S'pore eateries spice up London food scene

Right time for home-grown firms to tap changing appetites overseas: EnterpriseSG

- Sue-Ann Tan

Theatregoers and tourists in London's glittering West End looking for a bite before the shows are making their way to a Singapore-style eatery serving bak chor mee, wonton mee, char kway teow and other favourites.

Called Singapulah, the restaurant is decked out with items such as Milo tins and an old orange telephone and showcases Singapore brands which change every six months, to give local household names like Dodo fish balls and Hiap Giap noodles a chance to shine abroad.

With globally changing appetites and a growing desire for authenticity, there might be more opportunities for the Singapore taste profile to be taken abroad, including in London, where new offerings are finding a place among the old favourites of salads and sausage rolls.

Enterprise Singapore director for Europe Alan Yeo said he believes it is "the right time" for Singapore's eateries and food manufacturers to tap the demand.

"There's a desire among the younger people, especially in the UK, to try new things. Post-Covid, people have become very adventurous, ordering online and getting into new food, and we see that as a unique opportunity," he said.

Mr Jay Sim, business development director of restaurant group Chew On This, which owns Singapulah, agreed.