In Singapore, a city-state known for its cosmopolitan culture and high standards, Chinese brands are making a significant impact. Once perceived as cheap and functional, Chinese brands are now seen as cool, modern, and emotionally in tune with what young consumers want. BYD, a Chinese electric vehicle giant, has become a top seller in Singapore, with its sleek cars and innovative marketing strategies capturing the attention of the middle class.
The BYD showroom on Robinson Road is a testament to the brand’s success. Inside, sleek electric cars gleam under bright white lights as young professionals drift through the space. The brand’s lifestyle ventures, including a restaurant and cafe, have also become popular spots for socializing and relaxation.
Many Chinese brands have made significant inroads in Singapore, shaping how locals work, rest, and play. From tea chain Chagee to toymaker Pop Mart and electronics maker Xiaomi, Chinese brands are now perceived as desirable and aspirational. According to Momentum Works, a research firm, Singapore and Malaysia had the biggest concentration of Chinese food and beverage brands in Southeast Asia last year.
Healthcare worker Thahirah Silva, 28, said she used to be wary of the “Made in China” label but shifted her perspective after visiting China last year. “They’re very self-sufficient. They have their own products and don’t need to rely on international brands, and the quality was surprisingly reliable,” Silva said. She now regularly samples Chinese food brands, often after seeing them take off on social media.
Samer Elhajjar, senior lecturer at the marketing department of the National University of Singapore’s Business School, said Chinese brands have been able to succeed in Singapore with a bold, creative approach to innovation that appeals to local sensibilities. “Many of these brands are now perceived as cool, modern and emotionally in tune with what young consumers want. They feel local and global at the same time,” Elhajjar said.
Doris Ho, who led a brand consultancy in Greater China, said Chinese brands have mastered the art of innovation, often coming up with surprising and creative solutions. “When they innovate, they don’t follow the same lines you’d expect. It’s their way of looking at something and coming out with a completely surprising answer,” Ho said.
Singapore is an attractive testbed for Chinese brands looking to expand overseas. The city-state’s compact, ethically diverse, and globally connected market makes it an ideal location for testing new products and strategies. According to Alan Chong, senior fellow at the S Rajaratnam School of International Studies, Singapore’s government has actively courted Chinese firms amid uncertainty from US President Donald Trump’s trade policies.
The rise of Chinese brands in Singapore has coincided with the city-state’s growing reliance on China’s economy. China has been Singapore’s largest trading partner since 2013, with bilateral trade in goods reaching $170.2 billion last year.
While the success of Chinese brands in Singapore has been notable, it has not been without challenges. Some Singapore residents have felt alienated by stores that operate mainly in Mandarin Chinese, and there have been concerns about homegrown brands being priced out of the market.
Despite these challenges, many residents in Singapore see the growing presence of Chinese brands as a natural part of daily life. Ly Nguyen, a 29-year-old Vietnamese migrant working in tech sales, said she started collecting Labubu, the globally popular gremlin-like toys created by Pop Mart, after being captivated by their “ugly but fun” aesthetic.
The popularity of Labubu dolls points to a generational shift in how Chinese cultural exports are viewed. “The more familiar people become with these brands, the more likely younger generations will have a new, much more favourable perception towards China as a cultural power,” Nguyen said.