(Clockwise from top left) Singapulah owner Ellen Chew, Old Chang Kee UK director Sandra Leong, and food offerings from Old Chang Kee UK and Singapulah. — The Straits Times
SINGAPORE: Theatregoers and tourists in London’s glittering West End looking for a bite before the shows are making their way to a Singapore-style eatery serving bak chor mee, wonton mee, char kway teow and other favourites.
Called Singapulah, the restaurant is decked out with items such as Milo tins and an old orange telephone and showcases Singapore brands which change every six months, to give local household names like Dodo fish balls and Hiap Giap noodles a chance to shine abroad.
With globally changing appetites and a growing desire for authenticity, there might be more opportunities for the Singapore taste profile to be taken abroad, including in London, where new offerings are finding a place among the old favourites of salads, sandwiches and sausage rolls.
Enterprise Singapore director for Europe Alan Yeo said he believes it is “the right time” for Singapore’s eateries and food manufacturers to tap into the demand.
“There’s a desire among the younger people, especially in Britain, to try new things.
“Post-Covid, people have become very adventurous, ordering online and getting into new food, and we see that as a unique opportunity,” he said.
Jay Sim, business development director of restaurant group Chew On This, which owns Singapulah, agreed.
“The British palette has changed significantly over the years,” he said.
“Previously, when we started Singapore and Malaysian restaurant, Rasa Sayang in London in 2008, we got complaints when we served a whole sambal sea bass because customers found it disgusting that the head was still there.”
Patrons also thought the pink, gelatinous chicken meat in chicken rice was uncooked.
“But over the years, with the Internet and travel shows on Netflix, such things boost the want and desire to eat things that are authentic.
“So nowadays, the head on the fish is a sign that it is the real deal.
“In London, the perception is quickly changing, so a lot of authentic concepts are now primed for popularity,” he said. — The Straits Times/ANN
