In a groundbreaking event, 10 Singaporean food brands debut in Saudi Arabia, offering a unique fusion of culinary traditions and innovation at the Saudi-Singapore Gastronomy Event 2024.

SINGAPORE, 18 December 2024 – A momentous culinary collaboration between Singapore and Saudi Arabia unfolded with the launch of the inaugural Saudi-Singapore Gastronomy 2024, hosted by the Singapore Food Manufacturers’ Association (SFMA) and LuLu Hypermarket. The event marked a significant milestone as 10 premier Singaporean food brands were introduced to the Saudi market, offering authentic flavours from Singapore to consumers in Riyadh, Jeddah, and Dammam. These products were showcased in 12 LuLu Hypermarket stores, as part of the event’s ambition to bridge cultures through gastronomy and retail innovation.

As a first-of-its-kind collaboration between Singapore and Saudi Arabia, this initiative harmonizes retail innovation, sustainability, and cultural exchange. The event aligns with Saudi Arabia’s Vision 2030, fostering modernization in the retail sector while offering significant growth opportunities for Singaporean brands in the Middle East. The event was inaugurated at LuLu Hypermarket’s Atyaf Mall branch in Riyadh and graced by the Honourable H.E. Premjith Sadasivan, Singapore’s Ambassador to Saudi Arabia. His presence underscored the strong bilateral ties between the two nations and the significance of this milestone partnership.

A Platform for Growth and Innovation
Jimmy Soh, Life Honorary President and Deputy President of SFMA, highlighted the immense market potential in the Middle East saying, “There is a huge demand for Asian-flavored Islamic-certified food in the Middle East market, presenting a prime opportunity for Singaporean manufacturers to grow their business exponentially.”

Gracing the occasion, the Ambassador of the Republic of Singapore to the Kingdom of Saudi Arabia Mr S Premjith said, “Singapore and Saudi Arabia elevated our relations to a Strategic Partnership just last year, and in January 2024, Singapore’s Minister for Social and Family Development Masagos Zulkifli blazed a culinary trail by bringing a Singapore food business delegation to Riyadh. He added a slice of Singapore cuisine to Saudi Arabia’s vibrant food culture, enhancing trade and friendship between our two countries. I am delighted that more than 30 Singapore food products are now available in Saudi Arabia, enabling Saudis to enjoy a little taste of Singapore.”

Event Highlights

  • Tech-Infused Retail: Our Robots greeted H.E. Premjith Sadasivan (Ambassador of the Republic of Singapore) and brought him through our Saudi-Singapore Gastronomy Tour. A robotic character of Digital Tonya, Founder of World Future Enterprises gives an introduction to the tour showcasing a forward-thinking approach to retail.
  • Showcase of Singaporean Brands: Ten leading brands – Pere Ocean, Chilli Brand, Double Elephant Brand, Fred & Chloe, Jungle Kitchen, Chef Justin Quek’s, MindoFoods, Oatbedient, Quay Wholefoods, and RÓA – made their debut in Saudi Arabia, setting the stage for further market expansion.
  • Live Tasting Session by 4 Brands :
    one celebrity chef (Justin Quek), one vegan bakery chef (Jane Tan), and two plant-based chefs (Surekha and Mieke) prepared a wholesome menu inspired by their products to serve our guests.
  • Pioneering Cultural Exchange: This event establishes a foundation for long-term collaborations between Singapore and Saudi Arabia, bridging cultures through gastronomy and innovation.

Ms. Tonya Tan, the founder of World Future Enterprises recalls, “What began earlier this year as a visionary plan with Lulu Hypermarket—to harmonize retail through smart technology and sustainability—received enthusiastic support from Mr Shehim Mohamed, Director of LuLu Group International, Kingdom of Saudi Arabia (KSA), and Mr Vance Haddow, Regional Operations of LuLu Group International, Riyadh (KSA). Today, it has become a remarkable reality. This collaboration exemplifies the power of vision, persistence, and partnership. The Saudi-Singapore Gastronomy event stands as a testament to our shared commitment to transforming ideas into impactful initiatives, culminating in the signing of an MOU that paves the way for deeper cultural and commercial ties between our companies.”

Forging Ahead to Shape the Future of Retail
The success of Saudi-Singapore Gastronomy will open the doors for future collaborations promoting cross-cultural appreciation, innovation, and gastronomy. As Singaporean brands established their presence in Saudi Arabia, we look forward to bringing more brands into the Saudi market, creating more opportunities for shared growth and technological progress.

About Our Participating Brands
Here are the Singaporean brands participating in the Saudi-Singapore Gastronomy event:

To learn more about WFE, click here.

Source: World Future Enterprises