Swee Choon Tim Sum, Toko Aljunied among 42 local brands recognised as SG Heritage Businesses

SINGAPORE – From century-old restaurants to family-run craft shops, 42 longstanding local businesses have been recognised under a new heritage business scheme which will offer marketing and other support to enhance their visibility and sustain their legacies.

The SG Heritage Business Scheme will give these businesses branding support through a heritage mark they can display on their shopfronts, and include them in a directory on the National Heritage Board’s (NHB) heritage portal.

The brands under the scheme will participate in heritage events to widen their reach, and be given business consultancy services.

Acting Minister for Culture, Community and Youth David Neo said these enterprises play an important role in building Singapore as a nation with a sense of identity, connecting generations and anchoring Singaporeans to their roots.

Speaking at the inaugural SG Heritage Business Scheme award ceremony at Capitol Theatre on Oct 9, Mr Neo said: “They are keepers of crafts and skills, transmitting and promoting these traditions across generations. They serve as cultural touchstones, and allow visitors from all over the world to experience a part of our unique culture.”

The 42 businesses awarded were selected from more than 80 applicants evaluated by the NHB and a panel appointed by it.

To qualify for the new

SG Heritage Business Scheme,

a home-grown brand must be registered in Singapore and in operation here for at least 30 years.

It must also be located within Singapore’s central area – in Chinatown, Kampong Gelam, Little India, the Civic District, Bras Basah, Bugis or Orchard.

The selected businesses have three crucial qualities, said Mr Neo.

First, they demonstrate exceptional commitment to preserving Singapore’s heritage. These businesses maintain traditions, actively document their knowledge, and pass it on to younger generations.

For example, Spring Court Restaurant in Chinatown showcases images or artefacts that honour the restaurant’s legacy. A trip to Spring Court allows visitors to find out more about the history of Chinatown, Chinese cuisine and Singapore.

Second, the SG heritage businesses contribute significantly to their communities as part of the Republic’s efforts to be a “we first” society.

The Aljunied family behind Toko Aljunied, known for its quality batik and tailored garments like kebaya and sarong, contributes actively to the Kampong Gelam and Arab communities through involvement with the Arab Association of Singapore, the Kawan Kebaya community network, and donations to several educational funds.

Third, these businesses demonstrate a remarkable commitment to innovation and sustainability while honouring their heritage.

Stylemart Bridal Collection in Selegie Road has evolved from tailoring for British clients in the 1950s to providing multi-ethnic bridal and heritage wear.

The owner, Ms Kavita Thulasidas, has explored new consumer segments and ventured into e-commerce to expand the business and its impact on preserving local heritage.

Mr Neo said: “This is just the beginning of our efforts to support heritage businesses. While the pilot is scoped to businesses in the central area, we are committed to exploring how we can recognise and support more businesses over time.”

Speaking to The Straits Times, Ms Melissa Tan, NHB’s director (heritage policy and research), said the board has already started working with the awardees on providing marketing and branding support.

They will receive a marketing toolkit with the SG Heritage Business mark, which was launched on Oct 9, for publicity purposes.

They will also be featured in social media posts on NHB’s channels, and get other marketing tools such as pull-up banners and pamphlets to be displayed or given to customers at their stores.

In addition, NHB is developing an online register of designated businesses, which can be used to promote the businesses to a local and international audience.

All businesses will also receive consultancy support to understand their specific needs and address any identified gaps.

They may also be featured in NHB’s programmes such as Singapore HeritageFest to widen their reach to both Singaporeans and international visitors.

“Businesses that were not awarded may re-apply for future cycles,” Ms Tan said. “Our long-term aim is for the SG Heritage Business Scheme to grow into a nationwide effort that recognises and uplifts heritage businesses across Singapore.”

Heritage businesses can also make use of the Organisation Transformation Grant, which helps them transform and innovate for their sustainability and long-term viability. They may tap the SG Culture Pass by developing programmes for Singaporeans to appreciate the historical and cultural significance of their offerings.

Mr Neo said the

Inter-Agency Task Force for Heritage Businesses, Traditional Activities and Cultural Life

will also continue to bring together key agencies, community partners and heritage businesses to grow and sustain businesses and activities to ensure the vibrancy of Singapore’s heritage areas.

“But what’s most important is for Singaporeans to continue to support our heritage business,” he added. “With everyone’s support, future generations can continue to experience the diversity and richness of our cultural heritage through these businesses.”

One of the SG heritage businesses is Swee Choon Tim Sum Restaurant, which has been serving dim sum since 1962. It has six branches today, including its flagship restaurant in Jalan Besar.

Mr Ernest Ting, 34, Swee Choon’s third-generation owner and director, said: “To me, being part of the scheme is more than a title. It’s about cementing our story as a small but meaningful piece of Singapore’s history.”

He hopes the business will live on as part of Singapore’s collective memory.

“It reminds us that we are now the custodians of something larger than ourselves – a living legacy that continues to connect people through food, family and shared memories.”