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superbrands.com/sg An Insight Into Many of Singapore’s Strongest Brands Volume 16
Published by SB Asia Pte Ltd 100 Trass Street #09-01 100AM Singapore 079027 Tel: +44 7535 799450 Email: mark.pointer@superbrands.com Under license from Superbrands Ltd Copyright Superbrands Ltd. 2025 35 Ballards Lane London N3 1XW England All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, digital, or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of the text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. The trademark of SUPERBRANDS® is a trademark of Superbrands Limited. The logo is the subject of copyright of Superbrands Limited © Superbrands Limited 2025 All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logo and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. Chief Executive Officer Superbrands Singapore Mark Pointer Country Director Jonathan Hardy Sales Director Daryl Ng Brand Liaison Manager Roman Suarez Creative Director Meng Salazar Graphic Designer Louvia Ramos
Contents
042 044 046 048 050 052 054 056 058 060 062 014 016 018 020 022 024 026 028 030 032 034 036 038 040 006 008 Astons Carlsberg City Energy Declarators Dorra EPLAS Extra Space Gardens by the Bay Hockhua Tonic Holistic Way Jonsson Protein LACY’S LG Electronics London Weight Management About Superbrands The Superbrands Mark of Excellence Emerging Branding Trends in Singapore: Shaping the Future of Marketing Superbrands Selection Process List of Categories Brand Directory MindChamps MODE Neo Garden New York Skin Solutions Perrier Shakura Sheng Siong UGS VitaHealth Yun Nam Zero Healthcare Brand Stories Contents Appendix 064 010 Foreword 070 076 078
6 Superbrands Volume 16 About Superbrands
7 Singapore’s Strongest Brands Superbrands is the leading global brand award. Launched in London in 1994, Superbrands has grown into a worldwide organisation that operates in more than 90 countries throughout the world and has become a global brand in its own right. The Superbrands organisation identifies and pays tribute to exceptional local and international brands within the local market. It helps those brands leverage their Superbrands Status to the brands’ customers, stakeholders, employees, and the wider community. In Singapore, Superbrands has been helping companies build brand recognition and trust for more than twenty years. Participation in Superbrands is by invitation only and Superbrands awards are decided by consumer votes. Becoming a Superbrand means joining a prestigious group of the world’s outstanding brands. The Superbrands brand reference book tells the story of many of Singapore’s successful brands, exploring their history, recent developments and achievements. It forms part of a broader platform that pays tribute to the strongest brands in the category. By identifying these brands and compiling their brand stories, Superbrands hopes that people will gain valuable insight into the discipline of branding and a greater appreciation of the brands themselves. Superbrands is the most enduring mark of brand excellence.
8 Superbrands Volume 16 The Superbrands Mark Of Excellence
9 Singapore’s Strongest Brands Brands that have achieved Superbrands Status in Singapore and participate in the programme are entitled to use the Superbrands “Singapore’s Choice” logo on their marketing and communications collaterals. Independent consumer research has consistently shown over the years that the Supebrands logo is more widely recognised by Singapore consumers than any other brand award logo. Consumers say that it is the logo they trust the most and that it has more credibility than others. The majority of consumers also say that they are more likely to buy a brand they see associated with the Superbrands logo. This powerful endorsement gives existing and potential customers reassurance when considering brand purchases and helps brands stand out from others in a crowded marketplace. It also provides evidence to key stakeholders and employees of the exceptional standing that the brand has achieved. Achieving Superbrands Status is something special.
1 0 Superbrands Volume 16 Mark Pointer CEO, Superbrands Singapore Foreword
1 1 Singapore’s Strongest Brands Welcome Superbrands Volume 16 What is it that makes a Superbrand more than just a name? Is it their innovative products, their unique positioning, or their unswerving commitment to customer satisfaction? The answers may vary, but the underlying principles that drive Superbrands to the summit of success are both enlightening and inspiring. A Superbrand is distinguished by several key attributes that elevate it beyond the ordinary. At its core, a Superbrand consistently delivers exceptional quality, ensuring that its products or services meet and often exceed customer expectations. This reliability fosters trust, a cornerstone of any enduring brand. Innovation is another hallmark of a Superbrand. These brands do not merely follow trends; they set them, continuously pushing boundaries and adapting to changing market demands. Their ability to innovate keeps them relevant and ahead of competitors. Unique positioning is also crucial. A Superbrand occupies a distinct space in the market, often defined by a compelling brand story or a clear set of values that resonate deeply with its audience. This distinctiveness is reinforced through consistent and effective branding, creating strong brand recognition and loyalty. Customer-centricity is another defining feature. Superbrands maintain a steadfast commitment to customer satisfaction, often going above and beyond to meet their needs. This dedication helps to build longterm relationships and a loyal customer base. Finally, the influence of visionary leadership cannot be overlooked. Superbrands are often guided by leaders with a clear vision and the courage to take bold decisions. This leadership drives the brand’s long-term success, ensuring it remains a powerful force across generations. In these pages, we look at some of the leading brands in Singapore and uncover what elevates them from ordinary to extraordinary, from forgettable to unforgettable. Whether you are a marketer, entrepreneur, or simply a curious observer of brands, I hope that the brand stories in this book will captivate your imagination and provide you with an insight into what makes a Superbrand.
