Launch of Singapore Food Gifts initiative at Changi Airport

Posted On 18 Nov 2017

The Singapore Food Gifts initiative was launched by Minister Lim Hng Kiang, Senior Minister of State Sim Ann and SFMA's Thomas Pek on 18 November 2017, and is part of SFMA's drive to accelerate the commericalisation of innovative products and help local food manufacturers access new markets. This is in line with the strategies under the Food Manufacturing Industry Transformation Map launched in November 2016, which calls for more globally competitive food companies.

The growing food gifting market represents a significant opportunity for Singapore's food manufacturers. To help local companies capture a slice of this global market, SFMA. with support from SPRING, unveiled the Singapore Food Gifts initiative today. As a first collaboration under the initiative, SFMA partnered Focus Network Agencies (FNA) to introduce dedicated food gift aisles at its Taste Singapore outlets in Terminal 1 and 4 of the Changi Airport. About 20 local food products, infused with heritage flavours and packaged in nifty gift editions by over 11 renowned Singapore brands, will be featured at the outlets to excite shoppers.

Opening doors to new markets for local food manufacturers

The global food gifting market is projected to grow from S$75 billion in 2015 to S$96 billion by 2020. In Singapore, confectionery, souvenirs and gifts are popular among tourists, accounting for about 8% to 11% of their total shopping expenditure. Leveraging Singapore's global acclaim as a food paradise and its excellent reputation for food quality and safety, local food manufacturers are well-positioned to continually improve their offerings and create new products to seize opportunities in growing markets like this.

SFMA's collaboration with FNA, a leading local airport retailer with presence in 24 countries, opens a new and coveted platform for our food manufacturers to showcase their products to the international market and amplify brand awareness. From innovative food gifts such as laksa-flavoured cookies and Singapore Sling-flavoured rock sugar sticks, to local delicacies like bak kut teh cooking kit, bird nest and nonya curry powder - the dedicated aisles at FNA's Taste Singapore stores in Changi Airport feature specially packaged gift sets that allow these heritage flavours to be enjoyed anywhere in the world by both Singaporeans and tourists. To offer a seamless offline to online experience, the Singapore food gifts featured in-store at Taste Singapore will also be available online at iShopChangi.

Capturing growth opportunities with food innovation and partnerships

Developing innovative food gifts is a journey that require food companies to think through several aspects of their products. These include taste, visual appeal, cultural appropriateness, packaging, and versatility for different occasions. Efforts, such as the food gifts kick-off workshop organised by SFMA and SPRING in July 2017, helped local food manufacturers gain a better understanding of the food gifting landscape and how they could leverage consumer insights to develop products with global-appeal. SFMA is also working with various partners, including the STB, The Smart Locals, ICBC Bank, to provide strong marketing support ranging from social media publicity to targeted in-market promotional campaigns in China, Indonesia and Japan.

"Food manufacturers need to keep abreast of global consumer trends, and ride on them to stay ahead of the curve. I am heartened to witness how our food companies are constantly seeking innovation and creatively incorporated local flavours into food gifts that help to bring a taste of Singapore's heritage to the world. With the strong support from the Singapore Food Manufacturers' Association and the tenacity of our food manufacturers, I look forward to seeing more home-grown brands establishing their presence in new markets and expanding their global footprints", said Mrs Kee Ai Nah, Group Director, SPRING.


"The food gift came a long way when SFMA organised the Great Singapore Food Gift Award in 2014 to help members develop innovative food gifts. Today, the Singapore Food Gifts initiative will help food manufacturers to commericalise new products and establish new channels to promote Singapore food products among Singaporeans and overseas tourists. Going forward, SFMA will build and strengthen partnerships to enhance support and channels to enable more food manufacturers to develop new and exciting product offerings, and make a regional impact for our food gift products", said Mr Thomas Pek, President, SFMA.


The Singapore Food Gifts Logo
SG Food Gifts
The Singapore Food Gifts Logo
SG Food Gifts
The Singapore Food Gifts Logo
SG Food Gifts

The Little Red Dot is a nation that brings people together through our diverse food heritage and culture. The logo seals the wonderful culinary delights, savoury sauces, diverse cultures and cuisines and Singapore skyline into one brand – the Singapore Food Gifts.

See our Facebook page for more pictures of the Singapore Food Gift Launch Event:

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