ETC Travel Retail has inaugurated its first store at Changi Airport’s Terminal 2, aiming to introduce Singaporean food brands to international travellers. The store, located in the Transit/Departure Lounge, is part of ETC’s strategy to market local small and medium enterprises (SMEs) globally. By partnering with SME brand owners, ETC selects key products for travel retail, allowing these brands to focus on local operations whilst ETC handles international marketing.
ETC, which stands for Engage, Transform, Connect, is the brainchild of Edmond Wong, a London-born Singaporean and former Chartered Accountant. Wong’s vision for ETC was inspired by his own travel experiences and the lack of Singaporean products available at airports. “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, and to bring truly great Singapore brands international is my dream,” Wong stated.
The Terminal 2 store is set to open in mid-March 2025, with a Terminal 1 outlet following in July 2025. These stores will be accessible to departing passengers, whilst non-travellers can find ETC products at Marina Square and a kiosk in Jewel, opening in May. Additionally, ETC’s products are available online through platforms like Shopee Mall and Lazada Mall.
ETC’s initiative not only boosts the visibility of Singaporean brands but also provides insights into international market preferences, paving the way for smoother global expansion for local SMEs.
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