1 2 Superbrands Volume 16
1 3 Singapore’s Strongest Brands Qua l i t y Trus t Distinction The Mark of Brand Excellence
1 4 Superbrands Volume 16 Market ASTONS Specialities has strategically positioned itself as a leading homegrown casual steakhouse, effectively navigating Singapore's dynamic F&B landscape. The brand is renowned for delivering high-quality steaks and comforting Western cuisine without the premium price tags, directly addressing a significant market segment that prioritises value-for-money dining. This positioning demonstrates a clear understanding of consumer preferences in Singapore, where a substantial portion of diners seek affordable yet satisfying culinary experiences amidst a busy lifestyle. By consistently offering quality food coupled with a relaxing and cosy ambience, ASTONS taps into the desire for an enjoyable, unpretentious dining experience, standing out in a highly competitive market populated by both upscale steakhouses and numerous local Western food concepts. The brand's philosophy of using quality ingredients while maintaining affordability is a key differentiator, resonating strongly with a populace increasingly conscious of spending while still desiring a rewarding meal out. Achievements ASTONS have won numerous awards over the years. In 2007, ASTONS Specialities were awarded the Good Record Counts Category (Business Enterprise). In Singapore, Promising Brands. In 2010, ASTONS Specialities were awarded by CNNGO's Best Eats Awards Recommended Choice in the Singapore Burger Category. In 2010, ASTONS Specialities were awarded Best Western Restaurant voted by AsiaOne Readers. In 2012, ASTONS Specialities were awarded Favourite Restaurant by the media Youth Choice Awards. In 2013, ASTONS Specialities won 1 Gold and 9 Silver in the Excellent Service Award. In 2014, ASTONS Specialities won Outstanding Business Performance, Industry Prominence and Regional Recognition in
1 5 Singapore’s Strongest Brands Asia's Top Outstanding Enterprise. In 2015, ASTONS Specialities was voted one of the Top 3 Best Western Restaurants by AsiaOne Readers. In 2016, ASTONS Specialities won Best Western Restaurant voted by AsiaOne Readers, and the Restaurant Association of Singapore also awarded the brand Best Western Restaurant Chain. In 2019, ASTONS Specialities were awarded Best Corporate Social Responsibility Initiative by QSR Media Asia Conference & Awards and was also awarded the Most Popular Steakhouse Chain Brand Leader by the Asia Enterprise Brand Awards. In 2022, ASTONS Specialities was also recognised for Value Contributor as a Partner, awarded by APSN. ASTONS Specialities was awarded Top Brand in the Western Restaurant Category by Influential Brands in 2024. ASTONS Specialities has been awarded Superbrands Status in 2025. History Aston Soon, Founder & CEO, had a simple wish – to bring quality Western cuisine to the masses at affordable prices. With an idea and the support of family and friends, he left his job as a restaurant chef to strike out on his own in 2005. ASTONS SPECIALITIES had its humble beginnings in a coffee shop along East Coast Road. Before long, it gathered a loyal following (and a fair share of media interest) for its tasty fare, reasonable prices and sincere service. Fast forward more than a decade, and the ASTONS group has established itself as a household name synonymous with quality and affordability. It is also the trust that the group has earned as a homegrown brand dedicated to serving customers the very best – delicious and hand-prepared fare that makes them feel at home, accompanied by an experience they will remember for time to come, which drive ASTONS group to become one of the leading food service companies in Singapore. Product ASTONS Specialities' main menu includes steak, chicken, seafood, and pork, with most main courses served with two side dishes at an affordable price. Popular items include our legendary steaks, charbroiled to your preferred doneness, and grilled chicken chops in a myriad of flavours, such as hickory barbecue and chargrilled style. We also offer super combo meals, including surf & turf. Recent Developments ASTONS Specialities recently opened a new outlet at Punggol Coast Mall and a franchise in Bukit Indah, Johor Bahru, with further expansion planned for the coming months and years. Promotion ASTONS Specialities effectively reaches its audience and announces promotions through a blend of physical and digital channels. Instore posters at their outlets keep customers informed, while their digital presence spans newsletters, their website, Facebook, Instagram, and TikTok. This multi-channel approach ensures a wide reach for their communications. Brand Values ASTONS Specialities is a local food chain dining concept well-known for its value-for-money Western cuisine for the masses at affordable prices. The philosophy is to offer great food at great prices by using quality ingredients, combined with service that makes you feel you're with friends, creating an experience that you'll remember. In 2025 ASTONS Group celebrates its 20th anniversary. From founder Aston Soon's first ASTONS Specialities in an East Coast Road coffee shop, the brand has grown. Its recent 20-cent Grillworks Chicken promotion, held as a thank you to the public, generated significant media buzz and long queues. Did You Know? astonsspecialities.com.sg @astons.singapore AstonsSG astonssg
