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Singapore Brand Office and Singapore Tourism Board, supported by Enterprise Singapore, launched a nationwide marketing initiative to celebrate local brands and their Singapore spirit of turning possibilities into reality


Singapore, 20 November 2020 - 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.

Lynette Pang, Advisor to the Singapore Brand Office and Assistant Chief Executive (Marketing Group) of the Singapore Tourism Board said, “Passion is at the heart of our Singapore story. We are also home to a host of innovative and iconic brands that have been created with passion. By sharing the stories behind both established and up-and-coming brands, we hope that more people will be able to rediscover well-loved brands and be wowed by the myriad of brands that speak of our passion and creativity.”

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.


A new brand mark to recognise local brands

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.


Growing local brands in partnership with associations

Trade association partners such as Association for 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.

Chew Lee Ching, Vice-President, Awards and Special Projects, Association for Small & Medium Enterprises (ASME) said, “The Made With Passion initiative is most timely. ASME is very pleased to support this initiative as we recognise that it takes great passion and commitment to build, nurture and grow a brand. The launch of Made With Passion also reflects a maturing of our market in appreciating homegrown brands. We can be proud of local brands and help them flourish.”


Building a supportive ecosystem in partnership with industry

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.

“The Made With Passion initiative is a gateway for Singaporeans to discover more of our local brands. With greater awareness and interest, Made With Passion will be able to amplify positive brand attributes of our Singapore brands across the wider lifestyle sector. We hope that Made With Passion will elevate Singapore brands collectively and help them achieve greater success,” said Dilys Boey, Assistant Chief Executive Officer, Enterprise Singapore.

To help our local brands reach online consumers, leading e-commerce platform in Southeast Asia and Taiwan 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. More details of the retail partnerships can be found in Annex D.


Enabling and inspiring Singaporeans to bring new ideas to life

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.


For more information on Made With Passion, please refer to the annexes.


Annex A: Full list of brands under Made With Passion

Annex B: Brand information and quotes from brand owners

Annex C: Quotes from industry associations

Annex D: Upcoming Made With Passion partnerships


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About Made With Passion

A joint initiative by the Singapore Brand Office and the Singapore Tourism Board and supported by Enterprise Singapore, Made with Passion is a national marketing initiative to promote consumer awareness and appreciation for our local lifestyle brands by showcasing the many facets of passion that go into creating the products we enjoy today. It hopes to encourage other brand owners and Singaporeans to pursue their own dreams to turn their passions into a reality for a better Singapore.

Discover our local lifestyle brands and be inspired by their stories @madewithpassionsg.


About the Singapore Brand Office

The Singapore Brand Office (SGBO) is a joint partnership of the Economic Development Board (EDB), Singapore Tourism Board (STB) and the Ministry of Communications and Information (MCI). Set up in 2019, the Office leads the promotion of Singapore’s unified nation brand, Passion Made Possible. The Passion Made Possible brand celebrates the exceptional Singapore spirit - fuelled by our passion and a sense of possibility, we turn our aspirations into reality for a better Singapore and a better world.


About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

More: or


About Enterprise Singapore

Enterprise Singapore is the government agency championing enterprise development. We work with committed companies to build capabilities, innovate and internationalise.

We also support the growth of Singapore as a hub for global trading and startups, and build trust in Singapore’s products and services through quality and standards.

Visit for more information.