You’ve seen them at malls, ordered from them online, or queued up for them at hawker centres – but did you know these F&B brands were born right here in Singapore?
As Singapore celebrates 60 years of nationhood, SAFRA’s SG60 Food Galore shines a spotlight on the homegrown food and beverage brands that have shaped our culinary landscape. While some names – like your favourite chicken rice stall or that kaya toast from the kopitiam – are unmistakably local, others have grown so big or look so polished that we tend to mistake them for international chains.
That’s the beauty of the SG food scene: humble beginnings can lead to household names, and homegrown passion can create world-class flavours. From Michelin-starred Chinese restaurants to trendsetting desserts, these brands have built their reputation plate by plate – right here on Singapore soil.
Chocolate Origin
Think it’s European? You’d be forgiven for thinking these rich, velvety chocolate cakes came straight out of a Parisian patisserie. But the indulgent dessert chain Chocolate Origin was founded right here by two Singaporean brothers who set out to make premium desserts without the imported price tag. Their lava cakes and rich chocolate ganache have gained a cult following locally (and on Instagram). Lava cake, anyone?
Boon Tong Kee
Yes, the silky white chicken rice icon is as Singaporean as it gets. Synonymous with chicken rice excellence, Boon Tong Kee is often assumed to be a regional franchise. In truth, it started as a humble stall along Balestier Road in 1979, growing into one of Singapore’s most beloved comfort food brands. From a small stall in the ’70s to a full-fledged brand, Boon Tong Kee is chicken rice royalty with true SG roots.
Crave Nasi Lemak
Combining the heritage of Adam Road’s Selera Rasa Nasi Lemak with a modern food court twist, Crave delivers that rich, coconutty rice and fried chicken combo we all crave to malls and food courts islandwide – making iconic nasi lemak available to everyone, anytime. Local flavour, national treasure.
Crystal Jade La Mian Xiao Long Bao
Think it’s a chain from China? Think again. Crystal Jade was founded in Singapore and they opened their first outlet in 1997. They have since grown into a beloved brand synonymous with authentic Northern Chinese classics – especially its famous la mian and juicy xiao long baos. With outlets across Asia, it’s one of our most successful homegrown restaurant groups.
Penang Culture
Penang Culture may serve up hearty Penang street food classics like assam laksa, char kway teow, and prawn noodles, but here’s a fun fact: it’s actually a homegrown Singapore brand! Founded in 2011 by Neo Group, Penang Culture brings authentic Malaysian flavours to the table with ingredients imported directly from Penang and a halal-certified menu that caters to all. With multiple outlets across the island, it’s a delicious reminder that some of the best “overseas” eats can be found right here at home.
PUTIEN
Wait, what? That sleek, Michelin-starred Chinese restaurant with outlets across Asia? Yup – PUTIEN began as a humble eatery on Kitchener Road in 2000, specialising in home-cooked Heng Hwa fare. It’s now a global success with Singaporean DNA – exporting authentic Chinese flavours from right here at home – proof that authenticity and ambition can go hand in hand.
The Marmalade Pantry
Chic, elegant, and effortlessly Instagrammable – The Marmalade Pantry feels like a café from New York or Melbourne. But surprise: it’s a homegrown brand launched in 1999. Known for serving hearty café bistro fare, afternoon teas, and gourmet cupcakes in a lush indoor garden setting, it’s been defining Singapore’s café culture for over two decades.
🎉 Celebrate These Brands And More at SAFRA’s SG60 Food Galore
From humble local bites like tze char fare to international cuisine at award-winning restaurants, these homegrown brands are part of the SG60 Food Galore line-up – offering great food and even better deals. It’s the perfect time to rediscover and support the homegrown heroes behind your favourite dishes.
From now till 12 August, SAFRA members can enjoy $6 off at over 60 homegrown F&B brands with more than 200 participating outlets islandwide, with a minimum spend of $60, for both dine-in and delivery. Don’t miss out these fantastic deals!
Get started on redeeming these deals by following these simple steps:
For $6 off dine-in:
- Log in to the SAFRA mobile app.
- Tap on ‘eVouchers’ and select ‘Wallet’
- Select the $6 off dine-in voucher.
- Present the e-voucher to the merchant before payment.
- Enter code provided by the merchant’s staff to redeem the voucher.
For $6 off delivery via Oddle:
- On the SAFRA mobile app:
- Log in
- Tap on ‘eVouchers’ and select ‘Wallet’.
- Select the $6 off delivery e-voucher.
- Enter code ‘SAFRA6OFF’ in the box and submit. The e-voucher will be shown as redeemed.
- Go to the ‘History’ tab to view and copy your unique voucher code.
- With your unique voucher code from the SAFRA mobile app, apply it on Oddle Eats website or mobile app.
View the detailed guide here
Each SAFRA member can redeem up to 3 dine-in (1 per batch) and 1 delivery voucher throughout the campaign, while stocks last.
Visit the SG60 Food Galore page to find out more.