1 6 Superbrands Volume 16 Market Since its establishment in 1985, Carlsberg Singapore has grown to become a dynamic provider of alcoholic beverages, with a portfolio of international beer, stout, and cider brands. Today, Carlsberg Singapore’s portfolio is spearheaded by Carlsberg, Singapore’s number one imported beer. Based on Nielsen SG consumer offtake data tracking, it is also the number one beer in Modern Off-Trade and E-Commerce channels. Carlsberg brand offers the signature Danish Pilsner and is complemented by its portfolio, Carlsberg Smooth Draught, Carlsberg Special Brew and Carlsberg 0.0 range. When consumed in moderation, our quality brews are at the heart of moments that unite people. With an annual turnover of approximately S$188 million in 2024, the brand’s revenue is projected to grow by 4% to 6% by 2027. Achievements In addition to maintaining its leadership position in key sales channels, Carlsberg has been actively involved in bettering the consumer lifestyle and beer experience through relevant events and activities. Carlsberg was awarded silver at The Marketing Events Awards 2024 for Best Event (more than 500 attendees), and Best Event Branding, for its activation at the annual Sneaker Con SEA event. The brand also achieved the DFI Best Key Account for two consecutive years (2023 and 2024), FairPrice’s Preferred Business Partner of the Year Award, Top Key Account Manager Award and Going Extra Mile Award (GEM Award). Additionally, Carlsberg was awarded the Gold Award for Excellence in Work-Life Harmony at the HR Excellence Awards. History Originally registered as Carlsberg Marketing (Singapore) Pte Ltd in 1985, Carlsberg Singapore Pte Ltd was incorporated in 2001. Since then, Carlsberg has grown to become a dynamic provider of alcoholic beverages with a portfolio of international beer, stout, and cider brands. Today, Carlsberg Singapore’s portfolio is spearheaded by Carlsberg Danish Pilsner, Singapore’s number one imported beer and the country’s best-selling brand. Product By leveraging on our flagship brands, such as Carlsberg Danish Pilsner and Carlsberg Smooth Draught, we continue to build brand equities, improve visibility, and expand consumer engagement. In 2024, we introduced Carlsberg Special Brew to expand and capture opportunities within the higher ABV segment and offer a wider variety of great brews to suit different target audience. Recent Developments Our Together towards ZERO and Beyond (TTZAB) programme comprises our ambitions and concrete targets to address our Environmental, Social and Governance (ESG) matters that are most material to our business and to the wider society. As we work to achieve these, we are putting in place governance structures, developing strategies, allocating resources and investment, and taking actions to achieve our targets of ZERO carbon emissions at our brewery by 2030 and net zero carbon emissions across our entire value chain by 2040. TTZAB outlines our ambition towards achieving our ZERO targets, which are categorised into ZERO Carbon Footprint, ZERO Farming Footprint, ZERO Packaging Waste, ZERO Water Waste, ZERO Irresponsible Drinking and ZERO Accidents Culture. Promotion In 2024, Carlsberg brand continues to be an integral part of Chinese New Year celebrations by exciting consumers with innovative and culturally relevant packaging for Chinese New
1 7 Singapore’s Strongest Brands Year, coupled with an island wide on-ground activations to engage and excite consumers. Internationally, the brand celebrated its iconic partnership with Liverpool FC, emphasising its longest partnership in Premier League and club history. In Singapore, Carlsberg also collaborated with well-known festival and concert organisers and fashion brands to excite consumers with unique brand experiences. Carlsberg’s Sneaker Con activation highlighted the brand’s efforts to engage new audiences. Together with other events like Waterbomb, these activations successfully strengthened the brand’s relevance locally. Brand Values While others have to dig deep to find their purpose, for Carlsberg, the brand’s purpose has existed since its inception. The company pursues perfection every day, is never satisfied, and always looks for ways to improve. Carlsberg strives to brew better beers at the heart of moments that bring people together. The brand does not settle for immediate gains when it knows that it can always do more to create a better tomorrow for all of us. Carlsberg’s purpose, Brewing for a Better Today and Tomorrow, is rooted in its heritage and in the minds of the company founders, who left a rich legacy that continues to guide how the business is run today. Their pioneering spirit, passion for brewing and proactive contribution to society have manifested into what the brand stands for today. The company lives its purpose every day by focusing on its brands and the art of brewing. They excite their consumers with innovative and quality brews that strengthen their identity and pride as brewers, and they continuously aim to do better. The business is propelled by a highly engaged and diversified team that champions quality and innovation and ensures that these priorities stay at the top of their strategic priorities as they elevate their commitment to excellence and sustainability for better financial, environmental and societal performance. Their purpose guides everything they do. The company’s pursuit of perfection through its actions, its continued focus on research and innovation, always focusing on what its consumers want driving more sustainable brewing and contributing to uplifting society. carlsbergsingapore.com.sg CarlsbergSingapore carlsbergsg In 1883, Carlsberg Research Laboratory revolutionised quality beer with its groundbreaking discovery of pure yeast, which made it possible to make quality beer from every brew. Carlsberg gave the pure yeast, aptly named ‘Saccharomyces Carlsbergensis,’ away for free to other brewers. Today, most lager beers in the world, including major international brands, originate from that discovery of pure yeast. “Without it, Carlsberg wouldn’t have the type of beer that is now 90 percent of the world’s market”, says Britain’s leading Beer Historian, Martyn Cornell. Did You Know?
