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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 across four categories – Beauty & Wellness, Fashion & Accessories, Homeware & Décor and Packaged Food & Beverage.

It is about celebrating the many facets of passion that go into creating the brands we enjoy today - ambition, resourcefulness, optimism and determination and so much more - and encouraging other brand owners and Singaporeans to pursue their own dreams to turn their passions into a reality for a better Singapore.

Get to know more about Made With Passion and our brands at www.visitsingapore.com/madewithpassion

If you’re a local brand that is proud to represent Singapore and have a story of passion to share, and are from any of the following categories: Homeware and Decor, Fashion and Accessories, Beauty and Wellness, or Packaged Food and Beverage, we want you.

Apply now for your chance to become one of our Made With Passion brands at https://go.gov.sg/mwpform

All applications will be carefully considered and reviewed by a panel comprising representatives of relevant trade associations, thought leaders from the private sector, as well as the Singapore Brand Office, Singapore Tourism Board and Enterprise Singapore.

For more information on this, please read our Frequently Asked Questions below.

You may wish to review the questions in advance so that you have the necessary materials and information needed to complete the form in one sitting, as you will not be able to save and return to the form later. You can download the offline form here for reference. Do note that only applications via the online form will be accepted.

As a recognised Made With Passion brand, you’ll be part of a curated collection of local brands that may carry our exclusive brand mark on your products and channels, showcasing that you’re a brand that represents our lifestyle sector.

You may also gain marketing exposure, access to Made With Passion partners, and the opportunity to extend your sales channels.

Most of all, you’ll be part of a strong community of local brands - our current lineup of 48 Made With Passion brands, with which you can forge partnerships and collaborations to take your brand further.

The minimum eligibility criteria is as follows –

Your brand:

·       Is a Singaporean / PR-owned brand of at least three years based on the company’s registration date;

·       Is incorporated in Singapore, with minimally 30% of shares held by Singaporean persons (including companies) and/or PRs;

·       Operate a business in one of four lifestyle sectors, namely Homeware and Décor, Fashion and Accessories, Beauty and Wellness and Packaged Food and Beverage;

·        Produce and/or design own branded products, which must be available for purchase in local physical stores and/or online;

·       Has a strong business and financial track record;

        o    Existing distribution networks in local physical stores and/or online platforms

·       Has a good reputation and is positively perceived by the public;

·       Meets relevant health and safety standards for the sector that the brand and its products are in;

·       Has a clear and unique brand proposition that stands out from competition;

·       Demonstrate/Show how the brand continues to innovate, stay relevant and ensure consistency of brand quality across products; and

·       Exhibit the Singapore spirit of making passion possible through a compelling brand story. 

Interested applicants are advised to read the Frequently Asked Questions below before applying.

For any other questions, you may email us at SGBrand@mci.gov.sg

Key Dates

Open call: 5 to 30 April 2021, 2359hrs

Notification of Outcome: All applicants, successful and unsuccessful, will be notified of outcome via an email from the Singapore Brand Office by 30 June 2021.

1        General questions related to Made With Passion open call

1.1       What is Made With Passion about?

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 across four categories – Beauty & Wellness, Fashion & Accessories, Homeware & Décor and Packaged Food & Beverage.

It celebrates the many facets of passion that goes into creating the brands we enjoy today - ambition, resourcefulness, optimism and determination and so much more - and encourages other brand owners and Singaporeans to pursue their own dreams to turn their passions into a reality for a better Singapore.

Singaporeans can discover our local Made With Passion brands and be inspired by their stories on Instagram and Facebook (@madewithpassionsg), and www.VisitSingapore.com/MadeWithPassion

1.2       What is the focus of the open call?

When the initiative launched last November 2020, Made With Passion curated a starter slate of 48 brands that provides a flavour of Singapore's diverse lifestyle sector’s offerings.

To continue to grow this initiative to uplift local brand awareness on a larger scale, we are conducting an open call for more eligible local brands to come on board as a Made With Passion brand.

This open call will take place from 5 to 30 April 2021. All applications will be carefully considered and reviewed by a panel comprising representatives of relevant trade associations, thought leaders from the private sector as well as the Singapore Brand Office, Singapore Tourism Board and Enterprise Singapore.

1.3       How many brands will be included this time round?

There will be a curated selection from the applications received from this open call, but we are not working on a fixed number of brands. Instead, brands will be curated to ensure a good representation of Singapore’s lifestyle sector to enable Made With Passion to cater to a wider segment of consumer interest.

1.4       Why should I consider applying for the Made With Passion open call?

Visibility: Brands that are part of the initiative may enjoy overall greater consumer awareness and appreciation, coming under a single umbrella brand which represents what Singapore’s local brands stand for. Brands will be granted at least two years of rights to use the Made With Passion brand mark on products and communication channels (subject to terms and conditions), allowing them to leverage Singaporeans’ growing pride for local representation, and to show they are part of a curated set of local brands.

Partnerships: Brands may also benefit from access to Made With Passion partners, such as retail or e-commerce which can help increase marketing visibility and extend their sales channels.

