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Instagram reels, ‘passports’ and neon signs: Nanyang Poly students help heartland merchants attract younger consumers

In the annual Heartland Innovation Challenge, 14 merchants team up with students to co-create business solutions

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Benjamin Liu

Published Wed, Sep 3, 2025 · 04:52 PM
    • FMAS president Yeo Hiang Meng (third from left) and Nanyang Polytechnic principal and CEO Russell Chan (fourth from left) viewing the prototype business solutions of a heartland merchant.
    • FMAS president Yeo Hiang Meng (third from left) and Nanyang Polytechnic principal and CEO Russell Chan (fourth from left) viewing the prototype business solutions of a heartland merchant. PHOTO: FMAS

    DeeperDive is a beta AI feature. Refer to full articles for the facts.

    TO ATTRACT younger customers, heartland merchants are experimenting with Instagram reels of electric fans and passport-style loyalty cards, in collaboration with Nanyang Polytechnic students.

    These were the winning ideas in this year’s Heartland Innovation Challenge, which ran from April till the award ceremony on Aug 29.

    Held annually since 2021 by the Federation of Merchants’ Associations, Singapore (FMAS), the challenge provides a platform for students and heartland enterprises to co-develop prototypes of business solutions.

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