1 8 Superbrands Volume 16 Market City Energy operates Senoko Gasworks, Singapore’s sole piped town gas plant, providing town gas directly to residents and various businesses islandwide. This includes restaurants, hawker centres, coffee shops, food caterers, hotels, malls, and hospitals. Serving over 900,000 customers, City Energy is dedicated to delivering quality service and focusing on innovative lower-carbon energy solutions, such as smart Internet-of-Things (IoT) solutions and a seamless cross-border electric vehicle (EV) charging service via one app. City Energy is also exploring the incorporation of green hydrogen in town gas production to help reduce Singapore’s carbon footprint. City Energy is a member of Keppel Infrastructure Trust, which is listed on the SGX. Achievements After its business transformation to offer lower-carbon energy solutions beyond its main core business of town gas, City Energy received the Singapore Prestige Brand Award 2020/21 in the Heritage Brands category and the Transformation Award in the same round. In 2022, the company was awarded the Superbrands status and was recognised as the top home-grown firm on Singapore’s Best Employers 2022 list. City Energy also holds the 2023, 2024 and 2025 Superbrands accreditation. History Founded in 1861 as the Singapore Gas Company, City Energy constructed Kallang Gasworks in 1862 to manufacture town gas for street lighting. This facility operated for over 130 years before being replaced by Senoko Gasworks in 1997. Over the years, City Energy has consistently improved the quality and reliability of town gas while continuously moving towards lower-carbon town gas. In 1966, City Energy established naphtha gas-making plants, and in 2003, it started including natural gas in its production process. In 1902, City Energy’s customer base numbered just 500. To widen its reach, the company lowered gas prices and provided free gas lamps to new customers. These efforts were aided by the introduction of the petroleum tax, which increased electricity prices and contributed to the rising demand for gas. By 2004, the company had secured 500,000 customers, and in 2017, it achieved the 800,000th customer milestone. In December 2021, City Gas rebranded to City Energy, marking a new era of providing innovative, lower-carbon energy solutions in alignment with Singapore’s sustainability goals. City Energy hit the 900,000th customer milestone in 2024. Product City Energy is committed to exploring lowercarbon energies and new technologies in support of Singapore’s drive towards lower carbon emissions by 2030. The company is
1 9 Singapore’s Strongest Brands working with industry partners to study the feasibility of building a hydrogen pipeline from Malaysia to Singapore. This initiative aims to develop a sustainable green hydrogen supply chain to reduce carbon emissions in town gas production. Through Life by City Energy, the company offers IoT-enabled solutions for smarter, lowercarbon homes. The smart range includes smart gas hobs, gas water heaters, hoods, and gas clothes dryers, designed with safety features and sleek aesthetics. City Energy also provides a one-app cross-border EV charging service, Go by City Energy. In partnership with EV Connection, a Malaysia firm, this service allows seamless EV charging across Singapore and Malaysia. Additionally, City Energy has expanded into solar solutions through its joint venture with Osaka Gas, City OG. City OG helps to ease businesses into the lower-carbon transition. Recent Developments Customers can now access the IoT-enabled Küche Smart Collection at Life by City Energy. This range of German-inspired, smart kitchen solutions offers intelligent features and sleek designs. Each appliance in the collection is equipped with safety functions and can be controlled remotely via the iAppliances app, which also allows homeowners to monitor gas consumption and manage utility bills. The appliances can be synchronised with Google Home Assist for added convenience. Küche and other lower-carbon solutions are available at Life by City Energy, City Energy’s retail store at Plaza Singapura. The store is an experiential one-stop shop for new homeowners, offering live demonstrations of City Energy’s solutions. Promotion City Energy engages customers through a suite of online and offline channels. The physical Life by City Energy store at Plaza Singapura offers dedicated customer service and selfexperiential immersion, while the e-store, cityenergylife.com.sg, allows customers to shop from home. City Energy engages in print, broadcast, social and digital media, as well as out-of-home advertising for strategic targeting and to propagate its brand. City Energy significantly leverages social media for customer engagement, using Facebook for sale campaigns, Instagram for inspirational designs, TikTok for Generation-Z and millennial engagement, LinkedIn for official announcements and YouTube for detailed brand introductions. An advocate of hawker culture, City Energy previously co-organised Singapore’s longestrunning hawker food contest, the City Hawker Food Hunt, with Shin Min Daily News, recognising the best hawker dishes across the island. Brand Values City Energy’s “Good Energy for our City” tagline encapsulates its mission to provide lowercarbon energy solutions for the community. The company’s core values include leading the lower-carbon energy journey, fostering collaboration, inspiring trust and being peoplecentric. With more than 160 years of experience, City Energy prides itself on the trust it has built with customers and employees alike. A study conducted by National University of Singapore (NUS) Professor Lee Siew Eang found that using a gas water heater saves 80% in carbon emissions compared to the electric storage water heater. City Energy’s gas water heaters have been designed with built-in safety features and tested according to the EN 26 (European Standard) for the safety, reliability and durability of gas-fired instantaneous water heaters. City Energy’s gas instant water heaters are rated 4-Tick under NEA MELS— the highest tick currently available for water heaters at the time of print. cityenergy.com.sg CityEnergySG CityEnergySG CityEnergySG Did You Know?
20 Superbrands Volume 16 Market Declarators Pte Ltd is a multiple award-winning declaring agent in Singapore. The company was established to assist clients in reducing workload and manpower costs while providing permit declaration solutions. Declarators’ other services also include onboard courier (hand-carry), local despatch, deployment of manpower for permit declaration, and freight and logistics formalities islandwide. Declarators primary audience would be freight forwarders, transporters, exporters & importers from all industries. Declarators is the only agent in Singapore dedicated to providing one-stop permit declarations, local despatch service and Carnet/COO applications. The tagline ‘Customs Declaration anywhere & anytime’ means that Declarators operate 24 hours a day (including Sunday and Public Holidays), 365 days a year, to cater to all clients’ urgent needs. Achievements Declarators is a multiple award-winning declaring agent in Singapore. The organisation has won various category awards, including business growth, entrepreneur, national contribution, and corporate social responsibility. Most recently, Declarators has won The Straits Times “Singapore’s Fastest Growing Companies” 2024 - Ranked #28th, the Top 500 High-Growth Companies Asia-Pacific 2024 by The Financial Times- Ranked #181st Influential Brands Top Employer Award 2024, Singapore 40 Under 40 Business Leaders 2024 (By Fortune and ATC), the EYA Entrepreneur of the Year Award 2024 (Established Entrepreneur Category), Brands for Good 2024 – Distinction Category, the Singapore Prestige 100 Award and Top Business Service and Quality Award 2024/2025. Most recently, Declarators has been awarded Superbrands Status in Singapore. History Declarators launched in 2014, when founder and Managing Director Javier Yip saw the opportunity in the declaring agent industry and decided to pursue his vision and beliefs. Declarators Pte Ltd had humble beginnings, starting at Javier’s parents’ HDB 4-room flat in Serangoon. It was only ten months later, in May 2015, that Declarators hired its first employee and established an office presence in Ubi. The first office was only 300 sq/ft (just enough to fit four desks). The first couple of years were extremely challenging and as an unproven startup, winning new business was very difficult. The company also found it hard to attract the right talent. Nevertheless, through hard work and perseverance, the company stabilised and began to prosper.
