S'pore brand a winner in Myanmar

S'pore brand a winner in Myanmar

A walk down the streets of Yangon might give Singaporeans a sense of deja vu: Merlion symbols pop up here and there, as do some Singapore brands.

The Republic has established a strong reputation for its premium goods and services, and this is reflected in its having the most number of permitted enterprises in the once reclusive nation.

Since embarking on its road to reform, resource-rich Myanmar has lured many international suitors, from big corporations such as Coca-Cola to smaller enterprises such as Singapore confectionery chain Chewy Junior. Big or small, these business are bent on one thing - tapping one of the last virgin markets in the region.

International Enterprise (IE) Singapore's centre director for Yangon, Ng Cheong Yew, has urged Singapore firms to draw on the strong Singapore brand when pitching their business propositions.

"Companies should focus on Singapore's attributes that are renowned throughout the world - its reputation for high quality, on-time and reliable services," he said.

In Myanmar, Singapore-made products are usually perceived as premium, and sold at higher prices than back at home, he noted.

Chewy Junior, which sells sweet and savoury puffs, has opened its fourth outlet in Myanmar, in Yangon's 47th Street; it now has three franchise outlets in the city and another in Mandalay - all within a year of its foray into the country.

Its managing director, Kevin Ong, said: "We are basically one of the best brands there, so we stand out."

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