Why Hold Lifestyle Events in Singapore?
Your Gateway to Vibrant F&B and Retail Sectors
Singapore's dynamic ecosystem supports vibrant F&B and retail sectors, offering businesses a platform to explore and capitalise on the burgeoning opportunities here and across Asia. As a strategic gateway to the region, Singapore is an ideal location for MICE events seeking to drive industry development.
Many of the world’s consumer firms such as P&G and Nestle are based here to tap on our pan-Asian insights and capabilities in research, innovation and more. Event attendees can also look forward to exploring diverse dining and retail experiences, and witness the latest innovations in these sectors, beyond the event itself.
Singapore is known for its gastronomic excellence, with a world-class dining scene that seamlessly blends rich culinary heritage with innovation and evolution. With an exciting calendar of premium culinary events, Singapore is the launchpad for globally significant benchmarking platforms such as Asia’s 50 Best and Michelin Guide Singapore. Restaurants like Burnt Ends, Meta, and Labyrinth, as well as bars like Atlas, Sago House and Jigger and Pony, are consistently rated amongst the world’s top gastronomic experiences.
Besides sophisticated culinary experiences for your attendees, Singapore has a robust gastronomic culture and educational infrastructure that provide opportunities for unique F&B MICE events to drive further development within the sector. For instance, any professional in the wine industry can look forward to state-of-the-art wine cellars and warehouses such as Singapore Wine Vault, the headquarters of leading global wine distributors like Diageo and Corney & Barrow, and even recognised wine education programmes by Wine & Spirit Education Trust (WSET) and Society of Wine Educators in Singapore, and Advanced Sommelier and Master of Wine statuses available here.
In the retail world, the Singapore Fashion Council (SFC) champions local labels, with success stories like Martha Who and Kanzi Collection. Design Orchard, a retail showcase space and an incubator for some of Singapore's most promising talents and brands, is managed by SFC and an example of their creative cultivation efforts. Online stores that complement existing physical stores are user-centric and equipped with real-time inventories to reach larger international audiences.
With the launch of the Industry Transformation Maps (ITMs) for both the retail and food services industry, Singapore is set to become an important hub for F&B and retail players. This strategic initiative promotes industry growth, innovation, and sustainable practices, aligning with your event's focus on creating positive environmental and economic impact.
Opportunities for creating impactful events abound, especially as both sectors ramp up innovation and digital efforts to increase cost savings and customer engagement, and uplift the quality of jobs and wages. For example:
Ratio
Although robots have long been used in the F&B sector to clear trays and as baristas, cafe and lounge, Ratio, has taken this a step further by tapping on both robotics and artificial intelligence to offer made-to-order drinks in the exact ratio that one prefers.
Anthology
While many may recognise Anthology for their creative cocktails inspired by the era of Spice Trade, the bar also houses a remarkable and groundbreaking technology: Singapore’s first climate-controlled barrel cellar.
Commune
Furniture retailer, Commune, mixes 3D floor planning and virtual reality (VR) simulation to help buyers visualise their purchases.
Decathlon
Decathlon Singapore exemplifies the brand’s e-commerce integration and customer experience innovation. Customers may access its 5,000-product range online and collect orders free at any Click & Collect store within two hours. Its flagship store, Decathlon Singapore Lab, uses a Retail AI Vision System to monitor customers’ safety in the product test areas and track customers’ interest in products.
Shiseido
Shiseido Asia Pacific expanded its presence in Singapore with a new Asia Pacific Innovation Centre to develop products for Asian consumers and to train beauty professionals in the region.
Powering a Resilient Agri-Food Sphere
Singapore is building a more resilient food future with its commitment to produce 30 percent of its nutritional needs locally by 2030 and its $60 million Agri-food Cluster Transformation Fund23, driving forward-thinking and novel practices in food innovation.
This proactive approach to shaping the future of food, supported by progressive regulation and a thriving food scene, positions Singapore as a prime destination for business events seeking to leverage cutting-edge advancements and foster impactful discussions within the F&B sector. By hosting your event here, you can tap into this dynamic environment and create a lasting legacy of progress and future readiness.
