Singapore firms cash in on Chinese consumers’ appetite for experiences
From immersive dining to interactive exhibitions, Singapore companies are finding new ways to attract customers in China.
Singapore-based businesses are capitalizing on Chinese consumers' penchant for experiences, from immersive dining ventures to interactive exhibitions. In Shanghai, Xuyan, an immersive dinner theatre, offers customers an eight-course meal intertwined with theatrical performances and Tang dynasty attire rentals. The dress-up package costs an additional S$55 (US$43), with seats reaching up to S$133.
Xuyan's success hinges on providing more than just a meal, says its global partner and chief creative officer, Rick Garson. The "dinnertainment" concept appeals to customers seeking both cultural experiences and entertainment. Its popularity extends to international tourists, accounting for nearly half of the diners.
Malls in China are adopting unique experiences to attract shoppers as online retail dominates the market. CapitaLand, a Singapore property developer, has integrated immersive concepts within its Raffles City The Bund mall in Shanghai, such as a food court recreating 1990s Shanghai and a British-style tennis club. CapitaLand's CEO, Ervin Yeo, emphasizes the importance of offering an experiential aspect to shopping, noting the trend's global prevalence.
Despite weak consumer spending, CapitaLand remains confident in China's long-term potential and continues to invest in the country, managing 49 malls with occupancy rates above 94 per cent and growing footfall and sales. Singapore's entertainment company, Neon, is also leveraging China's appetite for experiences through exhibitions like an immersive Machu Picchu showcase at the Shanghai Museum, employing virtual reality and multisensory installations to captivate visitors.
Written by urgent.news from Channel News Asia's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
