More global brands are betting on Singapore as a gateway to high-growth Asian markets

More global consumer brands have been expanding into Asia through Singapore, leveraging the Republic’s strategic location, strong infrastructure, and vibrant business environment as a testbed to localise their products for Asian markets as well as coordinate regional operations and supply chains.

It comes at a time when Asia is set to drive half of global consumption growth by 2030, representing a US$10 trillion (S$13 trillion) opportunity as one in every two worldwide transactions is expected to come from consumers in the region, according to McKinsey.

Singapore is well-positioned to tap that demand, with Changi Airport serving 67 million passengers in 2024 and projected to handle up to 140 million a year when Terminal 5 is completed in the mid-2030s.

Ms Melissa Guan, vice president and head of consumer at the Economic Development Board (EDB), said consumer companies are drawn to Singapore, where most consumers are savvy, culturally diverse, and have the spending power and appetite to try new products. This allows the brands to test and adapt their offerings across Asia.

The Republic’s multicultural workforce also gives companies access to talent with regional market knowledge, helping them scale across Southeast Asia.

EDB works with foreign companies that want to set up shop here by fostering collaborations within the local ecosystem – ranging from research institutes to innovation partners, and local brands – that provide a competitive edge for those with plans to expand in the region.

From 2022 to September 2025, EDB has secured over 50 new investments from consumer companies wanting to expand through Singapore.

This included support to set up headquarters activities, conduct research and development, and use Singapore as a testbed to launch retail concepts that can be scaled to the rest of the region, an EDB spokesperson said.
 

Singapore as a testbed for the region

One of the latest firms to set up a base here with EDB support is Danish jewellery maker Pandora, which opened its regional headquarters in Singapore in November as part of efforts to expand its presence across Asia, said Mr Massimo Basei, chief commercial officer of Pandora.

Pandora employs 400 employees across office and retail positions, and has 62 stores in the region. Its new Singapore hub will add around 50 roles dedicated to expanding the business, said Mr Basei.

“Our new headquarters will focus on branding and marketing, market development, and operations. These teams will play a critical role in driving growth and supporting our markets across Asia,” said Mr Basei.

He added that Singapore is the ideal base for managing both established markets such as Japan and South Korea and emerging ones like India and Indonesia.

“Our focus right now is on building a strong foundation with the new regional headquarters in Singapore,” said Mr Basei.

“This is a significant investment in infrastructure and talent, underscoring Pandora’s long-term commitment to Asia and our ambition to capture the region’s immense potential.”

Other international brands that have opened recently include activewear and wellness brands On and Alo, which opened flagship stores in Singapore at Jewel and The Shoppes at Marina Bay Sands in July and August, respectively.

Meanwhile, Lotte Shopping, which operates the largest shopping mall chain in South Korea, will open its international headquarters in Singapore in 2026 to capture the wave of growing interest in Korean culture sweeping through Southeast Asia.
 

More US F&B brands coming

More US food and beverage (F&B) brands ranging from supermarket products to high-end culinary concepts have also established their businesses and regional bases in Singapore despite the industry being a challenging one.

Over 60 per cent of Singapore food businesses closed within five years of opening between January and October 2025, with 82 per cent of them not profitable, Deputy Prime Minister Gan Kim Yong said in Parliament on 5 November.

In spite of this, US potato brand Lamb Weston in November launched its fries in Singapore at FairPrice, FairPrice Xtra, and FairPrice Finest outlets for the first time.

This comes after the frozen potato company set up a Southeast Asia hub in Singapore about two decades ago bringing together critical functions including sales, marketing, and quality assurance to support customers across the region, said Mr Jeevan Dass, APAC senior commercial director for Lamb Weston.

Another company that has leveraged on Singapore’s location and market potential is fashion marketplace Tapestry, which piloted The Coach Cafe in 2023, marking the start of luxury label Coach’s F&B expansion in Singapore.

Coach has since opened other culinary outlets here, including the Coach Coffee Shop, which serves coffee and nostalgic New York eats, and the Coach Restaurant, a modern New York steakhouse built around an open woodfire kitchen, serving burgers and steaks with an all-American wine and cocktail program.

Singapore is a global crossroads where design, culture, and community intersect. Its openness to new ideas and its strong appetite for experiences are aligned with Coach’s values, said Ms Campbell O’Shea, senior vice president and general manager of Tapestry Southeast Asia and Oceania.

The city’s appetite for experiential, lifestyle-led concepts and its openness to innovation, coupled with its diverse and highly engaged consumer base makes it an ideal environment for Coach, said Ms O’Shea.

“Our hospitality concepts in Singapore are part of a broader ecosystem of experiences that enrich the world of Coach. They complement our retail presence by offering multi-sensory environments that invite discovery and connection,” said Ms O’Shea.

Meanwhile, US fast food chain Chick-fil-A is opening its first Singapore outlet, which is also its first in Asia, on 11 December, while US chain Chipotle Mexican Grill is also set to open in Singapore in 2026.

This comes after US coffee chain Blue Bottle Coffee opened its first cafe in Singapore on 3 April.

Singapore continues to be one of the US’ largest trading partners, according to Singapore’s US embassy website.

“Singapore’s strong and open economy consistently ranks among the top 10 in the world for government transparency and robust intellectual property protection, making it a preferred regional business hub and distribution center for US companies to reach Asia,” it said.

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