The New Faces of Singapore Inc: Smart, Sustainable and Uniquely Singaporean
As Singapore’s National Day approaches, it's a perfect moment to highlight the remarkable achievements of homegrown businesses that embody the city-state's spirit of derring-do, combined with a unique blend of east-meets-west smarts.
This year, we shine a spotlight on five standout companies that are redefining what it means to build a homegrown business with global aspirations. Join us as we take a peek into what makes companies like BuzzAR, Hegen, SOJAO, FUR, and Sunday Staples tick.
(Editor’s note: This is part of a series of stories that will take a deep look at how these new Singaporean businesses are using their unique competitive edge in the tiny island of Singapore, with their sights set on nothing less than to be a globally-recognized brand. We’ll be updating this starter story with links on the companies we are profiling, so watch this space!)
BuzzAR: Pioneering Augmented Reality Solutions
BuzzAR is revolutionizing the augmented reality (AR) industry with its cutting-edge solutions. Co-founded by Ken Lim and Bell Beh, BuzzAR was established in 2018 in Singapore. This is not the pair’s first rodeo; they are childhood friends who previously co-founded Play Spirit Limited. Ken Lim’s entrepreneurial journey began at 18 in a university dorm in Germany, where he and his friends developed over 20 games and achieved over 1 million in revenue by 2015.
Meanwhile, Bell Beh, originally the Compliance Counsel at Marina Bay Sands, transformed her passion for spatial computing and VR into a profession by founding Play Spirit in 2015 and BuzzAR in 2018.
BuzzAR specializes in location-based AR solutions tailored for retail and commerce, enhancing consumer experiences through immersive technology. The company also introduced the HappyToon App, which allows users to create animated avatars and cartoon videos from selfies and photos, creating fun avatars for some of Singapore’s favorite celebrities like Lisa of Blackpink, Ed Sheeran, and more.
BuzzAR’s vision is to augment both places and faces, making it a pioneering force in the evolution of AR and metaverse technologies. In 2022, BuzzAR raised US$3.8 million in seed funding from F50 Elevate to transition into the metaverse space with CryptoToon, a Web 3.0 platform that empowers users to create, own and trade digital assets.
FUR: Innovating Pet Care with a Focus on Wellness
FUR is revolutionizing the pet care industry with a focus on innovative grooming solutions that prioritize the well-being of the pets of Singapawrents. FUR’s product line includes grooming tools and care products designed to enhance the health and comfort of pets.
Their emphasis on effective, comfortable grooming solutions demonstrates a deep understanding of pet care needs, combining functionality with thoughtful design. FUR’s approach to pet wellness is setting new standards in the industry, highlighting Singapore’s growing influence in specialized consumer markets.
Hegen: Redefining Baby Care with Innovation and Sustainability
Hegen, a multiple award-winning homegrown brand founded in 2015, is dedicated to enhancing the breastfeeding journey for parents worldwide. The brand was established to address the challenges many mothers face in sustaining breastfeeding due to the demands of modern lifestyles.
According to the World Health Organization, only 21% of mothers manage to continue breastfeeding for six months or more, despite 95% initiating it. This is often due to difficulties in balancing work with an intense feeding routine or maintaining milk supply under stress – something that Yvon Bock, Hegen’s founder, is keenly aware of, being a full-time working mum of four knows very well.
Hegen aims to support women in continuing the priceless experience of breastfeeding through well-designed, functional products. Their name, derived from the German idiom "hegen und pflegen'' meaning "to cherish and nurture with care," reflects their commitment to making a positive impact on their customers and the global industry. Hegen’s design philosophy — simple, practical, and innovative — ensures that every minute saved from assembling or cleaning bottles is a minute more for parents to bond with their child.
SOJAO: Embracing Sustainability with Style
SOJAO embodies an emerging consciousness among Singaporeans who are committed to sustainable and ethical consumerism through its organic and eco-friendly bedding and home essentials.
By combining luxury with environmental responsibility, SOJAO offers products made from natural, sustainable materials, ensuring comfort while minimizing ecological impact. Their bedding is made from organic cotton, which uses less water and fewer chemicals than conventional cotton, highlighting their dedication to eco-friendly practices.
SOJAO’s products are manufactured in certified factories that prioritize workers' rights and environmental sustainability. Their transparency in the supply chain and commitment to fair labor practices set a benchmark for ethical business operations. By educating consumers about the importance of sustainable living, SOJAO is fostering a community of informed and responsible consumers.
Sunday Staples: Chic, Comfortable Footwear and Handbags
Meet Sunday Staples, the game-changer in Singapore's fashion scene since 2019! Co-founded by the dynamic duo, Cherri Wong and Maurice Bay, they’re all about bringing you the chicest and comfiest women’s footwear and handbags. Revolutionizing semi-casual shoes, they mix style with unbeatable comfort, setting a whole new trend in women's fashion.
Sunday Staples caters to the high demand for fashionable and practical footwear for city dwellers in Southeast Asia. With the region’s footwear market projected to reach USD 10.7 billion by 2026 (with a CAGR of 7.6%),
Sunday Staples is capitalizing on the rising consumer spending in fashion and the growing disposable incomes driving demand for stylish and high-quality accessories.
A Nation’s Pride
As we celebrate Singapore’s National Day, it’s inspiring to see how these homegrown businesses—BuzzAR, Hegen, SOJAO, FUR, and Sunday Staples—are making their mark on the global stage.
Each company’s dedication to innovation, sustainability, and excellence is a testament to Singapore’s entrepreneurial spirit and growing influence in various industries.
Did we miss any companies that you think should be on this list as well? Reach out to us and let us tell their story too! Here’s to their continued success and to the spirit of creativity and resilience that defines Singapore. Happy National Day!