SINGAPORE. Leisure, retail and dining complex Jewel Changi Airport (Jewel) has unveiled a new retail cluster built around Singapore brands, in partnership with Singapore Tourism Board.
The offer, which spans 370sq m, brings to life local craftsmanship and Singapore’s heritage, first-in-market souvenirs and merchandise, as well as innovative food & beverage concepts by homegrown brands under the slogan ‘Discovering the Best of Singapore Brands’.
Brands include Anthology of Compendium Spirits, IRVINS, Kele, Kim’s Duet, Kwong Cheong Thye and Ya Kun Kaya Toast, as well as I Love SG and Keong Saik Bakery – all integrated into a single, collective space.
Featuring a theme inspired by Jewel’s indoor greenery, the retail cluster is embellished with its own landscaping and adopts an open concept that lines up the brands contiguously.
The cluster is prominently situated on Jewel Level 1, near the aviation facilities such as the Early Check-in Lounge, Changi Lounge, Baggage Storage and Tax Refund stations.
Local visitors can also discover new offerings that have been curated by the brands and are only available at this new retail cluster. Changi Airport Group (CAG) said the retail concept “augments Jewel’s proposition as a window to the best of Singapore and strengthens Jewel’s shopping street in Level 1 East, which is currently anchored by prominent homegrown brands”.
The Jewel lineup features more than 120 Singapore brands, out of a total retail and F&B mix of 250 outlets.
Among the eight brands, three offer dine-in concepts. Keong Saik Bakery’s menu includes both traditional and modern pastries and food items, as well as new additions only available at Jewel, while Ya Kun Kaya Toast serves its familiar toast sets and coffee.
At Anthology of Compendium Spirits, its second outlet in Singapore, visitors can sample Southeast Asian-inspired cocktails, craft spirits and bar bites, and bring home cocktails to go with its travel gift sets. Exclusively at its Jewel outlet, nine brand-new signature cocktails are offered.
Kim’s Duet will debut its flagship store where visitors can shop its full product range while learning about the roasting method that gives the Singapore Nanyang coffee its bittersweet and smoky profile. Known for its single-serve local steep coffee and tea, Kim’s Duet offers exclusive sets for gifting.
More gifting options are available at Kwong Cheong Thye, with its launch of Singapore’s first barrel-aged soya sauces; Kele, with its premium confectionery products and travel-friendly boxes consisting of its signature pineapple pastries; IRVINS’ snacks as well as local souvenirs from I LOVE SG.
Speaking at the official launch today, Jewel Changi Airport Development CEO James Fong said, “Fostering the growth of local brands with unique value propositions is in line with Jewel’s vision of the ‘World Meets Singapore and Singapore Meets the World’.
“Since opening in 2019, Jewel has been a choice launch pad for many homegrown brands and representation of homegrown brands has grown to about 50% of today’s total tenant mix. As international borders reopened, the presence of these brands was warmly welcomed by our overseas visitors.
“We are confident that Singaporean brands will continue to inject vibrancy into Jewel’s retail landscape for both local and foreign visitors. The opening of this new ‘Discovering Best of Singapore Brands’ retail cluster is well-timed, in anticipation of full travel recovery to pre-Covid levels in 2024. We express our gratitude to the eight new brands for choosing Jewel as their business home, contributing to the expansion of our local offerings and enhancing the overall retail and dining experiences for Jewel visitors.”
For the months from July to October 2023, Jewel saw a year-on-year +30% increase in footfall, representing about 85% of the same period in 2019. Tourists make up 30% of the total footfall with the top ten foreign visitors from Malaysia, China, US, India, Netherlands, Australia, Indonesia, Philippines, Thailand and Hong Kong.
From today until 31 January 2024, shoppers can redeem an exclusive ‘Discovering the Best of Singapore Brands’ premium with a minimum spend of S$60 (maximum three same-day receipts) at any store in the retail cluster or S$45 for Mastercard holders. ✈
