Chief Executive Officer, Jewel Changi Airport Development, James Fong, was joined by the brand founders/ business owners and Singapore Tourism Board to officiate the launch of ‘Discovering the Best of Singapore Brands’. From left: Mr Simon Zhao (Founder of Anthology of Compendium Spirits), Mr Tan Zhi Guang (Founder and Director of I Love SG), Mr Irvin Gunawan (Founder of IRVINS), Mr James Fong (CEO Jewel Changi Airport Development), Ms Dawn Ng (Assistant Director, Retail, Experience Development Group, Singapore Tourism Board), Mr Tan Yuzhong (Founder Keong Saik Bakery), Mr Jason Soon (Founder, CEO of Kim’s Duet), Mr Gordon Ang (Founder of Kele), Mr Alvin Choo (Business Development Manager, Kwong Cheong Thye) and Mr Toshiya Tanaka (CEO Ya Kun Kaya Toast).

‘Discovering the Best of Singapore Brands’

Jewel Changi Airport, renowned for its world-class amenities and retail offerings, has introduced an enticing retail cluster dedicated to ‘Discovering the Best of Singapore Brands.’ This initiative, in collaboration with the Singapore Tourism Board, aims to provide an immersive shopping experience for both travellers and local visitors, highlighting Singapore’s rich heritage, craftsmanship, and innovative F&B concepts.

The newly opened 370-square-meter retail cluster, located on Jewel Level 1 East, features eight homegrown brands seamlessly integrated into a single space. The cluster is adorned with stylish landscaping, taking inspiration from Jewel’s iconic indoor greenery, creating an open-concept shopping haven. Positioned near aviation facilities such as the Early Check-in Lounge, Changi Lounge, Baggage Storage, and Tax Refund stations, this strategic location ensures convenient access for travellers to explore and savour the best of Singapore.

Distinguished brands included in the cluster are Anthology of Compendium Spirits, IRVINS, Kele, Kim’s Duet, Kwong Cheong Thye, Ya Kun Kaya Toast, I Love SG, and Keong Saik Bakery. These brands have collectively contributed to strengthening Jewel’s shopping street, creating a unique retail concept that adds to the airport’s extensive lineup of more than 120 Singapore brands.

The official launch of ‘Discovering the Best of Singapore Brands’ was officiated by James Fong, CEO of Jewel Changi Airport Development, alongside brand founders and representatives from the Singapore Tourism Board. The partnership underscores Jewel’s commitment to promoting local brands with unique value propositions, aligning with the airport’s vision of being a global meeting point where the world meets Singapore, and Singapore meets the world.

Speaking at the launch, James Fong expressed his confidence that Singaporean brands will continue to inject vibrancy into Jewel’s retail landscape, enriching the experiences of both local and international visitors. The opening of this retail cluster is timely, anticipating a full travel recovery to pre-Covid levels in 2024.

For the period from July to October 2023, Jewel experienced a year-on-year increase of 30% in footfall, representing about 85% of the same period in 2019. Tourists accounted for 30% of the total footfall, with top foreign visitors from Malaysia, China, the United States, India, the Netherlands, Australia, Indonesia, the Philippines, Thailand, and Hong Kong.

Exciting Jewel-Exclusives and Offerings

Among the eight brands, three offer dine-in concepts, adding a gastronomic dimension to the shopping experience. Keong Saik Bakery introduces traditional and modern pastries and food items, with exclusive offerings available only at Jewel. Ya Kun Kaya Toast, a familiar favourite, serves its classic toast sets and coffee. Anthology of Compendium Spirits, with its second outlet in Singapore, offers Southeast Asian-inspired cocktails, craft spirits, and bar bites, complemented by travel gift sets exclusive to the Jewel outlet.

Kim’s Duet, known for its Nanyang coffee with a unique bittersweet and smoky profile, debuts its flagship store at Jewel, providing visitors with an opportunity to explore its full product range. Kwong Cheong Thye launches Singapore’s very first barrel-aged Soya Sauces, adding a unique touch to its premium offerings. Kele presents premium confectionery products and travel-friendly boxes, featuring its signature pineapple pastries. IRVINS introduces its addictive snacks, and I Love SG showcases local souvenirs.

Special Launch Promotion

To celebrate the launch, shoppers can enjoy an exclusive ‘Discovering the Best of Singapore Brands’ premium with a minimum spend of S$60 at any store in the retail cluster or S$45 for Mastercard holders. This promotion is valid until 31 January 2024.

Additionally, from 1 December 2023 to 29 February 2024, shoppers at Jewel can take advantage of the newly introduced Jewel Festive Hands-Free shopping service. For a nominal fee of S$6 over a 3-hour duration, shoppers can deposit their bags, regardless of size or weight, at the Basement 1 facility, next to Toys”R”Us. To avail this service, customers need to show a receipt with a minimum spend of S$50 upon bag collection.

The ‘Discovering the Best of Singapore Brands’ retail cluster at Jewel Changi Airport adds a new dimension to the shopping experience, combining local charm with global appeal, making it a must-visit destination for both travellers and locals alike.