Community: More importantly, brands will be part of a strong community of local brands, from which they can forge stronger partnerships and collaborations to take their brands further.

1.7       What commitments are required for a Made With Passion brand?

To strengthen visibility of Made With Passion, brands that are part of the initiative are strongly encouraged to adopt the Made With Passion branding on their marketing collaterals and channels. For example, this could include printing and/or pasting the Made With Passion brand mark on products, product packaging, or to feature it on their website, as part of their in-store branding or at any external pop-ups/events.

Brands will also be required to share their passion stories for potential marketing opportunities, to share on social media that they are a Made With Passion brand, and also incorporate the brand mark onto owned platforms such as their brand website, digital channels and brand shop fronts in e-commerce marketplaces.

2        Questions prior to the application process

2.1       How to apply?

Interested brands can submit their application in English using this Link. Only online applications are accepted.

The online form can only be submitted once. Incomplete submissions will not be accepted. Brands are encouraged to download the application form as a reference to prepare their submissions ahead of time.

Applicants will need to submit the following documents:

        o   Declaration of company’s latest annual financial statement, in PDF format

        o   Health and safety standards supporting documents (if applicable)

        o   Certifications and/or awards that your brand has received in the past 3 years (if applicable)

2.2       What are the criteria for the Made With Passion open call?

We welcome brands who meet the following criteria to apply:

●      Singaporean / PR-owned brand of at least three years based on the company’s registration date

        ○      Company incorporated in Singapore, with minimally 30% of shares held by Singaporean persons (including companies) and/or PRs

●      Operate a business in one of four lifestyle sectors, namely Homeware and Décor, Fashion and Accessories, Beauty and Wellness and Packaged Food and Beverage

●      Must produce and/or design their own branded products, which must be available for purchase in local physical stores and/or online;

●      Have a strong financial and business track record

        ○      Existing distribution networks in local physical stores and/or online platforms

●      Have a good reputation and is positively perceived by the public

●      Meet relevant health and safety standards for the sector that the brand and its products are in

●      Have a clear and unique brand proposition that stands out from competition

●      Demonstrate/Show how the brand continues to innovate, stay relevant and ensure consistency of brand quality across products

●      Exhibit the Singapore spirit of making passion possible through a compelling brand story.

2.3       Is there a membership fee tied to Made With Passion?

No, there is no Made With Passion membership fee.

2.4       Is there an open call processing fee?

No, there is no processing fee for the Made With Passion Open Call.

2.5       If I am a company owner with multiple brands, can I submit more than one application?

As Made With Passion is awarded at a brand level and not at a company level, companies with more than one brand that falls under any of the four applicable lifestyle categories and would like to be considered for Made With Passion can submit individual applications for each brand. Do note however that multiple submissions per brand will not be accepted.

3        Questions about the made with passion open call application form

3.1       Can I submit my application via other platforms?

No, we will only accept applications via the Made With Passion Open Call application form https://go.gov.sg/mwpform

3.2       How secure is the application form?

Form.gov.sg has undergone rigorous penetration testing, vulnerability assessment and infrastructure reviewed by both world-renowned security testers and Cyber Security Group (CSG). Form.gov July 2020 test report by renown security firm Cure53 found a solid security standing.

3.3       I have a question that is not answered in your FAQs. What can I do?

Please contact SGbrand@mci.gov.sg or your existing government agency point-of-contact from either Singapore Tourism Board or Enterprise Singapore.

4        Questions about the evaluation process in made with passion open call

4.1       Who will evaluate the submissions?

To ensure brands selected are representative of the qualities of a Made With Passion brand, all applications will be carefully considered and reviewed by a panel comprising representatives of relevant trade associations, thought leaders from the private sector as well as the Singapore Brand Office, Singapore Tourism Board and Enterprise Singapore.

Brands will be evaluated according to their presentation of a clear and unique brand proposition that stands out from competition, how they have innovated to stay relevant and whether they exhibit the Singapore spirit of making passion possible through a compelling brand story.

All information provided will be treated confidentially. All financial data and data regarding distribution networks will only be accessed by representatives from the Singapore Brand Office, Singapore Tourism Board and Enterprise Singapore for the purposes of evaluation the submission. It will not be used for any other purpose.

The trade associations evaluating the four categories are:

Packaged F&B:

●      Singapore Food Manufacturers’ Association

●      Restaurants Association of Singapore

●      The Association of Small & Medium Enterprises

Beauty & Wellness

●      Singapore Retailers Association

●      The Association of Small & Medium Enterprises

Homeware & Décor

●      Singapore Furniture Industries Council

●      The Association of Small & Medium Enterprises

Fashion & Accessories

●      Singapore Retailers Association

●      Textile and Fashion Federation

●      The Association of Small & Medium Enterprises

 

4.2       What is the deadline for the open call?

The deadline for the Made With Passion Open Call submission is 30 April 2021, 2359hrs.

4.3       When will the final results be announced?

All successful and unsuccessful applicants will be notified via email by 30 June 2021.