Jewel Changi Airport Boosts Local Offerings With New Retail Cluster Featuring the Best of Singapore Brands

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Jewel Changi Airport has launched a new retail cluster, an exciting and immersive specially designed hub for ‘Discovering the Best of Singapore Brands’, in a bid to elevate the retail experience for both jet-setters and locals. Developed in collaboration with the Singapore Tourism Board, this new venture promises an experiential shopping escapade, showcasing exclusive offerings, local craftsmanship, Singaporean heritage, and a palette of first-in-market souvenirs and merchandise. The cluster also boasts innovative food and beverage concepts from homegrown brands, solidifying Jewel’s position as a nexus for all things uniquely Singaporean.

Chief Executive Officer, Jewel Changi Airport Development, James Fong, was joined by the brand founders/ business owners and Singapore Tourism Board to officiate the launch of ‘Discovering the Best of Singapore Brands’.  From left: Mr Simon Zhao (Founder of Anthology of Compendium Spirits), Mr Tan Zhi Guang (Founder and Director of I Love SG), Mr Irvin Gunawan (Founder of IRVINS), Mr James Fong (CEO Jewel Changi Airport Development), Ms Dawn Ng (Assistant Director, Retail Experience Development Group, Singapore Tourism Board), Mr Tan Yuzhong (Founder Keong Saik Bakery), Mr Jason Soon (Founder, CEO of Kim’s Duet), Mr Gordon Ang (Founder of Kele), Mr Alvin Choo (Business Development Manager, Kwong Cheong Thye) and Mr Toshiya Tanaka (CEO Ya Kun Kaya Toast). 

A Symphony of Singaporean Brands

The new 370 square metres retail cluster stands as a testament to Singapore’s commitment to promoting local talent. Featuring a theme inspired by Jewel’s well-known indoor greenery embellished with stylish landscaping, adopting an open-concept that lines-up the brands contiguously. Positioned strategically on Jewel Level 1, near essential aviation facilities such as the Early Check-in Lounge, Changi Lounge, Baggage Storage and Tax refund stations becomes an accessible haven for travelers seeking an authentic taste of all things Singapore before takeoff.

Among the carefully curated lineup are six ‘Made with Passion’ brands, including Anthology of Compendium Spirits, IRVINS, Kele, Kim’s Duet, Kwong Cheong Thye, and Ya Kun Kaya Toast. The cluster also features favourites such as I Love SG and Keong Saik Bakery. The amalgamation of these brands enriches the retail landscape, creating a cohesive tapestry that tells the story of Singapore’s vibrant culture and entrepreneurial spirit.

Jewel’s Crown Jewel: Local Representation

The new retail cluster enables local visitors the opportunity to explore exclusive offerings thoughtfully curated by the brands, available only at this cluster. This distinctive retail concept not only enhances Jewel’s role as a showcase for the best of Singapore but also fortifies the appeal of Jewel’s shopping street in Level 1 East, presently anchored by two prominent homegrown brands.

Additionally, the cluster contributes to Jewel’s diverse array of over 120 Singaporean brands. Notably, nearly half of Jewel’s 250 retail and F&B establishments showcase these homegrown brands, marking Jewel as the hub with the most extensive representation of local brands relative to its net lettable area (NLA).

Newly opened retail cluster of eight homegrown brands at Jewel Level 1 East strengthens the current shopping street anchored by prominent local brands, offering the best of Singapore to both travellers and visitors 

Exclusive Jewel Offerings and Experiences

The eight featured brands in the cluster bring an array of exciting offerings to the table with three offer dine-in concepts. For those seeking a culinary adventure, Keong Saik Bakery offers a menu featuring a blend of traditional and modern pastries and food items, including exclusive items only available at Jewel. Meanwhile, Ya Kun Kaya Toast caters to those who crave the comfort of familiar toast sets and aromatic coffee.

Anthology of Compendium Spirits, in its second Singapore outlet, invites visitors to savour Southeast Asian-inspired cocktails, craft spirits, and bar bites, with the added option to take home cocktails in travel gift sets, exclusive to the Jewel location and nine brand-new signature cocktails will be offered. Kim’s Duet opens its flagship store, allowing visitors to explore its full product range and learn about the unique roasting method behind the distinctive bittersweet and smoky profile of Singapore Nanyang coffee.

Other notable offerings include Kwong Cheong Thye’s launch of Singapore’s first barrel-aged Soya Sauces, Kele’s premium confectionery products and travel-friendly boxes featuring signature pineapple pastries, IRVINS’ addictive snacks, and locally inspired souvenirs from I LOVE SG.

Jewel’s Resilience and Growth

In the months spanning July to October 2023, Jewel experienced a remarkable year-on-year increase in footfall, witnessing a surge of 30%. Notably, this surge represented approximately 85% of the footfall during the same period in 2019, showcasing the airport’s resilience and appeal. A significant portion of the footfall comprised tourists, with the top 10 foreign visitors hailing from Malaysia, China, the United States, India, the Netherlands, Australia, Indonesia, the Philippines, Thailand, and Hong Kong.

Special Launch Promotion: Unveiling the Best of Singapore Brands

To celebrate this retail milestone, Jewel Changi Airport is offering a special launch promotion. From now until January 31, 2024, shoppers can redeem an exclusive ‘Discovering the Best of Singapore Brands’ premium with a minimum spend of S$60 (maximum 3 same-day receipts) at any store in the retail cluster, or S$45 for Mastercard holders.

Furthermore, from December 1, 2023, to February 29, 2024, shoppers at Jewel can indulge in the newly introduced Jewel Festive Hands-Free shopping service. For a nominal fee of S$6 over a 3-hour duration, shoppers can deposit their bags (regardless of size or weight) at the Basement 1 facility next to Toys”R”Us. All that’s required is to show a receipt with a minimum spend of S$50 upon the collection of bags, allowing visitors to shop with ease and convenience. Terms and conditions apply.

Jewel Changi Airport’s ‘Discovering the Best of Singapore Brands’ retail cluster is a testament to the airport’s commitment to providing a unique and immersive experience for visitors and locals alike. By bringing together a diverse array of homegrown brands, Jewel not only fosters a sense of national pride but also cements its position as a vibrant hub that showcases the very best of Singapore.

To find out more about Jewel Changi Airport, please go to

All images credit to Jewel Changi Airport.


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  1. Greatly appreciate this article, we can look forward to shop for local brands at Jewel. Thanks!