New “Made With Passion” campaign launched to celebrate and promote support to local lifestyle brands

The Singapore Brand Office and the Singapore Tourism Board, supported by Enterprise Singapore, jointly launched Made With Passion today, an extensive national marketing initiative that promotes our local lifestyle brands which embody the Singapore spirit of turning possibilities into reality.

It comprises a campaign, a brand mark, as well as partnerships among brands, trade associations and the broader industry to build a vibrant ecosystem for the local lifestyle sector.

The marketing campaign features a collective of brands across four lifestyle categories – beauty & wellness, fashion & accessories, homeware & décor, and packaged F&B. This complements the ongoing SingapoRediscovers campaign which encourages locals to rediscover stories and places through Singapoliday experiences.

The first brands to carry the mark are a mix of established and up-and-coming brands and while they do not represent all the local brands that Singaporeans are proud of, they provide a flavour of our vibrant and diverse lifestyle offerings.

To allow Singaporeans to easily identify these brands, the initiative will introduce a Made With Passion brand mark that the public will start seeing on brands’ product packaging, in-store and online. Carrying this brand mark allows brands to signify their strong connection to Singapore and their unwavering passion.

Trade association partners such as Association of Small & Medium Enterprises, Restaurant Association of Singapore, Singapore Food Manufacturers’ Association, Singapore Furniture Industries Council, Singapore Retailers Association, and Textile and Fashion Federation, are also supporting the initiative through ongoing dialogue and advice to develop the initiative further. Made With Passion will work with the industry and trade associations on opportunities to bring more brands on board.

Other industry partners across the retail ecosystem have also come on board to support the initiative to drive awareness and sales of local brands. Made With Passion brands will be showcased or made available for purchase through various partners, such as at an upcoming pop-up at Design Orchard, a newly-launched Retail Food Hall at Lau Pa Sat, and selected FairPrice Finest stores over the next few months.

To help our local brands reach online consumers, e-commerce platform Shopee has also leaned in to market the brands on a dedicated microsite, to encourage people to consider local, especially during important gifting seasons. Other online marketplaces that will carry Made With Passion brands are Boutique Fair’s online platform eBoutiques, KrisShop and OneOrchard.Store.

Made With Passion Brands

Beauty & Wellness

• Eu Yan Sang
• Hegen
• HYSSES
• Kinohimitsu
• Sifr Aromatics

Homeware & Décor

• Commune
• Folks Furniture
• ipse ipsa ipsum
• SCENE SHANG
• Supermama

Fashion & Accessories

• Baju by Oniatta
• Bynd Artisan
• Carrie K.
• CHARLES & KEITH
• EDEN + ELIE
• Faire Leather Co.
• GINLEE Studio
• Love, Bonito
• Onlewo
• PAZZION
• RECKLESS ERICKA
• The Shirt Bar

Packaged F&B

• awfullychocolate
• Bee Cheng Hiang
• Bengawan Solo
• Brass Lion Distillery
• Brewerkz
• Camel
• Fossa Chocolate
• Gryphon Tea Company
• JANICE WONG SINGAPORE
• Kwong Cheong Thye
• JUMBO Seafood
• Mr. Bucket Chocolaterie
• NG AH SIO Bak Kut Teh
• Oh My Goodness!
• Old Seng Choong
• PPP Coffee
• Prima Taste
• Straits Preserves
• The 1925 Brewing Co.
• The Golden Duck
• The Soup Spoon
• Tong Heng
• Udders Ice Cream
• Violet Oon Singapore
• Ya Kun International
• Yeo’s

The individual stories of brand owners overcoming odds to bring their products to market, serves as inspiration to other brand owners and Singaporeans to begin their own entrepreneurship journey.

In the upcoming months, interested public and aspiring entrepreneurs can engage with Made With Passion brand owners through Inspiration Sessions , consisting of mentorships and Meet-and-Greet opportunities, to learn from their experiences and hear their stories first-hand.

The public will also have a chance to share about other local lifestyle brands they love through an upcoming social media activation. This open sharing of knowledge will spur more Singaporeans to be inspired by our local brands to pursue their own ambitions.

Locals can discover the variety of featured brands and their passion stories online on Instagram and Facebook (@madewithpassionsg), as well as on the Made With Passion website next month.