Old Names, New Hopes: Heritage Brands Seek Fresh Support Through the SG Heritage Business Scheme
SINGAPORE – A captivating collection of antiques hailing from the Ming Dynasty, including exquisitely crafted teapots and intricately designed snuff bottles, welcomes visitors to Chan Ngee on South Bridge Road. Since its establishment in 1969 by Mr. Goh Yong Chiang as a ceramics and crafts wholesaler, this establishment has remained a cornerstone of Singapore’s rich cultural fabric. Now, at the age of 88, Mr. Goh continues to operate the family business alongside his son, Mr. Goh Seng Ngee, who joined the venture in the 1990s.
Revitalizing Heritage: The SG Heritage Business Scheme
The store is among over 80 applicants vying for recognition through the SG Heritage Business Scheme, launched by the National Heritage Board (NHB) in March. This initiative aims to bolster heritage businesses that have been in operation for at least 30 years and are situated in the central area of Singapore.
Selected businesses will receive invaluable support in branding, marketing, and consultancy, alongside the privilege to display the dedicated SG Heritage Business mark across their marketing channels. Winners will be announced in the third quarter of 2025.
Mr. Goh Seng Ngee, now 50, hopes the scheme will help attract a younger clientele. Presently, the store primarily serves regular collectors and tourists, particularly those from China.
Bridging Tradition and Modernity
“Traditional businesses like ours face numerous hurdles,” Mr. Goh expresses candidly. “We contend with high operating costs, limited visibility, and struggle to keep pace with technology. It is crucial to balance the conservation of our heritage and history while evolving to remain relevant.”
Culinary Heritage: Gandhi Restaurant’s Aspirations
Similarly, Mr. Keerthi Rajendran and Mr. Karthigayan Venkatesan, co-owners of Gandhi Restaurant in Little India, are eager for the scheme’s support. Operating for over 54 years, they maintain traditional cooking practices, such as their renowned onion chicken, which requires a full day of meticulous preparation.
“I aspire for the scheme to enhance our marketing and branding strategies,” Mr. Keerthi shares. “We wish to elevate our restaurant from a humble neighborhood spot to a more upscale establishment while preserving our authentic cooking methods.”
Despite the broader labor shortages impacting all businesses, heritage institutions face unique challenges in attracting youthful talent. “If everyone chooses office jobs, what future remains for our traditional trades?” he asks.
Navigating Challenges: Embracing Youthful Innovation
The technology gap is a common struggle for heritage brands. Mr. Tong Kok Wing, director of Chop Wah On, which specializes in medicated oils and balms, acknowledges this reality. Founded in 1916 by his grandfather, he believes that the wisdom inherent in heritage brands can be complemented with the energy and innovation brought forth by the youth.
Preserving Family Legacies: Halijah Travels
Another key player hoping to benefit from the scheme is Mr. Haffidz Abdul Hamid, general manager of Halijah Travels. Established with cooperation from the Singapore Tourism Board in 1991, Halijah has been a significant contributor to Haj services since 1981.
“It is crucial to recognize haj pilgrimage as a legacy business that must evolve, yet remain rooted in faith-driven travel,” Mr. Haffidz emphasizes. Located in a restored shophouse in Kampong Glam, near the iconic Sultan Mosque, Halijah Travels embodies the historical significance of the area as a key hub for pilgrims before the 1970s.
The Impact of the SG Heritage Business Scheme
Enhancing Visibility and Legitimacy
Dr. David Ocon, an assistant professor at Singapore Management University, asserts that the SG Heritage Business Scheme promises to significantly bolster the visibility of these establishments. With the official SG Heritage Business mark, both locals and tourists will be more likely to recognize and support these businesses, reinforcing their cultural significance.
“Participation in national events and heritage platforms would provide critical exposure to smaller players,” he adds, noting that consultancy support would assist them in adapting to shifting consumer trends and the digital landscape.
Supporting the Next Generation
Associate Professor Dianna Chang from the Singapore University of Social Sciences has observed that targeted subsidies could play a pivotal role in alleviating the rental burdens faced by many heritage businesses. She advocates for supporting passionate individuals in the sector by equipping them with advanced marketing and management skills.
“Assisting heritage brands transcends mere economic support; it’s about preserving Singapore’s cultural legacy,” she asserts. “By connecting people with the nation’s history, we foster a greater sense of community.”
With a wave of hope and resilience, these heritage brands look forward to revitalization through the SG Heritage Business Scheme, ensuring that their stories, authenticity, and traditions continue to thrive in an ever-evolving landscape.
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