This commitment to sustainable food production is clearly evidenced by the rapid growth of the sector, with developments such as salt-tolerant tilapia, climate-proof vegetables, and Temasek Rice, Singapore’s first home-grown rice capable of withstanding floods.
Leading Singapore’s innovation in novel foods and ingredients is the Singapore Institute of Food and Biotechnology Innovation (SIFBI), which was established in 2019 at the Agency for Science, Technology and Research (A*STAR). A springboard for aspiring and growing food-tech startups, SIFBI and Temasek’s Nurasa have committed to investing over S$30 million (US$22.30 million) in the Food Tech Innovation Centre (FTIC) over three years.
Singapore's regulatory environment sets it apart as a leader in approving and supporting agri-food innovations. Notably, Singapore was the first country to approve cultivated meat, with Eat Just’s chicken nuggets receiving the green light in December 2020. The Singapore Food Agency (SFA) continues to pave the way by approving products like Australia-based Vow’s cultivated quail, showcasing the country's commitment to fostering food-tech advancements. The speed of approvals in Singapore has attracted global players seeking to test and launch innovative products in the region.
Global players have also been drawn to Singapore. This includes:
Perfect Day
A US-founded alternative protein company that uses fermentation biotechnology techniques to develop and produce animal-free dairy proteins, casein and whey. In 2020, Perfect Day announced the launch of its Asian-based research and development (R&D) centre in Singapore.
Growy
Dutch agritech company Growy’s vertical farm in Changi Logistics Centre, which started production in the second half of 2023, will be able to produce up to 500 tonnes of leafy greens annually. Growy, which also owns vertical farms in the Netherlands, Germany and Kuwait, said it chose Singapore as the location for their latest farm because of the support of local government agencies.
Buhler
Swiss-based global giants, equipment manufacturer, Buhler, and manufacturer of flavours, fragrances and active cosmetic ingredients, Givaudan, set up a dedicated plant-based food innovation centre in Singapore.
Singapore is actively nurturing investment through accelerator programs such as Big Idea Ventures (BIV) and GROW. These programs support startups in piloting, test bedding, and commercializing innovative agri-food products, fostering a conducive ecosystem for growth and development. Partnerships like Pivot East, launched by GROW and Farm 491, facilitate collaborations between UK and EU agrifood tech startups, offering a pathway to expand into the Asia-Pacific market through Singapore.
Singapore emerges as an ideal launchpad for agri-food innovation, offering opportunities for collaboration with established and emerging players in the industry. Boasting global connectivity and a supportive ecosystem, Singapore is paving the way for a food-resilient future through impactful partnerships and advancements in agri-food technology.
The Merging of Design and Business
Designated as a UNESCO Creative City of Design since 2015, Singapore is home to a robust design ecosystem and deep talent pool, making it Asia’s natural choice for design-focused business events.
Furniture design and urban planning have helped Singapore make its mark at global festivals like the Venice Biennale of Architecture and Milan Design Week.
Award-winning international architects have also worked on various projects in the country. This includes Learning Hub by Thomas Heatherwick, the Interlace and DUO by Ole Scheeren and Jewel Changi Airport by Moshe Safdie.
The city's strategic commitment to creativity and sustainable urban development has created a thriving environment where design innovation and business excellence converge.
With an abundance of green and biophilic architecture like Gardens by the Bay and PARKROYAL Collection Pickering, Singapore has seamlessly integrated sustainable practices with ambitious design. These event spaces are as iconic as they are eco-friendly, making them the ideal setting for greener events.
Efforts to raise Singapore’s design profile continue. As the national agency for design, Design Singapore Council grooms new and emerging designers in the lifestyle and fashion sector. This includes creating platforms for nurturing talent such as the National Design Centre, a space for designers, businesses, students and the public to exchange ideas and attend design-focused programmes. Singapore also launched the Singapore Good Design (SG Mark) to set the benchmark for exceptional design quality that positively impacts businesses and communities in Singapore and beyond.
Testament to our unique confluence of arts, culture, enterprise, and technology, multinational corporations (MNCs) are establishing new design hubs here to tailor exclusive products for Asian markets. Among them are Philips, IBM, Procter & Gamble, Johnson & Johnson, UBS, and Electrolux.
