Tasty Singapore food truck brings local brands to Manila malls
MANILA — Singaporean food and lifestyle brands are set to take the spotlight in Manila as the Tasty Singapore food truck visits three shopping malls from November 12 to December 20, offering visitors a chance to sample products, shop and win a trip to Singapore.
The mobile pop-up will make stops at Estancia Mall, Ayala Malls Manila Bay and One Ayala, featuring more than 10 homegrown Singaporean brands. The initiative is part of Tasty Singapore, a campaign by Enterprise Singapore (EnterpriseSG), the government agency responsible for developing Singaporean businesses.
The Philippines’ growing modern retail sector and appetite for international food products make it an important market for Singaporean packaged food brands, EnterpriseSG said. The food truck aims to introduce these products directly to Filipino consumers while providing opportunities for participating companies to expand their presence in the country.
“Food is how Singapore says hello,” said Sharon Tay, director of food manufacturing and agritech at Enterprise Singapore. “With Tasty Singapore, we want to bring the flavors and tastes that Singaporeans grew up with and trust, straight to your tables.”
The food truck will feature a curated menu of Singaporean packaged food products adapted for Filipino consumers.
Participating brands include Bee Cheng Hiang, BoBo by Ha Li Fa, Chee Seng Sesame Oil, IRVINS, Lim Kee, Oatbedient, OATSIDE, Prima Taste, Sin Mui Heng, Spring Home by Tee Yih Jia and Tai Hua Food Industries.
Singaporean ice cream brand Udders will also join the showcase with an ice cream cart where visitors can personalize their cup sleeves.
The pop-up will feature four areas designed to give visitors different ways to explore Singaporean food products. The Truck will serve dishes prepared using featured products, while The Shop will offer items for purchase. Visitors can also play games at The Alley and relax with friends and family at The Veranda.
Visitors can collect a Tasty Singapore Road Log upon registration and earn stamps by visiting the different zones. Those who follow Tasty Singapore on social media, share a post and complete a short survey can claim a limited-edition Merli plush key ring. The collectible is limited to the first 200 completed Road Logs at each location.
One visitor at each mall will also find a hidden Golden Ticket, which comes with a round-trip economy-class flight to Singapore and a curated food trail experience.
The Tasty Singapore food truck will visit the following locations:
Estancia Mall: Nov. 12-22, Main Wing, Level 1, Unit 114, Capital Commons. Open 10 a.m. to 9 p.m. Monday to Thursday and 10 a.m. to 10 p.m. Friday to Sunday.
Ayala Malls Manila Bay: Dec. 1-10, ground floor, Mall Main Building Activity Area. Open 10 a.m. to 9 p.m. Monday to Thursday and 10 a.m. to 10 p.m. Friday to Sunday.
One Ayala: Dec. 14-20, Upper Ground Floor, Concourse B, Makati. Open 10 a.m. to 9 p.m. daily.