2 1 Singapore’s Strongest Brands Through a unique blend of traditional values and cutting-edge digital strategies, Javier Yip has transformed a one-person startup into one of Singapore’s leading declaring agents with 70 employees. Product All the operational employees of Declarators have successfully passed the competency test and are certified by Singapore Customs. Declarators are one of the very few declaring agents to lodge a Banker’s Guarantee with Singapore Customs. Declarators can declare temporary import items with a maximum invoice value of up to S$3.7 million per shipment. Declarators can declare all types of permit declarations for different item classifications, such as live animals, weapons, and even chewing gum. Declarators handcarry is designed for urgent, specialised, and high-value items. With their Onboard Courier service, one of the staff will travel on a flight with the customer’s goods as baggage. Hand-carry helps ensure quick and efficient delivery of essential items, including Customs clearance. The hand-carry service’s customers include biotech and pharmaceutical companies, freight forwarders and direct shippers, contract research organisations, university labs, semiconductors, telecommunications, and automotive companies. They frequently carry medicines, vaccines, ship spares, marine equipments, circuit boards, vehicle parts, machine parts, high-tech product samples, and retail samples. Declarators also offer manpower deployment services catered especially for freight forwarders. To date, more than 30 employees are currently deployed islandwide (from Changi Airfreight to Tuas). Local courier services specialise in delivering documents and small parcels within a specific locality, ensuring goods are transported quickly and efficiently. In urban settings like Singapore, where time-sensitive deliveries are commonplace, local courier services like Declarators are indispensable for personal and business logistics. Recent Developments Declarators’ primary objective is to be the top declaring agent in Singapore. Declarators have already taken the bold step of international expansion, establishing an office in Malaysia last year. This strategic move aligns with the company’s vision of growth and influence beyond Singapore’s borders. The company envisions a future with a team in excess of 100 employees within the next three years. Declarators also aim to open an academy that offers courses on customs procedures and permit declaration. Promotion As a Business-to-Business (B2B) operation, Declarators’ main marketing strategies include Search Engine Optimisation, Search Engine Marketing, E-mail marketing, Word of mouth, and advertising in trade magazines. Declarators is also a member of several industry and chamber associations, which increases its presence in the networking community. Additionally,Declarators is active on multiple social media platforms such as Facebook, Linkedin, Instagram and YouTube. The company is also an active participant in Corporate Social Responsibility activities and sustainability initiatives. Brand Values The core values of Reliability, Flexibility, Responsiveness, Speed, and Accuracy guide every aspect of Declarators’ operations. The company embraces innovation by digitising all business functions, from HR to accounts, CRM, and operations. Declarators distinguishes itself from competitors through unparalleled customer service, cost-effectiveness, and a commitment to quality assurance. The company offers competitive prices for customs permit declaration and is the only service provider in Singapore dedicated to providing one-stop solutions for permit declarations, local dispatch services, and Carnet/COO application. declarators.com.sg declarators declarators-pte-ltd declaratorspteltd Founder and Managing Director Javier Yip has previously joined endurance events such as Courts Challenge 2012 where he won by outlasting competitors in 36 hours by standing without sleep and Subaru Challenge 2015 where he finished third with a timing of 77 hours and 55 minutes. Declarators is one of the 3 largest declaring agents in Singapore. In the last three years, the number of company employees has grown by 30%. Declarators generate more than 100,000 permits on a yearly basis. Declarators has won more than 25 awards in the last 4 years. Did You Know?
