Singapore’s beloved F&B chain to bring Hainanese flavors to China, the Philippines, and Indonesia.
The Hainan Story, a home-grown food and beverage (F&B) brand, is set to open its first two overseas outlets in China and the Philippines in 2025. Founded in December 2020 by Lem Cheong as a tribute to his late Hainanese grandmother’s recipes, the chain has grown rapidly to 13 outlets in Singapore, spanning restaurant, bakery, coffee house, and takeaway concepts.
With Singapore nearing “saturation point,” according to Cheong, international expansion is the logical next step. In addition to its ventures into China and the Philippines, the brand also plans to enter the Indonesian market and introduce ready-to-eat versions of its signature dishes and beverages.
China holds particular significance for the brand, as it represents a return to the roots of Hainanese cuisine. This expansion not only pays homage to its heritage but also showcases Singapore’s unique take on Hainanese dishes, such as Hainanese chicken rice and kaya toast, on the global stage.
Lem Cheong views this move as an opportunity to establish The Hainan Story as a global ambassador for Singaporean cuisine, blending nostalgia with innovation. The chain’s foray into ready-to-eat products aims to reach a broader customer base, catering to both local and international markets.
As the F&B industry continues to recover and adapt post-pandemic, The Hainan Story’s bold steps illustrate the potential for Singapore SMEs to grow beyond domestic borders.
