Their Conceptual Kopitiam: Something for Everyone
Heng Suay LLP, co-founded by Shannon Eden Sng and Mary-Anne Hia, is redefining the concept of local merchandise with their innovative store, Heng Suay Eating House. Contrary to its name, this is not a place to grab a bite but a creative hub offering products that represent the authentic Singaporean identity, moving beyond typical touristy trinkets like Merlion statues and food-themed souvenirs. Their mission is to evoke nostalgia and bring lesser-known aspects of Singaporean culture to the forefront, creating items that locals can connect with and celebrate.
Origins and Inspiration
The idea for Heng Suay was born out of a shared desire for a creative outlet and a passion for craftsmanship. Both Shannon and Mary-Anne have extensive backgrounds in the entertainment/crafting industry, particularly in props and costume design, having worked on projects in Universal Studios Singapore and the international tour of “The Lion King.” The pair realized that their skills and experience could translate into a successful business venture. After a long phone call in December 2023, Heng Suay was conceptualized within the day and officially launched by January 2024.
“Having a creative outlet as part of the job is important for us. From the beginning, we knew that a steady job in entertainment wasn’t always an option. While our time at Universal Studios Singapore and the Lion King was stable and comfortable, it wasn’t a long-term solution. We spent a lot of time doing work to make money, but there was no creative outlet, and we weren’t satisfied at all. The only way to freely make things is through running your own company which is what we did with Heng Suay. Given the richness of Singaporean culture, we have endless ideas for new products”, Shannon explains. This philosophy is central to their business, driving them to produce items that resonate with true Singaporean culture.
Crafting Unique Products
Heng Suay stands out in the competitive market of local merchandise by daring to be different. They create handmade products that are quirky, fun, and authentically Singaporean. From keychains shaped like green rubbish bins to “kimzua” offering cans and “huat” tote bags, their merchandise aims to capture the attention and spark memories for locals.
“We want our products to be relatable not in a touristy sense, but in a way that Singaporeans can see them and laugh about it,” says Mary-Anne. “It’s about preserving stories and sparking conversations. So, we observe things in the streets and think: Why hasn’t this been done before? Then, we take the initiative to create it. We aim to make things that Singaporeans will find funny and relatable. It often translates well into products like tote bags, keychains, or table displays. We collectively review and agree on the designs before producing them.”
Challenges and Growth
Despite their enthusiasm, Shannon and Mary-Anne face significant logistical challenges, particularly with transporting their products to various booths around the city. Utilizing services like GoGoVan, they often find themselves riding alongside their merchandise to ensure everything arrives safely. However, they view these issues as mere inconveniences rather than huge challenges.
A significant milestone for Heng Suay was acquiring their own workshop, transitioning from a work-from-home setup to a dedicated space where they can innovate and create more efficiently. Their strategy includes evaluating the success of each booth, considering the potential for more frequent weekend appearances, balancing other commission projects for revenue and scaling up production as demand increases.
Mary-Anne: “We’re approaching Heng Suay with a freelance mindset, knowing that if we don’t make money yet, we have to find it elsewhere. For now, we need to cover our rent, at the bare minimum. Beyond that, we aim to produce more and to create something new each time we set up a booth. This helps us increase the number of products we have available and allows us to grow. We can’t just have 20 items on the table; our SKU needs to increase.”
The Journey Ahead
Looking forward, Shannon and Mary-Anne have ambitious plans for Heng Suay. They aim to expand their booth presence, increase their product range, and eventually establish a retail space and distribution. Their immediate focus is on the upcoming booths in June and July, which will determine the feasibility of their growth strategies.
“We want to make Heng Suay’s merchandise store a full-time business for us, and slowly drop the focus on commissioned crafting.” Shannon states. “We are balancing between the merchandise as well as crafting commissions for clients. We’re driven by our desire to create, to share, and to celebrate what makes Singapore unique.”
Advice for Aspiring Entrepreneurs
For those considering a similar path, Shannon emphasizes the importance of dedication: “If you’re not willing to put in 12 to 18 hours a day to get things running, don’t do it. I assume most businesses aim to scale into bigger SMEs. I would advise adopting a freelancer mindset. Even if you skip work for one day, your inventory and rental costs are still running. You need to make the most of these expenses. Stay hungry and pace yourself.” Mary-Anne adds a note of caution about the financial realities: “Returns are not fast, it’s not a cash grab. People often don’t realize the upfront costs and planning required.”
Catch Heng Suay Eating House
Heng Suay Eating House is more than just a merchandise store; it’s a celebration of Singaporean culture through the eyes of its founders. Shannon and Mary-Anne are not just entrepreneurs but storytellers, using their products to keep the essence of Singapore alive and relatable. Keep a lookout for them on their social media and website for their products and pop-up locations:
Visit their website at: https://hengsuay.com
Follow their Instagram: @hengsuayeatinghouse
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