SINGAPORE – Got a favourite decades-old bakery or traditional medical hall that you think deserves more support?
From March 20, Singaporeans can nominate local heritage brands for the new SG Heritage Business Scheme, aimed at recognising the brands and supporting their efforts to grow.
Businesses that are selected can benefit from support in branding, marketing and consultancy services by the National Heritage Board (NHB) and other agencies.
To qualify, the businesses must be registered and operating in Singapore for at least 30 years. Among other conditions, they must also be located within Singapore’s central area, namely Chinatown (Kreta Ayer, Bukit Pasoh, Neil Road), Kampong Gelam, Little India, the Civic District, Bras Basah, Bugis and Orchard.
The selected businesses will benefit from greater brand visibility to increase consumer awareness. A specially designed SG Heritage Business mark will be introduced to help the public easily identify and support designated heritage businesses. Such businesses can use the mark on their marketing channels such as product packaging, in-store and digital displays, or social media posts.
The businesses will be listed in a directory on NHB’s heritage portal Roots.gov.sg. They may also be featured at NHB’s Singapore Night Festival, Singapore HeritageFest and events of heritage institutions such as the Indian Heritage Centre.
The selected businesses may also receive consultancy support to help them develop or transform for long-term sustainability. This could include assistance in identifying new business opportunities or connecting with relevant forms of support.
The scheme was first announced on March 10 by Senior Minister of State for Culture, Community and Youth Low Yen Ling at her ministry’s budget debate.
“The SG Heritage Business Scheme celebrates these uniquely Singaporean businesses, and supports their efforts to innovate while staying true to their roots,” she said. “We encourage Singaporeans to rally behind these truly SG businesses with their patronage and celebrate our collective heritage.”
The scheme is one of the initiatives supported under the recently announced Inter-Agency Task Force for Heritage Business, Traditional Activities and Cultural Life.
The task force is led and co-chaired by Ms Low and Minister of State for National Development Muhammad Faishal Ibrahim. It brings together key agencies, community partners and heritage businesses to grow and sustain businesses and activities that are crucial in ensuring the vibrancy of Singapore’s heritage areas.
Findings from NHB’s Heritage Awareness Survey 2024 – with 2,018 Singaporeans and permanent residents (PRs) aged 15 years and above – showed that 75 per cent of them agreed that heritage businesses play an important role in shaping neighbourhood identity.
In addition, 84 per cent of the respondents agreed that heritage businesses contribute to Singapore’s vibrancy as a city, while 87 per cent of them believed that such businesses play a key role in promoting appreciation of Singapore’s history, heritage and culture.
However, based on the Heritage Business Feasibility Study commissioned by NHB in 2023 that surveyed 751 Singaporeans and PRs, only 46 per cent regularly purchased from heritage brands. The low consumer support could be due to factors such as limited awareness of heritage goods and services, said the study.
Ms Melissa May Tan, NHB’s director (heritage policy and research), said: “From our engagements and research, the low public awareness of these heritage businesses and their value is a significant hurdle for businesses, amongst other myriad challenges.”
She added that the scheme’s focus is not just on the heritage businesses.
“It is also a call to action to all Singaporeans, to do our part to support the heritage businesses that matter to each of us. Let’s not wait until it’s too late.”
The nomination will run until May 18, 2025 and the nomination form is available on NHB’s website.
Eligible businesses can also nominate themselves or other businesses. All nominations will be evaluated by NHB and an appointed evaluation panel, and the awardees will be announced in the third quarter of 2025.
Mr Kenry Peh, who helms Pek Sin Choon, a tea merchant in Chinatown, said: “The scheme is not measured by money but how we can get help to assess our current situation, and bring it forward into the future.”
The 55-year-old hopes the scheme will help preserve and promote his 100-year-old business, which is known for its Nanyang tea blends. It also supplies tea leaves to about 80 per cent of bak kut teh shops in Singapore.
Mr Muhammad Hazmi Zin of Rumah Makan Minang in Kampong Glam said: “My biggest worry is how the food culture has evolved. The younger generations may prefer fast food to heritage food.”
The 42-year-old, who helps run his 71-year-old nasi padang family business, hopes the scheme will help him enhance his marketing and branding efforts. This will not just bring in more customers, but also young people who are willing to work for them.
Agreeing, Mr Regunarth Siva Thyagarajan of Jothi Store and Flower Shop, a 65-year-old business in Little India, said that manpower is one issue for heritage businesses.
“A lot of traditional businesses are disappearing as nobody is keen to take over,” said the 45-year-old.
“Branding is important so that future generations will recognise our trade, and even be interested to continue the business even if they are not from the same bloodline.”
Chin Soo Fang is senior correspondent at The Straits Times covering topics such as community, politics, social issues, consumer, culture and heritage.
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