From curry puffs to medicated oil: Singapore heritage brands look to China at Shanghai expo

The annual China International Import Expo (CIIE) in Shanghai welcomed over 54 Singaporean businesses for four days in November 2026. Among them was Heritage Tanglin Puff, a food business that showcased its signature curry puff, aiming to introduce its products to Chinese consumers and potential business partners. The team led by Ray Ng prepared and packaged thousands of puffs for the expo, which sold out within days.

Ng, inspired by his father's ambition, has expanded the business to 12 outlets in Singapore and automated half of its production process.

Another Singapore exhibitor was See Hai Tat Medical Hall, a fourth-generation business that displayed its roll-on aroma oil. Founder Tan Yu Chuan sought to modernize the traditional medicated oil, creating scented roll-ons like lavender and orchid that catered to younger consumers. The product received favorable feedback at the expo, with Chinese visitors praising its aroma and potential for pairing with Chinese-style tea like Pu'er.

China International Import Expo has become an essential platform for Singaporean businesses to expand their presence in China, with the event generating a cumulative trade value of $533 million since its inception in 2018. The country's reputation for quality and trust in its brands could provide an advantage for Singaporean companies seeking to enter the Chinese market.