21 Singaporean Brands That Have Gone Global

For a country whose nickname is the “little red dot”, it’s a matter of national pride that there are some brands whose impact on the international arena is, well, far from little. From fashion to hotels and health and wellness, here are 21 Singaporean brands whose success have gone beyond the shores of our nation.

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1. Singapore Airlines

Singapore Airlines has always been known for exceptional service and the iconic sarong kebaya uniform, among other things. In 2024, the Singaporean airline won multiple accolades and held its place as one of the best airlines globally, including World’s Best Cabin Staff, World’s Best First Class Cabin, and Best Airline in Asia, under the Skytrax World Airline Awards.

2. Banyan Tree

Inspired by the banyan tree and its history of being a shelter and sanctuary for travellers in Asian villages, the Banyan Tree group was founded by Ho Kwon Ping and Claire Chiang in 1994. The chain now manages luxurious hotels, resorts and spas across Asia, Mexico, and the Middle East; and will be launching its first safari resort, Ubuyu, A Banyan Tree Escape, in East Africa come late 2025.

3. CHARLES & KEITH

Established in 1996 by Singapore-born entrepreneurs Charles and Keith Wong, the brand’s first-ever retail store opened in Amara Shopping Centre. Now, Charles & Keith is nearly everywhere—with stores from Singapore to Japan and even Mexico, the fashion brand, best known for its extensive shoe selection, has no doubt put Singapore on the map.

Related article: 8 Singapore Shoe Brands To Know And Shop Now

4. OSIM

Its ambassadors include megastars like Hyun Bin, Lee Min Ho and Andy Lau, but OSIM was started right here on our shores. OSIM’s name is based on the surname of its founder Ron Sim, with an extra “O” in the front to signify the globe and its global outlook. OSIM massage chairs are available in 410 stores across Asia, Oceania, the Middle East, Europe and North America, in prime spots such as Times Square in Hong Kong, Lotte World in South Korea, and Changi Airport in Singapore.

5. Love, Bonito

Three friends, Rachel Lim, Viola and Velda Tan, created BonitoChico in 2005, a second-hand clothing blog shop. Now led by co-founder Rachel Lim and current CEO Dione Song and known as Love, Bonito, the clothing brand has you covered for everything from office to brunch-ready attire. With seven stores in Singapore and 19 stores across Malaysia, Indonesia, Cambodia, and Hong Kong, as well as being included on The BoF 500 list, Love, Bonito is no doubt steadily making its way into the international market.

Related article: Small Nation, Big Style: How Singaporean Brands Are Making Their Stamp Globally

6. Como Hotels and Resorts

Retail tycoon and hotelier Christina Ong’s Como Hotels and Resorts has a presence in key spots around the world, including but not limited to Indonesia, Italy, the Maldives, and the United Kingom. Fun fact: though the company is Singapore-based, COMO started with its first location, not in Singapore, but in London. The first Como Hotel in Singapore was only opened in 2023, in Orchard.

7. Club21

Part of Christina Ong’s retail empire, Club21 has been around since 1972, and has been introducing foreign brands to the Singapore fashion market since its first boutique opened in Tanglin Shopping Centre. Besides being in Singapore, Club21 is also in Malaysia and Thailand.

8. TWG Tea

Luxury in a cup? That’s TWG Tea for you. The tea house with over a thousand different varieties of tea and one-of-a-kind yellow aesthetic image was first set up in 2008 in Singapore. Besides tea, TWG offers a selection of tea accessories, patisseries, and dishes. The brand is internationally recognised and has locations in Japan, United Kingdom, France, and United Arab Emirates, among others.

Related article: Eight Singaporean Food Brands That Have Gone Viral Overseas

9. Secret Lab

At first it was for the gamers, now it’s for everyone who spends hours at their desk. Secretlab was birthed from the need of two gamers, Ian Ang and Alaric Choo, who wanted the perfect chair for their gaming needs. After working with UX specialists, engineers, and material scientists, the pair launched an array of chairs that are both functional, comfortable, and aesthetically pleasing. The brand is now recognised in major markets such as in Asia, Canada, the US, and Europe.

10. Strip

Cynthia Chua, founder of the Spa Esprit Group, started Strip in 2002, at a time when waxing was still considered taboo—and changed the way that hair removal was seen and discussed here in Singapore. Now, whether in Mumbai, Shanghai, or any of the 12 countries it has locations in worldwide, the brand stands by its “HSQ” mantra, which refers to hygiene, speed, and quality.

