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The Asian playbook for global brands no longer works

Consumer behaviour across the region has diverged

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    • Some global consumer brands have exited, yet other international brands such as Chick-fil-A have entered or are expanding in Singapore.
    • Some global consumer brands have exited, yet other international brands such as Chick-fil-A have entered or are expanding in Singapore. PHOTO: BT FILE

    Udai Kunzru

    Published Mon, Jun 22, 2026 · 07:00 AM

    GLOBAL consumer brands in Singapore are moving in two directions at the same time.

    Some are exiting after years of weak traction. Gap and Banana Republic closed their stores in 2018. They were followed by Topshop and Topman in 2020. Eggslut exited in 2025. Earlier in 2026, Pull & Bear shut its last Singapore outlet.

    Yet, other international brands are entering or expanding in the country. Chick-fil-A opened its first Asian outlet in Singapore in December 2025. Chipotle is preparing to set foot on the island. Australian luxury label Zimmermann unveiled its first South-east Asia boutique at Paragon. 

    Consumer goodsConsumer behaviourBrandingRetail

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