S'pore Heritage Brands Hope to Get Business Boost From New Scheme

They will receive help with branding, marketing and consultancy services

- Chin Soo Fang

A treasure trove of antiques dating back to the Ming Dynasty – from teapots to snuff bottles – greets visitors to Chan Ngee in South Bridge Road.

The antique store was set up in 1969 as a ceramics and crafts wholesaler by Mr Goh Yong Chiang. Today, the 88-year-old runs the heritage business with his son, Mr Goh Seng Ngee, who joined him in the 1990s.

The store is one of more than 80 applicants for the SG Heritage Business Scheme, launched by the National Heritage Board (NHB) in March. To qualify, businesses must have operated in Singapore for at least 30 years and be located within the central area, among other conditions.

Those selected for the scheme will get help with branding, marketing and consultancy services. They can also use a specially designed SG Heritage Business mark on their marketing channels. Awardees will be announced in the third quarter of 2025.

Mr Goh Seng Ngee, 50, hopes Chan Ngee will be able to tap the scheme to attract younger customers. For now, his clientele is mostly regular collectors and tourists, especially ones from China.

"Traditional businesses like ours face challenges of high business operating costs, have limited exposure and may not be able to keep up with technology," he said. "We need to strike a balance between preserving our heritage and history, and evolving with the times to stay relevant."

Mr Keerthi Rajendran, 39, and Mr Karthigayan Venkatesan, 40, who are co-owners of Gandhi Restaurant in Little India, have similar hopes for the scheme.