating environments across the region.
“Companies that want to deploy talent into the region or tap on the larger talent pool here, very often need to understand that this region is incredibly diverse and complex from a cultural, market size and maturity point of view. And the challenges that our participants very often face are how to easily hire and encourage people in these markets to be successful.”
Johannes Eckold
Partner Director
Globalization Partners (G-P)
Many companies choose to optimise market entry by strategically sequencing incorporation, partnerships and in-market hiring. Entering a new market can be complex, especially when managing cross-border operations and regulatory requirements. Strategic partnerships help companies scale more quickly and manage risk, by offering local expertise, networks, and operational support.
“Partners give you a very scalable, fast track to selling in all of these regions, because they've got relationships. They've got existing customers that they can test new products to, and they can navigate all of those idiosyncrasies around the culture and the relationships.”
Steve Dawson
CEO & Founder
Asia Market Entry (AME)
Often, the most effective market entry structures combine strategic partnerships with a direct regional presence, supported by the right in-market team. This allows companies to maintain oversight, align execution, and guide partners effectively.
Dario Acconci, Head of Corporate Asia and the Middle East, shares his views on the role of strategic partnerships
Expanding into Singapore and Southeast Asia involves a series of interconnected decisions from defining strategy and structuring operations to building regional teams.
Sign up for a complimentary personalised consultation with trusted partners on The Workshop, to receive practical guidance, clarify priorities, and develop a clear roadmap for expansion in the region.
1 Go 'glocal' to grow in ASEAN | Singapore EDB
2 Singapore ranks 5th in the 2025 Global Innovation Index; climbed two spots in Innovation Outputs | Intellectual Property Office of Singapore
