Singapore market entry checklist

This page provides recommended market entry steps into Singapore.

Step 1: Assess your export readiness

Analyse your current operations, based on your domestic activities, and look at whether you’re as optimised as you can be. From here, dedicate resources to capability development, upskilling yourself and your business in export fundamentals.

Step 2: Determine Singapore market access regulations, import requirements and brand protection

Consider working alongside an entry market agent or advisor on import regulations for the product lines you’re wanting to test the market with, followed by a review of your specific ingredients. It is also very important to commence Trademark registrations for your brand to limit in-market brand risks.

Step 3: Understand labelling, product and nutrition claims

Depending on your sales channel, you will need to develop specific labels (or label sleeves), confirm whether your product and nutrition claims can be used in-market and register your brand, as well as products, with the Singapore Food Agency (SFA).

Step 4: Develop your market entry and channel optimisation plan

Development of a Market Entry Plan will enable your organisation to better target opportunities, prioritise activities and frame financial budgets. You should also consider specific market channels for your products, whether it be traditional “bricks and mortar” retail, food services, eCommerce (including cross-border) or a combination.

Your plan should take into consideration an appropriate engagement strategy using a mix of in-market events, promotions and appointments with subject matter experts to maximise traction.

Step 5: Engage with Global Victoria

The Global Victoria team is the State Government of Victoria’s trade facilitation agency and gateway to global economies and communities. Global Victoria consists of a diverse group of dedicated trade specialists that are in-market, well connected and ready to help your business reach its potential in international markets

Step 6: Promote, trial and test your products at Food & Hotel Asia and bespoke in-market events

Food & Hotel Asia (FHA) is the largest food trade show in South-East Asia. It offers an opportunity to showcase products across broad supply channels in multiple markets. In 2023 there were 2000 exhibitors and more than 50,000 attendees from around 100 countries, showcasing numerous wide-ranging food & drink products and innovations that are trending across the globe. More than 70 per cent of exhibitors are made up of direct manufacturers and as many as 15 per cent are expected to use this platform as a launch pad for new-to-market innovations.

FHA provides suppliers valuable access to quality buyers including distributors, importers, manufacturers and retailers. Attendees will also gain valuable insights into developments and future trends of the food & beverage industry.

Step 7: Intellectual property and trademark enforcement

Singapore provides one the most robust legal regimes for the protection of intellectual property rights. The World Economic Forum’s Global Competitiveness Report 2019 ranked Singapore second in the world and first in Asia for its IP protection framework. Some of the leading IP-focused companies of the world have selected Singapore as their preferred location for R&D due to these protections.

Agriculture Victoria encourages you to still be diligent and undertake appropriate research into securing your intellectual property to minimise any in-market risks.

Step 8: Continue building your in-market network and be present

Once you’ve confirmed your intentions to proceed with your export programme, it is imperative you dedicate sufficient time and financial resources to build your professional network to maximise in-market opportunities.

Regular communication and engagement with existing suppliers, as well as potential new ones, supports long-term relationships and overall benefits to your brand.

Inbound and outbound missions hosted by Austrade, Global Victoria and Agriculture Victoria are also another great way of expanding your networks.