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Singapore: Your gateway to Asia
S$6T
in consumption growth opportunities as Southeast Asian economies expand, with private consumption growing at 8 per cent annually through 2035 across the region1.
1st
in Asia for innovation, Singapore offers companies access to 21 national research institutes, open-innovation platforms, and a vibrant startup ecosystem2.
50%+
of global travel retail market share valued at S$86 billion is in Asia-Pacific3.
ASEAN is home to over 700 million people and projected to become the world’s fourth largest single market by 2030.
Rapid urbanisation, increasing digitalisation, and a growing middle class are fuelling consumer spending and economic growth.
Businesses operating in Singapore benefit from proximity to these diverse markets within a seven-hour flight radius, enabling faster product localisation and deployment.
Singapore's extensive trade network includes 28 FTAs that cover over 85 per cent of the global economy.
This provides consumer businesses with low-barrier access to key markets in ASEAN, China, India, the EU, and beyond.
Singapore hosts a rich ecosystem of partners with regional expertise that can support businesses in customising strategies for Asian consumers:
Asia-Pacific continues to be the largest travel retail market by region – accounting for more than 50 per cent of global market share valued at US$66 billion.
As a global gateway for travellers, Singapore is a strategic location for consumer businesses to base their regional travel retail operations, with air passenger flow expected to grow from 60 million to 140 million when Changi Airport Terminal 5 is completed in the mid-2030s.
Singapore's strategic location in Southeast Asia, business-friendly environment, and diverse talent pool make it an ideal hub for brand and marketing functions.
High consumer spending, a multicultural population, and strong digital engagement create the perfect testing ground for marketing strategies before regional scaling. Global brands including Unilever and Samsonite have set up brand development teams in Singapore to orchestrate growth strategies across Asia and international markets.
Singapore’s extensive global connectivity and world-class logistics infrastructure provides a greater supply chain resiliency.
Consumer giants including P&G, have their regional product supply hub based in Singapore to optimise supply and demand across the Asia-Pacific, Middle East, and Africa.
As the most attractive destination for global talent, Singapore is home to diverse talent from around the world.
Consumer businesses benefit from this rich talent pool, which combines international expertise with deep localised knowledge of regional markets.
Global companies like LVMH and P&G have set up their regional talent development centres in Singapore to leverage this advantage.
Singapore's vibrant digital ecosystem and strong government support make it an ideal hub for global companies to launch digital initiatives and centres of excellence.
Global companies like Heineken have established their first Global Generative AI Lab in Singapore, developing scalable GenAI solutions that drive business value and accelerate digital transformation across worldwide operations.
Innovative local startups such as AI Palette have transformed product development for brands including Nestlé, Mondelēz, and L'Oréal, leveraging advanced AI to significantly reduce market research and development timelines.
Singapore's multicultural and sophisticated consumer base serves as an ideal testing ground for brands to validate strategies before regional deployment, enabling companies to de-risk expansion across Asia.
Mondelēz expanded its R&D centre here in 2024 to focus on biscuits and baked snacks innovation, while Nestlé's R&D centre in Singapore develops products for the region.
Singapore supports global consumer companies with strong R&D capabilities and a robust public-private ecosystem. Leading firms such as L'Oréal, P&G, and Unilever conduct advanced research here, leveraging strategic collaborations such as P&G's partnership with A*STAR to drive innovations in skin science and personal care tailored to diverse Asian consumer needs.
Singapore's proximity to leading global ingredients, flavour, and fragrance suppliers enables faster go-to-market timelines for consumer products. The country hosts specialised innovation centres including dsm-Firmenich's APAC Nutritional Innovation Centre, which supports companies in developing innovative food, beverage and supplement products, and IFF's Regional Creation and Application lab offers expertise in fragrance and flavour development for brands.
As the retail landscape evolves through technology and omnichannel experiences, brands must innovate continuously to engage traveller. L'Oréal is leading this transformation from Singapore.
Read moreNestlé’s CTO shares how the company’s R&D hub in Singapore is driving global breakthroughs in nutrition, sustainability, and digital food innovation.
LVMH is leveraging Singapore as a key talent hub, nurturing the next generation of leaders through its leadership
programmes, driving excellence across its luxury brands.
The new lab in Singapore aims to drive growth, productivity, and customer engagement across global operations, focusing on automated marketing content, intelligent financial reporting, and next-gen customer support.
This initiative will focus on leveraging
cutting-edge technology and digital strategies to enhance Danone's product development and sustainability efforts worldwide.
The facility will serve as a strategic gateway to the evolving Asia-Pacific (APAC) markets, including Japan, Korea, Australia, New Zealand and Southeast Asia.
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