Lau Pa Sat earns F&B Brand of the Year at Retail Asia Awards 2026

The hawker destination expanded its reach through pop culture campaigns, diplomatic visits, and food events.

Lau Pa Sat received the F&B Brand of the Year - Singapore category win at the Retail Asia Awards 2026 for its campaigns and public activations that combined heritage dining with entertainment, tourism, and community events. The recognition followed a year of collaborations, themed experiences, and international attention that contributed to more than 6.5 million annual visitors and approximately 300 million media impressions.

Managed by FairPrice Group’s Kopitiam, the 130-year-old hawker centre houses more than 80 food stalls and remains Singapore’s only hawker centre located within a gazetted national monument. Its “Feast for the Senses” anniversary campaign featured augmented reality and virtual reality experiences alongside local art showcases, contributing to a 37% increase in Instagram followers and a reach of 1.3 million.

Several large-scale events shaped Lau Pa Sat’s 2025 campaign calendar. During Ramadan, the destination launched Iftar promotions across 19 halal-certified stalls. In May, French President Emmanuel Macron and Prime Minister Lawrence Wong visited Satay Street, drawing attention from local diners and international media.

Entertainment-led campaigns also expanded its audience reach. The “Hawker Mayhem” activation coincided with Lady Gaga’s Singapore concerts and included themed food items, installations, and fan activities. Later in the year, the “In Your Area” campaign introduced Korean-inspired displays, performances, and themed menu items ahead of BlackPink’s tour stop in Singapore. Both campaigns generated strong engagement across social media platforms and local coverage.

As part of Singapore’s SG60 celebrations, Lau Pa Sat collaborated with Tiong Bahru Bakery on a menu inspired by local hawker dishes. The partnership introduced satay-infused pastries and desserts using a co-developed satay sauce created with Lau Pa Sat.

The destination also partnered with the Standard Chartered Singapore Marathon for “Roti, Set, Go!,” described as Singapore’s first hawker carbo-loading party. The two-night event featured unlimited servings of local dishes, including mee goreng, prata, and Hainanese chicken rice, alongside interactive activities for marathon participants and visitors.

Its campaigns generated more than $8.5m in PR value and achieved 98.9% positive sentiment rate across media and social platforms.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].