22 Superbrands Volume 16 Market Dorra specialises in tummy, hip, and thigh slimming, offering exclusive fat-burning formulations and advanced body-shaping technologies. The slimming centre’s unique approach to achieving its customers’ slimming goals includes: Targeting stubborn fat and cellulite Providing body shaping and targeted slimming treatments Offering fast yet effective treatments (20 to 40 minutes per session) Visible CM loss (up to 5 cm) in just one session No pills, injections, or crash diets Ensuring comfort with no perspiration Maintaining a 100% female environment Dorra Slimming provides effective, customized slimming solutions for women aged 18 and above, focusing on CM rather than KG loss. Their treatments efficiently discharge fat cells to slim and tone specific areas of concern, utilizing non-invasive, non-surgical natural solutions made from botanical ingredients. These solutions ensure safe slimming procedures, effectively targeting problem areas by eliminating unwanted stubborn fat. Clients can expect visible results in just one session. Key benefits of Dorra’s slimming programs include: Up to 5 cm loss in one session Refined and reshaped body contours with long-lasting results Toned flabby body parts Smoothened and tightened skin Detoxified body Improved appearance of cellulite Reduced water retention Dorra strives to maintain its status as Singapore’s leading lower-body slimming expert. Achievements Over the past eleven years, Dorra has received numerous awards and recognitions. In 2020, it was awarded Best Body Contouring Treatment and Best Detox Treatment by Daily Vanity Spa & Hair Award. In 2022, Dorra achieved Trusted Brand GOLD and Superbrands Status. The brand has been recognized as a Superbrands Status achiever for five consecutive years. In 2023, it received the Readers Digest Trusted Brand Gold award, the Singapore Women’s Weekly Spa Awards for Best Body-Shaping Massage (Tummy), and Her World Spa Awards for Best Tummy-Flattening Treatment. In
2 3 Singapore’s Strongest Brands platforms. The brand is featured on the beauty program Lady First, introducing its effective treatments and products. Dorra shares reviews and testimonials from customers and celebrities through radio spots, magazine features, and digital content. Collaborations with social media influencers showcase genuine slimming experiences. Advertorials are placed on popular online media platforms such as Her World and Singapore Women’s Weekly. During the Covid-19 pandemic, Dorra sponsored Mediacorp’s Mask-For-The-Nation charity campaign. Influencer campaigns with NOC (Night Owl Cinematics) and Titan Digital Media in 2020 and 2021 promoted Dorra’s treatments. Testimonial TV advertisements highlight the success and benefits of Dorra’s services. Brand Values Dorra’s core values focus on providing customised solutions for individual concerns, ensuring the best results for every customer. Their approach is practical and effortless, with no pills, injections, crash diets, or exercise required. One-on-one consultations and in-depth body assessments ensure accurate treatment plans. Dorra’s consultants receive frequent training and support from a fulltime nutritionist, maintaining high service standards. The WeCare system allows customers to provide ratings and feedback immediately after each session, reflecting Dorra’s commitment to excellent service through respectful and well-trained staff. The all-female environment ensures comfort and professionalism. 2024, Dorra’s unique treatments continued to gain recognition from Trusted Brands, Herworld, Beauty Insider (Best Slimming Treatment, Readers’ Choice Award), and Superbrands Status. History Established in 2011 with its first outlet at Plaza Singapura, Dorra Slimming has expanded to seven outlets across Singapore. Dorra has engineered an effective formula that penetrates fat cells to break down and burn triglycerides. With its reliable, customized slimming solutions, Dorra has become Singapore’s leading lower-body slimming expert, helping over 80,000 satisfied customers with their weight concerns. Dorra Slimming has been featured on Lady First Singapore, a popular beauty program endorsed by professional beauty gurus. To enhance customer satisfaction, the company implemented the WeCare customer assurance program, allowing customers to provide instant reviews and feedback after each session to improve service standards. A rewards program enables customers to collect points and redeem products, and the WeCare App offers exclusive promotions. Product Every Dorra package includes customized slimming solutions tailored to the customer’s body type, condition, and needs. A comprehensive step-by-step approach ensures the best results: One-on-one consultation: Consultants understand the customer’s slimming goals and lifestyle habits to identify potential weight issues. Body-fat composition analysis: Provides detailed information on body composition, helping consultants devise suitable treatment programs. Customized treatments: Based on the customer’s weight issues and progress. Dorra’s signature formulation targets stubborn fats, effectively breaking down and burning fat cells. The unique technology and active formulas increase body metabolism, shrink fat cells, and promote the discharge of triglycerides to resolve weight issues. The company also offers a complete range of products to complement and prolong treatment results. Dorra’s Advanced Peptide Slimming Technology targets deep fatty layers through lipolysis. These peptides, found in slimming ampoules, are massaged into the skin for complete absorption. Recent Developments In 2021, to commemorate its 10th anniversary, Dorra welcomed new ambassador Joanne Peh, who embodies the brand’s belief in empowering women with body confidence. Social influencers frequently visit and review Dorra’s treatments, seeking effective solutions for various body concerns. To enhance customer experience, Dorra implemented the WeCare program, allowing customers to provide instant reviews and feedback after each session to improve service standards. Promotion Dorra takes a multicultural approach to promotion, utilizing English, Chinese, and Malay dorraslim.com.sg DorraSlimmingSG dorra-slimming-singapore dorraslimmingsingapore Dorra has served over 80,000 satisfied customers since its inception in 2011. It has seven outlets across Singapore for customer convenience. Dorra focuses on CM rather than KG loss, specializing in targeted area slimming. The C3 Perfect Bodyline Serum, one of its signature products, helps prolong treatment results and enables 24-hour fat burning. Did You Know?
