Singapore Celebrates 58 New “Made With Passion” Brands in Latest Initiative Phase

Singapore Tourism Board (STB) and Enterprise Singapore (EnterpriseSG) have jointly announced the addition of 58 new “Made With Passion” brands as part of the third phase of their collaborative initiative. This development brings the total number of brands bearing the coveted “Made With Passion” mark to over 150.

The continued growth of the “Made With Passion” brand stable is set to provide both locals and tourists with an extensive array of opportunities to explore and engage with Singapore’s homegrown brands. Initially, the initiative aimed at raising domestic awareness, and it has achieved remarkable success. According to a recent consumer survey, close to 60% of respondents are now more likely to recommend “Made With Passion” brands. In this third phase, the focus will not only be on spotlighting the stories of passionate local entrepreneurs but also on expanding awareness and demand for Singaporean lifestyle brands internationally.

Launched in 2020, the nationwide “Made With Passion” initiative is jointly led by STB and EnterpriseSG. Its primary objective is to celebrate and support enterprising local brands while building upon Singapore’s destination brand, “Passion Made Possible.”

New Additions: Celebrating Singapore’s Spirit

The 58 newly introduced “Made With Passion” brands were meticulously chosen for their exceptional representation of Singapore’s diverse lifestyle sector and unwavering commitment to transforming ideas into reality. These brands span across four distinct categories: Beauty & Wellness, Fashion & Accessories, Home & Décor, and Packaged Food & Beverage (F&B). Each brand proudly bears the “Made With Passion” mark as a recognition of the ambition, hard work, resourcefulness, and determination that underlie the creation of enduring brands with high-quality products. Whether it’s a love for experimentation, a commitment to tradition, or a drive for innovation, passion is the common thread uniting these local brands.

Among the new additions are names that epitomize Singaporean creativity and craftsmanship, such as fine jewelry brand Simone Jewels, artisanal candle maker Hush Candles, activewear label KYDRA, sustainable lifestyle brand Our Barehands, artisanal shoe and leather care store Mason and Smith, collectibles design studio Mighty Jaxx, consumer electronics company PRISM+, bakery chain BreadTalk, and the irresistible salted egg snack brand IRVINS.

Going Global: “Made With Passion” Expands Its Reach

“Made With Passion” brands are on the path to global recognition and expansion thanks to various initiatives and partnerships. EnterpriseSG has showcased these brands at international consumer events, including The Little Red Dot: Singapore Showcase at Showfields New York in 2022 and Singaporium 2023 at SM Aura Mall in Manila.

STB has also played its part by organizing a Singapore showcase featuring “Made With Passion” brands in Jakarta to reconnect with Indonesian consumers as borders reopened. These brands have been prominently featured at ITB Asia 2022 Singapore booth as part of STB’s marketing efforts, and they’ve also enjoyed collaborations with regional influencers and content publishers. These partnerships spotlight Singapore’s authentic, meaningful, and unique shopping experiences, thereby further promoting the “Made With Passion” initiative.

Looking ahead, “Made With Passion” brands can anticipate more such opportunities. In October, EnterpriseSG will feature a selection of these brands at Anuga 2023, a leading European food fair held in Cologne, Germany, attracting over 170,000 visitors from more than 200 countries. STB is also collaborating with Nykaa, India’s leading e-commerce beauty and lifestyle platform, to showcase “Made With Passion” brands at Nykaaland, India’s first and largest beauty and lifestyle festival, in November.

Furthermore, selected “Made With Passion” brands are readily available at Design Orchard and on e-commerce platforms like KrisShop and Taiwanese e-commerce platform Pinkoi.