58 homegrown brands newly added to Made With Passion initiative, bringing total number of brands to more than 150

Singapore, 12 September 2023 – Singapore Tourism Board (STB) and Enterprise Singapore (EnterpriseSG) jointly announced the addition of 58 new Made With Passion brands today, with the launch of the third phase of the initiative. This brings the total number of brands bearing the Made With Passion mark to more than 150.

The growing stable of Made With Passion brands will provide opportunities for locals and tourists to discover and engage with more homegrown brands. In its earlier phases, the initiative focused on building awareness domestically. Based on a consumer survey, close to 60% of respondents are now more likely to recommend Made With Passion brands. In this third phase, besides spotlighting the stories of our passionate local entrepreneurs, Made With Passion will amplify efforts to increase awareness and demand for Singapore lifestyle brands internationally.

Jointly led by STB and EnterpriseSG, the nationwide initiative was launched in 2020 to celebrate and support enterprising local brands, and build on Singapore’s destination brand – Passion Made Possible¹.

Guo Teyi, Director, Retail and Dining, STB said: "We are proud to welcome 58 new brands to Made With Passion, a public-private initiative that aims to cultivate a deeper appreciation of the diverse range of Singapore brands among locals and tourists. It is heartening that more than half of the Made With Passion brand owners cited an increase in business opportunities and 30% saw an increase in sales. We are grateful for the trust that these brands have placed in us and will continue to work closely with all Made With Passion brands to showcase the quality products that our country has to offer, as well as continue to reinforce Singapore’s appeal as a vibrant lifestyle destination."

Sarah Ler, Director for Retail and Design, EnterpriseSG said: “Made With Passion has helped Singaporeans discover more of our home-grown lifestyle offerings and learn about the stories behind these brands. Building on the momentum of the first two phases, we will focus our efforts in bringing Singapore businesses onto the global stage through various overseas activities like showcases or pop-ups under the Made With Passion initiative. We see the brand mark as a means to raise awareness and elevate the standing of Singapore brands collectively among the international audience.”

New additions that bring the Singapore spirit to life

Chosen for their exceptional representation of Singapore’s diverse lifestyle sector and unwavering commitment to bringing ideas to life, the 58 new Made With Passion brands were selected from over 150 applicants across four distinct categories: Beauty & Wellness, Fashion & Accessories, Home & Décor, and Packaged Food & Beverage (F&B). These brands will bear the Made With Passion mark which is a recognition of the ambition, hard work, resourcefulness and determination that goes behind building an enduring brand with good quality products. Whether it’s a love for experimentation, a commitment to tradition, or a drive to innovation – passion is what unite these local brands.

New names to the Made With Passion slate include fine jewellery brand Simone Jewels; candle maker Hush Candle; activewear KYDRA; sustainable lifestyle label Our Barehands; artisanal shoe and leather care store Mason and Smith; collectibles design studio Mighty Jaxx; consumer electronics company PRISM+; bakery chain BreadTalk; and addictive salted egg snack brand IRVINS.

Going global

Made With Passion brands are gaining global recognition and expanding their reach overseas, thanks to various initiatives and partnerships. EnterpriseSG has featured these brands at international consumer showcases such as The Little Red Dot: Singapore Showcase at Showfields New York in 2022, and Singaporium 2023 at SM Aura Mall in Manila.

STB also organised a Singapore showcase featuring Made with Passion brands in Jakarta to reconnect with Indonesian consumers when borders reopened. In addition to being showcased at ITB Asia 2022 Singapore booth as part of STB’s marketing efforts, Made With Passion brands were also featured in partnerships with regional influencers and content publishers. These collaborations highlight Singapore’s authentic, meaningful and unique shopping experiences, further promoting the Made With Passion initiative.

Looking ahead, Made With Passion brands can look forward to more of such opportunities in the pipeline. This October, EnterpriseSG will be featuring a selection of Made With Passion brands at Anuga 2023, a leading European food fair held in Cologne, Germany, attracting more than 170,000 visitors from over 200 countries. STB is also working with Nykaa, India’s leading e-commerce beauty and lifestyle platform, to showcase Made With Passion brands this November at Nykaaland, India’s first and largest beauty and lifestyle festival.

Moreover, selected Made With Passion brands are available at Design Orchard² and on e-commerce sites like KrisShop and Taiwanese e-commerce platform Pinkoi, where international audiences can conveniently purchase their favourite Singaporean products online.

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

Annex A: 58 new brands under Made With Passion
Annex B: Full list of brands under Made With Passion

¹ The Passion Made Possible destination brand, launched in 2017 by the Singapore Tourism Board and Singapore Economic Development Board, celebrates Singapore’s unique attitude and mindset: a passion-driven, never-settling spirit of determination and innovation, that constantly pursues possibilities and reinvention.

² Design Orchard is an integrated retail and incubation space that aims to groom local designers in the lifestyle and fashion industries.

-END-

About Made With Passion

Jointly led by Singapore Tourism Board and Enterprise Singapore, Made With Passion is a national marketing initiative to promote consumer awareness and appreciation for our homegrown lifestyle brands across four categories – Beauty & Wellness, Fashion & Accessories, Home & 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 Singapore residents to pursue their own dreams to turn their passions into a reality for a better Singapore.

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.

About Enterprise Singapore

Enterprise Singapore (EnterpriseSG) 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.