2 4 Superbrands Volume 16 Market EPLAS is Malaysia's premier water bottle brand, a title earned through an unwavering commitment to quality, innovation, and customer satisfaction. Each bottle is crafted from BPA-free materials, ensuring both safety and durability for users. EPLAS's presence in major retail chains, speciality stores, hypermarkets, supermarkets, and e-commerce guarantees that getting EPLAS water bottles is never a hassle. EPLAS water bottles are prominently displayed in shopping malls across Singapore, ensuring high visibility and accessibility. The brand has solidified its position as one of the leading brands in Singapore's water bottle market, and its market share reflects its dominance and popularity. Achievements EPLAS takes immense pride in several key achievements and aspects of its operations, each contributing to its overall success and reputation. EPLAS is proud of its commitment to quality and safety, product innovation and design, and positive impact on communities. EPLAS was the leading brand to launch BPAfree water bottles in the ASEAN region. One of Malaysia's leading water bottle brands exported to ASEAN markets, EPLAS has expanded its reach to countries like Singapore, Thailand, Indonesia, and beyond. Continued innovation at EPLAS has led the company to achieve several "firsts" with its double-walled water bottles, collapsible silicone sports water bottles and most recently, a range of two-tone and gradient water bottles. EPLAS became the first water bottle brand to receive a distinguished award from Superbrands Malaysia in 2021 and again in 2024. EPLAS has continued to excel and expand, further underscored by its recognition with the prestigious Singapore Superbrands Award in 2024. History EPLAS, established in 2005, started with a focus on water bottles and soon expanded the range to include thermal flasks and water bottles for kids and babies. EPLAS is the house brand developed by Ee Jia Housewares (M) Sdn. Bhd. is renowned as the company's leading brand for water bottles. Interestingly, "EE JIA" is pronounced in Mandarin as "E+", with the "+" signifying "plus" and "plastic". This name hints at the initial focus on plastic products while leaving room for commitment to sustainable practice. Additionally, the brand logo features three leaves in three different colours, representing: Red: passionate commitment to creating a sustainable future, heartfelt dedication to social responsibility, and steadfast commitment to ethical governance. Blue: trustworthiness and dependability of our product, reflecting a strong commitment to safeguarding the health and safety Green: to provide sustainability, ecofriendliness, and natural products to the Environment, Social, and Governance ("ESG") principles. Product EPLAS offers a wide array of water bottles in various sizes, shapes, and styles to cater to different groups of people, as well as their
25 Singapore’s Strongest Brands preferences and usage. EPLAS provides a wide range of sizes and designs of thermal flasks to meet diverse thermal insulation needs. EPLAS offers a line of kid's bottles designed with safety and fun in mind. EPLAS provides a variety of accessories and replacement parts to enhance the usability and longevity of products. The brand also offers an extensive range of baby products known as EPLAS Baby, which are designed to provide safety, convenience, and comfort for infants. EPLAS products are crafted from high-quality materials to ensure Superior Quality, Durability and Reliability. The brand places a strong emphasis on stylish and ergonomic design, ensuring that the products not only perform exceptionally but also provide a pleasing aesthetic user experience. Recent Developments EPLAS recently introduced its latest products, two-tone and gradient-coloured water bottles designed to blend fashion-forward aesthetics with exceptional functionality. Spanning the next 5-10 years, EPLAS envisions significant growth and expansion in the ASEAN market. EPLAS aims to expand its presence beyond its current market stronghold in Malaysia and Singapore to establish a stronger foothold in ASEAN. Promotion EPLAS maintains active profiles on popular social media platforms such as Instagram, Facebook, and TikTok. The brand utilises Xiao Hong Shu ("RED") to expose its brand name, connect with local consumers, and drive sales. EPLAS collaborates with retail partners to expand its distribution network and increase brand exposure. Furthermore, consumers are engaged through experiential marketing initiatives, including pop-up shops, trade shows, and community events. EPLAS hosts promotional events, including its highly anticipated "Back to School" event. This event is designed to coincide with the start of the school year and offers exciting promotions and deals on EPLAS products. EPLAS developed an e-commerce platform as a central hub for online sales and customer interactions. EPLAS's e-commerce can be found on the company's official website, Shopee, Lazada, and many more. The company supports recycling programs by encouraging customers to recycle their onetime-used water bottles and use reusable water bottles. EPLAS donates products, funds, and resources to various organisations, including charitable organisations. This includes providing water bottles to underserved communities, schools, and orphanages. Brand Values EPLAS is committed to producing High-Quality Products that are built to last and ensures that every water bottle and thermal flask meets the highest standards of durability and reliability. EPLAS products are known for their innovative and functional design. Additionally, the brand places a strong emphasis on its aesthetic appeal. The brand promises to deliver products with quality assurance that meet rigorous durability and performance standards. It ensures the products are safe for use and are made from non-toxic, BPA-free materials. The company is dedicated to safeguarding the health and safety of its consumers by adhering to safety standards while also ensuring consistency and convenience for its customers. EPLAS started as a small local business in Penang, Malaysia, and has grown into the leading ASEAN water bottle brand. EPLAS offers extensive product customisation options, including personalised engravings and custom colours for bulk orders. EPLAS is not merely a standalone water bottle seller; it is part of Ee Jia Housewares (M) Sdn. Bhd. ("EJ"), which owns multiple brands. EJ proudly owns several brands, including EPLAS, EPLAS BABY (an extension of the EPLAS brand for baby products), ECO LIVING, HOME PERFECT, SO CLEAR, and INPLUS. The EPLAS Slogan is: FOR LOVE, FOR LIFE. Did You Know? ee-jia.com Eplas Malaysia eplas.my eplasmalaysia