These examples help cement Singapore’s reputation as a leader in the design sphere, making the country a natural choice for events in disciplines like architecture; furniture, interiors and design, and; fashion that aim to stay at the forefront of their industries. FIND - Design Fair Asia36 and World Architecture Festival are just two of the many that Singapore has hosted.
A Vibrant and Innovative Travel and Tourism Industry
The creativity and resilience demonstrated by Singapore’s travel players has given rise to multiple, smarter ways to travel, and, in turn, myriad case studies and experts that event organisers can tap on to craft an event that leaves a lasting impression.
Hotels
The hotels sector has long started leveraging on artificial intelligence, with Hotel Jen using robot butlers since 2017. Now, features like self-check-in kiosks, chatbots, contactless payments and digital in-room dining services are the norm. Singapore Tourism Board and Singapore Hotel Association have also launched a facial recognition tech E-Visitor Authentication System (EVA) to smoothen the check-in process at hotels including Swissotel The Stamford and Grand Park City Hall.
Experiences
From Fever’s Kayak Fishing Tours and Sentosa’s Naturalist Night Adventure to a Market to Table Culinary Tour, a plethora of unique tours and experiences await. Hotels, museums, tour operators and more are also coming together to offer bundled packages to provide one-stop services to our travellers.
MICE Events
Marina Bay Sands set up its first hybrid broadcast studio capable of projecting 3D holographic avatars onto a physical stage for a truly immersive presentation. Singapore EXPO launched FleX, a modular breakout room solution which offers spaces easily configured with different layouts to cater to hybrid events.
Airport
Changi Airport, which welcomed over 65 million visitors pre-pandemic, is the first airport to upgrade its check-in systems with fully automated, touch-free kiosks. Today, immigration lanes are fitted with biometric systems for contactless identity verification that uses iris-recognition technology instead of the traditional fingerprint scans.
A Thriving Meeting Ground for the Media and Digital Content Industries
Singapore is Asia’s digital capital and gateway to the world’s fastest growing digital economies. Its exceptional digital infrastructure, strong talent base, and robust regulatory landscape positions the city to support business events well.
The concentration of major video game and entertainment companies strengthens the city’s attractiveness and credibility for related MICE events. Companies like Ubisoft— whose Singapore studio has played a part in the globally acclaimed Assassin’s Creed franchise— as well as Lucasfilm, Tecmo-Koei, Bandai Namco, Electronic Arts are now based in the country.
The city’s advanced, future-ready digital infrastructure also makes it a prime host destination for a vibrant line-up of marquee industry events. These include the annual Singapore Media Festival, which brings together events like the Asian Academy Creative Awards (AAA), Asia TV Forum & Market (ATF), Screen Singapore, Singapore International Film Festival (SGIFF); and in 2020, the digital version of VidCon Asia, called VidCon Now. In the arena of eSports, Singapore has hosted the US$300,000 M2 World Championship and the Free Fire World Series 2021 Singapore (FFWS 2021 SG). The country is also the first Southeast Asian nation to host The International, the world’s biggest Dota 2 tournament. The city has even been the film location for movies such as “Crazy Rich Asians”, “Hitman: Agent 47” and “Equal”. More is to be expected with IMDA’s partnerships with global players like Tencent and Viacom to develop “made in Singapore” content.
For MICE events seeking networking opportunities, media attention, compelling speakers, Singapore boasts a diverse talent pool. For events within the film and creative industries, acclaimed directors like Eric Khoo (“12 stories”) and Anthony Chen (“Ilo Ilo”) offer valuable insights and recognition. And for technology and digital entertainment-focused MICE events, Singapore is home to game developers as well as eSports champions like Daryl Koh, Ho Kun Xian and Jeng Yih Wong, providing a strong audience draw and connection to a thriving industry.
Together, Singapore offers organisers an empowering blend of expertise, talent, culture, and cutting-edge digital infrastructure to seamlessly host and amplify impactful events that facilitate collaboration and knowledge exchange.