Media

Keywords: Chinese F&B Going Global, Singapore Market Entry, Localized Operations, Steady Expansion

As “going global” becomes the new buzzword for many Chinese F&B brands, moving fast is important — but landing steadily matters even more.

A few years ago, a Chengdu-based restaurant chain had already gained a strong reputation in China with its authentic Sichuan flavors, distinctive brand culture, and loyal customer base. As its influence grew, the founders began to explore international expansion, setting their sights on Southeast Asia — particularly Singapore, known for its cultural diversity and culinary inclusiveness.

However, turning that ambition into reality proved more challenging than expected.

While Singapore offers a mature market, it also comes with detailed regulations, complex cost structures, and a very different approach to local manpower management. As first-time overseas operators, the team faced many uncertainties:Where should we open the first outlet? How high are the rents? What licenses are required? Can our chefs come along?

That’s when they turned to SIG.

At the early stage of the project, SIG didn’t rush into company registration or store opening. Instead, the team sat down with the client to thoroughly analyze their brand positioning, menu characteristics, and target customer base. Drawing on Singapore’s consumer behavior, dining hotspots, and regulatory trends, SIG designed a tailored, practical market entry plan — one that could truly be implemented.

When it came to site selection, SIG looked beyond rent. Foot traffic patterns, spending frequency, and accessibility all played a role — because SIG understood that the first store’s success would be the brand’s first report card in going global.

Ultimately, the client chose a prime location in a popular commercial district. SIG assisted in negotiating the lease terms, including rent-free periods and renovation timelines, and calculated controllable costs. With the site secured, the focus shifted to the actual “groundwork” of opening the store.

SIG supported the company with business registration, obtaining the necessary licenses, and applying for the Food Shop License (SFA). They also coordinated with designers and contractors familiar with local standards to ensure the kitchen’s drainage, ventilation, and electrical layout met Singapore’s requirements.

On the human resources side, SIG helped the company apply for Employment Passes for key management staff and chefs, provided guidance on local employee compensation structures, and offered recruitment recommendations — helping the team build an operational workforce that both understood the brand’s products and adapted well to the local market.

Thanks to the continuous efforts and collaboration between the client and SIG, the store finally opened successfully. On opening day, newly arrived customers in Singapore lined up to experience the flavors. The rich Sichuan aroma, familiar wok scents, and attentive localised service quickly earned the store a strong reputation. Within just a few months, the store achieved stable revenue and a high rate of returning customers. Encouraged by this success, the client immediately began scouting for a second location to expand their footprint.

Today, this Chengdu brand has firmly rooted itself in the Lion City, with plans to open several more outlets over the next two years, building a brand bridgehead for Southeast Asia.

This project not only marks the first step of a Chinese F&B brand going global but also highlights SIG’s professional expertise and warm support in internationalising service businesses. SIG understands that every cross-border expansion represents a new stage of brand growth. With local resources and a global perspective, SIG is committed to helping more Chinese brands go global — steadily and sustainably.