From June 11th to 13th, the 2025 “Singapore Chongqing Week” and “Opportunity China, Brand Chongqing” Singapore Promotion Event, co-hosted by the Chongqing Municipal People’s Government and the Ministry of Trade and Industry of Singapore, was grandly held in Ngee Ann City, Orchard Road, one of the most prosperous and lively areas in Singapore. The event was attended by senior Minister of State for Digital Development and Information and Ministry of Health, Mr Tan Kit Ho, Deputy Mayor of Chongqing and Executive Deputy Director of the China-Singapore Connectivity Project Management Committee, Mr. Cao Zhongming, Ambassador of the People’s Republic of China to Singapore, Mr. Zhang Yongwu, Director General of the Chongqing China-Singapore Project Management Bureau and Director of the Chongqing Municipal Commission of Commerce, as well as representatives from the industrial and cultural sectors of Chongqing and Singapore, including Mr Ko Quanqing, President of the Singapore Chinese Chamber of Commerce and Industry, Mr. Xia Hongliang, President of the Chongqing Time-honored Brand Association, and Mr. Zou Chaowen and Mr. Fu Yong, Vice Presidents of Chongqing and Singapore.
This is the second time that the Chongqing Time-honored Brand Association has organized time-honored food to participate in the exhibition in Singapore. From July 18th to 19th, 2023, the “Singapore Chongqing Week Series Activities – Chongqing Time-honored Food Singapore Tour” was held in Singapore. In that year, the Chongqing Time-honored Brand Association organized more than 60 time-honored brand products from 17 enterprises to be promoted and displayed in Singapore.
The 2025 Singapore Chongqing Week “Chongqing Time-honored Brand” Singapore promotion activity was officially launched at 10 a.m. on June 11 at Ngee Ann City, Orchard Road, Singapore, Chongqing Qiaotou Hot Pot, Rose Rice Candy, Zhang Duck, Yongchuan Tempeh, Deyuan Sour Plum Soup, Zhao Xiaochun Chengkou Old Bacon, Sheep’s Horn Bean Curd, Chen Chang Silver Twist Flower, Sanhui Marinated Goose, Jinggu Yuan Small Noodles, Shixian Tai Baijiu, Berlin Double Hit Sesame Oil, Ziyun Tea, Yongxi Old Duck Soup, Sanmin Zhai Peach Slices, Eight Jars of Mustard, Butterfly Flower Brand Strange Flavor Hu Bean, Wudu Tea, Huili Yuan Plus Vegetable Cans, Chongqing’s time-honored delicacies such as Friendly Crispy Pepper, Yang Kee Long Mansion, and Qijin Food took turns to appear, attracting many Singaporean friends to visit and experience.
After tasting Chongqing Chenchang silver twist flowers, grandmother Yongchuan tempeh and eight-pot mustard, a Singaporean couple not only nodded their heads again and again, but also asked how long the Chongqing time-honored brand exhibition would last. “We tasted all the time-honored food in this row, and we were really impressed!” The couple said that they would invite a group of friends over tomorrow to let them learn about Chongqing’s time-honored food.
“That’s it, it’s worth S$10!” A Singaporean citizen held a small noodle from Jinggu Yuan and told reporters that his father is from Chongqing and his mother is Singaporean. Although I live in Singapore on weekdays, I often go back to Chongqing, and I like Chongqing’s noodles the most. Today, I saw the “Singapore Chongqing Week” with authentic Chongqing noodles such as Itani Yuan, and hurriedly came to experience the tasting.