11. Browhaus

Another beauty chain in Chua’s empire, Browhaus is synonymous in Singapore with brow shaping and embroidery services. With branches in 10 cities across Asia, the UK and the USA, you can count on Browhaus for your facial grooming needs.

12. Axe Brand

One of the more well-known medicated oils around, Axe Brand is the go-to for many and can be found in most major pharmacies and supermarkets in Singapore. Though founded by Leung Yun Chee in Singapore, the recipe came from a German physician called Dr. Schmeidler back in 1928. Now, the company has expanded overseas, and the proof is in the packaging, which saw itself being translated into Arabic, Cambodian, French, Greek, Indonesian, Italian, Spanish, Sri Lankan, Swahili, Thai and Vietnamese.

13. Eu Yan Sang

The term “Yan Sang” in Chinese translates to “caring for mankind”, and in line with their name, the health and wellness brand is in the business of Chinese medicine and herbs. Though having started in Malaysia, the Eu Yan Sang headquarters was moved to Singapore in 1910 and was listed in 1973 on the Singapore Stock Exchange. Eu Yan Sang has a plethora of stores in Malaysia and Singapore, and also distributes to Hong Kong and China.

14. Ya Kun Kaya Toast

This breakfast spot needs no introduction. Ya Kun Kaya Toast serves the all-too-familiar Singaporean breakfast—kaya toast with a side of soft boiled eggs, and a drink of choice. From a modest coffee stall at Telok Ayer Basin in the 1940s, Ya Kun has grown immensely and now has franchises overseas in countries such as Indonesia, Japan, and more.

15. Bee Cheng Hiang

With a total of 367 outlets around Asia, Bee Cheng Hiang sells freshly barbecued meat, also called bakkwa. The company handcrafts its bakkwa using traditional bamboo sieves, while staying away from MSG and added preservatives—an ode to street hawker Teo Swee Ee’s freshly barbecued meat on the streets of Chinatown back in 1933.

16. Old Chang Kee

A quick fix for when you’re hungry but don’t want to have a full meal yet, or simply a delightful snack, Old Chang Kee is the go-to for many Singaporeans thanks to its 74 outlets across Singapore. The brand started in 1956 in a small coffee shop, and was known for its curry puff, which is still popular till this day. Old Chang Kee also has outlets in Australia, Malaysia, Indonesia, and the United Kingdom.

17. BreadTalk

With 40 stores across Singapore, it’s no wonder BreadTalk is quite lilterally a staple in most Singaporean’s lives. The local bakery has made its way to Myanmar, Thailand and Vietnam with its iconic floss bun and other baked goods.

18. Killiney

Killiney has 36 stores in Singapore, one in Malaysia, four in Australia, and another one to come in USA. It’s a trademark eatery for Singaporeans and a taste for home for the Singaporeans overseas. The store was first established as Kheng Hoe Heng Coffeeshop in 1919 by the Hainanese Foo family, but was bought over and rebranded to become Killiney in 1992 by Woon Teck Seng, a Hainanese man who wanted to preserve his culture in food.

19. Benjamin Barker

Founded in 2009 by Nelson Yap, Benjamin Barker specialises in slim-fit suits crafted from European fabrics and Japanese-inspired tailoring suited to fit the proportions of Asian physiques. Starting from a shop located at Marina Square, the brand now has over a dozen outlets across Singapore; and expanded to countries such as Australia, Malaysia, Vietnam, Cambodia, and the Philippines, with a total of 19 stores worldwide.

20. Aupen

Aupen was founded in 2022 by former national swimmer and model Nicholas Tan. Aupen’s signature sculptural, asymmetrical bags were initially crafted in Singapore and made from vegan leather but pivoted to calfskin in early 2024. The brand pivoted again in July 2024, following its entry into a partnership with LVMH Metiers d’Art, which led to production being relocated to France. To say that it has a star-studded clientele would be an understatement. Aupen’s bags have been spotted on the likes of Beyoncé, Madonna, Taylor Swift, Charli XCX, Kylie Jenner, Selena Gomez and more.

21. Razer

Razer Inc. is a leading gaming lifestyle and hardware brand co-founded in 2005 by Singaporean entrepreneur Tan Min-Liang and American businessman Robert Brakoff. The brand specialises in high-performance gaming peripherals like laptops, headphones,mouses and software, as well as fintech services like Razer Gold and Razer Pay.