ETC Travel Retail is set to open its first outlets at Changi Airport, offering a unique platform for Singaporean food brands to reach international tourists. The brand consolidator, ETC, has won the airport tender to establish retail outlets that will promote local food products to a global audience. The first store in Terminal 2 will open in mid-March 2025, followed by another in Terminal 1 in July 2025.
ETC, which stands for Engage, Transform, Connect, aims to elevate the profiles of Singaporean brands by providing them with an international marketing opportunity. Founder and CEO Edmond Wong, a London-born Singaporean, was inspired to create ETC after noticing the lack of Singaporean products available at Changi Airport for travellers. “When I started working with local brands for ETC, I also noticed there was a possibility to truly bring Singapore products to the international market through the ETC concept,” Wong stated.
The outlets will feature a range of products that are compact, lightweight, and perfect for travel, making them ideal souvenirs. All products are made with premium ingredients, free from preservatives, and contain no pork or lard. In addition to the airport locations, ETC products will be available at Marina Square, a kiosk in Jewel, and online platforms such as Shopee Mall and Lazada Mall.
ETC’s initiative not only provides a new revenue stream for local brands but also offers them insights into international market preferences, preparing them for future global expansion. The company plans to expand its presence to other regional and international airports, aiming to become known as the “Singapore Store” for the best local products.
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