At 4 p.m. on the 11th, Senior Minister of State for Digital Development and Information and Ministry of Health, Tan Kit Hao, Deputy Mayor of Chongqing and Executive Deputy Director of the China-Singapore Connectivity Project Management Committee, Mr. Cao Zhongming, Chinese Ambassador to Singapore, Zhang Yongwu, Director of Chongqing China-Singapore Project Management Bureau and Director of Chongqing Municipal Commission of Commerce, and other guests and leaders came to the time-honored brand exhibition area. Many people who are shopping walk into the exhibition hall of “Singapore Chongqing Week”, look at the photos of Chongqing’s time-honored brands, or nod their heads in approval, or discuss with each other, and people-to-people exchanges build a bridge of people-to-people bonds. When Chongqing Qiaotou Hot Pot, Berlin Shuangda Sesame Oil, Yongxi Old Duck Soup, and Friendly Crispy Pepper were filled with spicy fragrance, when the promotional video of “Chongqing Time-honored Brand Casting a Century-old Legend” made local residents feel “déjà vu”, and when the pictures of rose rice candy, Zhang Duck, Shixian Taibaijiu, Ziyun tea, and Sanminzhai peach slices amazed the audience who came to visit the exhibition, this promotion activity from Chongqing time-honored brands allowed Singaporeans to appreciate the unique charm of Bayu culture.
In the traditional Chinese medicine exhibition area, Taiji Group brought the well-known Huoxiang Zhengqi liquid, and also exhibited the “Huoxiang Cola” produced in cooperation with Tianfu Cola, a time-honored brand in Chongqing, which made the audience’s eyes shine. At the booths of Wu Shufang, Yan Qingmen and Liu Shaolin Hall in Chongqing, the inheritors displayed their medical skills, attracting many local citizens to come and experience.
“I’ve seen videos of Chongqing on TikTok before, and now I am even more amazed when I see these pictures.” Tan Swee Kiat, a resident of Singapore, said that he had heard that Chongqing was an “8D magic city”, and this visit further deepened this impression. She also said that through this event, she already has plans to travel to Chongqing. There are quite a few Singapore residents who have similar ideas. After interviewing a number of viewers at the scene, the reporter found that they all knew Chongqing, and this “Singapore Chongqing Week” made them full of curiosity about Chongqing, hoping to have the opportunity to visit Chongqing in person.
“Promoting the integration of culture and tourism between the two sides is one of the purposes of this event.” According to the relevant person in charge of the Municipal Sino-Singapore Project Management Bureau, the “Singapore-Chongqing Week” is one of the symbolic activities of the China-Singapore Connectivity Project, which can enable more Singaporean residents to pay attention to Chongqing and visit Chongqing. According to statistics, in 2024, the number of overnight tourists from Singapore to Chongqing will reach 86,000, a year-on-year increase of 467.7%, ranking among the top 5 major inbound source countries and regions in our city. Cultural tourism is just one part of the China-Singapore connectivity project to build a people-to-people bridge between the two places. In the past 10 years, the two sides have built a number of people-to-people exchange platforms in the fields of education, medical care, and health care.
Chongqing’s time-honored brand products have a good “foothold” for export. In March this year, Chongqing exported canned pork to Singapore for the first time, marking the breakthrough of Chongqing’s processed meat products into one of the world’s most demanding markets. During the 10th meeting of the Joint Implementation Committee of the China-Singapore Connectivity Project held on the 3rd of this month, the governing units of the Chongqing Time-honored Brand Association, Chongqing Dejia Meat Technology Development Co., Ltd. and Singapore Yifeng Co., Ltd. signed a cooperation agreement, and Singapore Yifeng will act as an agent for Chongqing Dejia’s luncheon meat, cooked food and other products.
Lai Weixue, director of Chongqing Time-honored Brand Association and chairman of Chongqing Dejia Meat Technology Development Co., Ltd., said: “This signing provides us with the confidence to further open up the Singapore market. It is estimated that by 2026, the company’s exports to Singapore will reach US$10.8 million. ”
This event built a platform for Chongqing time-honored brands to explore overseas markets, and facilitated Qiaotou Hot Pot, Zhang Yazi, Jinggu Yuan Small Noodles, Chen Chang Yin Twist and other enterprises to reach 11 intentional sales agreements with Singapore supermarkets and trading companies, with an order amount of 15.67 million yuan, to achieve mutual promotion of cultural exchanges and economic and trade cooperation.
