Our Communications Manager on What it Takes to Launch an International Brand in Singapore
Singapore is a gateway to Southeast Asia and a regional powerhouse in its own right.
According to a recent HSBC survey, 36% of international firms operating in the region plan to prioritise growth in Singapore, the highest among all ASEAN countries.
But what exactly makes Singapore so compelling? And how can brands expand here with intention?
To unpack those questions, we turned to Paul Jerusalem, Communications Manager at Accela Communications and a seasoned strategist in brand storytelling and market entry.
Paul has spent over a decade crafting narratives for businesses across tech, hospitality, sustainability, and lifestyle, working with everyone from global hotel groups and boutique cafés to major F&B players.
Today, Paul works with international names as they grow their footprint in Singapore and Southeast Asia. His expertise lies not just in launching brands, but in helping them land with meaning.
We asked Paul to answer some of the most common questions we hear from international brands considering expansion into Singapore.
Singapore: A Gateway to the World
“Singapore’s appeal goes beyond geography,” Paul says. “It’s a gateway into Southeast Asia while staying culturally and commercially connected to North America, Europe, the Middle East, and Asia. From a business standpoint, it’s a trusted bridge to multiple markets.”
What makes Singapore even more attractive is its ease of doing business. Platforms like GoBusiness and ACRA’s Bizfile, along with EntrePass and the Global Investor Programme, make starting a company accessible while maintaining compliance. Add a skilled, educated workforce and an innovation-driven economy, and it’s no wonder global brands keep arriving.
Open-Minded Consumers
Singaporeans are known to be curious, well-travelled, and open to new experiences. Singapore’s strategic position as a transit hub also means a single outlet can reach regional visitors and international tourists, amplifying brand visibility beyond local populations.
Trends in Brand Expansion
The market is diversifying. While F&B remains vibrant, sectors like healthtech, fintech, green energy, and sustainability-driven consumer products are growing fast.
Many brands are also testing smaller-format stores, mobile-first experiences, and collaborations with local chefs or creatives. “It’s a sign brands are not just showing up, but also engaging intentionally,” Paul says.
Opportunities and Risks
One often overlooked opportunity is forming local partnerships. These collaborations help brands navigate cultural nuance and build genuine resonance. The biggest risk? Assuming what works elsewhere will automatically work in Singapore. Asia is not monolithic; each market has unique tastes, regulations, and consumer expectations.
Tips for Brands Curious About Entering Singapore
Paul shares a few guiding principles for brands yet to take the plunge:
Know the market on the ground: Talk to media, tastemakers, and consumers before launch. Coffee chats and closed-door conversations reveal insights that global data often misses.
Pace your entry intentionally: Even established global names benefit from a slower, thoughtful approach.
Invest in aligned partnerships: Focus on shared values, not just aesthetics. This is where authentic engagement happens.
Stay resilient: Singapore is frictionless, but the region is dynamic and competitive. Long-term success comes from collaboration, co-innovation, and a focus on meaningful impact.
Blue Bottle Coffee exemplifies this approach, with two outlets now open in Singapore and plans for 10 more in the next two years. Thoughtful launch strategies and immersive local experiences are helping the brand thrive in the city-state. Paul highlights Blue Bottle’s measured entry - starting with a retail kiosk and exhibition rather than a flagship café.
How Accela Communications Can Help
At Accela Communications, we help global brands navigate Singapore thoughtfully. Through storytelling, media engagement, and local collaborations, we support meaningful connections and help brands find their footing in the market.
Planning your Singapore debut? Let’s talk at [email protected].