26 Superbrands Volume 16 Market Extra Space Asia is the leading self-storage operator in Asia, offering secure and modern storage solutions to individuals and businesses in densely populated cities. Headquartered in Singapore, the company has established a strong regional presence with close to 3 million square feet of gross floor area across about 100 facilities in seven key gateway cities—Singapore, Hong Kong, Kuala Lumpur, Osaka, Seoul, Taipei and Tokyo. Achievements Since its inception in 2007, Extra Space Asia has grown into one of the region’s foremost self-storage operators, serving over 80,000 customers across Asia with reliable, flexible, and affordable storage solutions for both personal and business use. In 2024, Extra Space Asia has a strategic alliance with Ambitious Co. Ltd., Japan’s largest indoor self-storage manager. This partnership represents a key milestone, with the acquisition of four facilities in Osaka and plans for two additional locations in Tokyo. Together with Keiyo Logistics Co. Ltd. (“Privatebox by Extra Space”), this collaboration enhances the growth strategy, focusing on high-quality assets in densely populated cities. The company portfolio in Japan now comprises 14 facilities spanning over 60,000 sq. ft., with plans to triple its scale to over JPY12 billion in the near future. Extra Space Asia’s excellence has been recognised with the title of “Singapore’s Favourite Self-Storage Brand” for the 8th consecutive year, reaffirming its position as the preferred self-storage provider among customers. History The brand’s international expansion began with its entry into Korea in 2010, followed by Malaysia in 2012 and Hong Kong in 2015. In a strategic move in 2014, Extra Space Asia acquired a majority stake in Taiwan’s leading self-storage operator, rebranding it as “Storeasy by Extra Space.” In 2018, Extra Space Asia partnered with Keiyo Logistics, a key player in Japan’s selfstorage industry, to enter the Japanese market. Facilities owned by Extra Space Asia in Japan are managed by Keiyo Logistics under the brand “Private Box by Extra Space.” In 2022, Dutch pension fund manager APG Asset Management N.V. (APG) and Singaporelisted real estate company CapitaLand Investment (CLI) formed a joint venture to invest in Extra Space Asia Self-Storage. The company remains committed to its strategic growth, expanding its presence in both existing and new markets. With ambitious plans already in motion, Extra Space Asia continues to strengthen its position as a leading self-storage provider across the region. Product Extra Space Asia offers a wide range of selfstorage solutions tailored to meet the diverse
2 7 Singapore’s Strongest Brands needs of individuals and businesses. Customers can choose from storage units ranging from 6 to 500 square feet, ensuring the perfect fit for their requirements. To prioritise convenience and security, Extra Space Asia provides temperaturecontrolled options and equips its facilities with 24-hour surveillance and personalised access controls. The company also offers wine lockers and walk-in cellars with professional-grade shelving maintained at optimal temperatures and humidity levels in Singapore, Malaysia, and Taiwan. Extra Space Asia diversifies its services to cater to evolving lifestyle needs, including drive-up storage for easy loading, premium storage with enhanced amenities, e-Valet for convenient box delivery and return, and e-Move for comprehensive moving solutions. In addition to these core offerings, Extra Space Asia also introduces innovative solutions like Smart Storage, which uses the Yes! App for effortless unit access via smartphones and allows for secure and temporary access sharing. Through these innovations, the company demonstrates its commitment to customer-centric services and futureforward features, positioning itself as a leader in the storage industry. Recent Developments Extra Space Asia Self Storage continues to innovate in response to evolving customer needs across the region. Most recently, the company launched BIZplus+ at its Commonwealth facility in Singapore—a new flexible workspace designed to support startups, SMEs, and MNCs, including those in eCommerce. This value-added service features business class seats, private office suites, meeting rooms, event space, a fully equipped photo and LIVE studio, coupled with convenient access to nearby storage units, offering a seamless, all-in-one environment to work, store, and grow. To provide greater accessibility and convenience, Extra Space Asia has also introduced a 24/7 Instant Reservation Portal in Singapore, Malaysia, and Korea. This digital platform allows customers to browse available units and make real-time bookings at their time of convenience, removing traditional barriers and aligning with today’s on-demand expectations. Promotion To support both new and existing customers, Extra Space Asia has enhanced its digital experience with the launch of an AI-powered chatbot. This virtual assistant provides 24/7 guidance, helping users better understand selfstorage, explore available options, and obtain instant quotes and get support—all conveniently accessible from their devices. In line with SG60 initiative and campaigns celebrating Singapore’s national birthday, Extra Space Asia continues to strengthen its position as a proud local Singapore brand committed to serving the community with innovative and customer-centric solutions. Brand Values Extra Space Asia is the first self-storage operator in Southeast Asia to achieve the globally recognised EDGE Green Building Certification by the IFC (World Bank Group), with 84% of its owned facilities certified, including 74% at the higher EDGE Advanced level. This achievement reflects the brand’s commitment to sustainability, energy efficiency, and responsible growth across Singapore, Malaysia, Korea, and Japan. Embracing innovation, Extra Space Asia integrates AI-powered systems to streamline utility data collection and uses environmental sensors to monitor storage conditions—ensuring smarter operations and meeting stringent green building standards. The company is also dedicated to embedding advanced innovation in its facilities through smart building features and a robust cybersecurity framework, including surveillance and firewall endpoints. Extra Space Asia has obtained cybersecurity certification from the Cyber Security Agency of Singapore, underscoring its commitment to secure, futureready storage solutions. With tools like smart reservation portals and AI chatbots, the brand continues to lead the way in delivering modern, eco-conscious storage experiences. Extra Space Commonwealth is uniquely housed in Singapore’s first flatted factory, blending historical heritage with modern storage solutions. Extra Space Tai Seng is Singapore’s first truly unmanned self-storage building, allowing customers to independently view storage units and move in anytime—no appointments or waiting required. Extra Space Asia is proud to be the first self-storage brand in Southeast Asia to achieve EDGE Green Building Certification, reinforcing its commitment to sustainable operations. Extra Space Asia team is made up of passionate individuals across a wide age range, including marathon runners and competitive cyclists, bringing a dynamic and energetic spirit to the business. Did You Know? extraspaceasia.com extraspaceselfstorage extra-space-asia extraspaceasiaselfstorage.sg
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