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Winning Chinese Tourists: Insights from SCCCI x FY Ads x Meituan Dianping Event

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Singapore’s tourism and retail industries are undergoing a transformation, with Chinese tourists increasingly relying on digital platforms like Meituan Dianping and Xiaohongshu to plan their trips.

SINGAPORE, March 18, 2025 /PRNewswire/ — Singapore’s tourism and retail industries are undergoing a transformation, with Chinese tourists increasingly relying on digital platforms like Meituan Dianping and Xiaohongshu to plan their trips. Recognizing this shift, FY Ads—the leader in cross-border marketing and the official overseas partner of both Meituan Dianping and Xiaohongshu—partnered with the Singapore Chinese Chamber of Commerce & Industry (SCCCI) and Meituan Dianping to host an exclusive industry event aimed at helping local businesses capitalize on this opportunity.

A Landmark Event for Singapore Businesses

On February 26, 2025, business leaders from Singapore’s F&B, retail, and hospitality sectors gathered at the SCCIOB Theatre for an insightful session on how to leverage Meituan Dianping to attract and convert Chinese tourists into loyal customers. The event, featuring expert speakers and real-world case studies, provided attendees with actionable strategies to enhance their digital presence and drive foot traffic.

Key Takeaways from the Event

1. Why Digital Trust is Crucial for Chinese Consumers
FY Ads’ CEO Linda Chen emphasized that Chinese tourists prioritize online reviews and trusted digital platforms, with research showing that 92% of Chinese travelers rely on online recommendations before making travel decisions. Unlike Western travelers, they rarely make spontaneous decisions, instead relying on user-generated content and social proof from platforms like Meituan Dianping and Xiaohongshu.

2. The Power of Meituan Dianping in Influencing Chinese Tourists
Hana Zhang, Global Business Director at Meituan Dianping, shared exclusive insights into how over 80% of Chinese tourists research their travel destinations on Meituan Dianping before arrival. With millions of active users searching for dining, shopping, and lifestyle recommendations daily, businesses with optimized Meituan Dianping profiles enjoy significantly higher visibility and sales.

3. Proven Success Stories: How Singapore Brands Are Winning on Chinese Platforms
The event highlighted real-world success stories, featuring brands like Raffles Hotel, TWG Tea, Dian Xiao Er, and Song Fa Bak Kut Teh, which have successfully engaged Chinese tourists through Meituan Dianping. Many businesses have seen a 30-50% increase in foot traffic and revenue by using digital strategies tailored to the Chinese market.

4. A New Era for Singapore’s Tourism & Retail Sectors
As Chinese inbound tourism continues to grow in 2025, businesses that fail to establish a presence on key Chinese platforms risk missing out on a massive consumer base. The event made it clear that adapting to the digital habits of Chinese travelers is no longer optional—it’s essential for sustained growth.

Businesses that act early will gain a first-mover advantage, securing brand loyalty among Chinese tourists before competitors catch up.

FY Ads: The Leading Cross-Border Marketing Agency

As the leader in cross-border marketing and the official overseas partner of Meituan Dianping and Xiaohongshu, FY Ads stands out by offering exclusive access to insider platform analytics, direct integration capabilities, and customized marketing solutions that help businesses achieve measurable growth in the Chinese market. Unlike other agencies, FY Ads provides direct partnerships, exclusive insights, and proven strategies to ensure maximum visibility and engagement for businesses targeting Chinese consumers.

“Our goal is to bridge the gap between Singapore businesses and Chinese tourists through the platforms they trust most,” said Linda Chen, CEO of FY Ads. “By leveraging our partnerships with Meituan Dianping and Xiaohongshu, we empower businesses to increase visibility, engagement, and revenue in the Chinese market.”

The Future of Chinese Tourism in Singapore

With Chinese tourism on the rise, businesses must act now to establish a strong presence on Meituan Dianping and Xiaohongshu. Don’t wait—early adopters will gain the first-mover advantage in capturing this growing market. Those who embrace digital-first strategies tailored to Chinese consumers will dominate the post-pandemic tourism boom.

For companies looking to maximize their reach and revenue, FY Ads offers expert consultation and execution strategies tailored to these platforms. Now is the time to act—businesses that take initiative today will be at the forefront of the booming Chinese tourism market.

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Trading training alignment comes through partnerships

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Vietnam is taking decisive steps towards establishing a domestic trading system as part of its commitment to reducing greenhouse gas emissions and achieving net-zero emissions by 2050.

Trading training alignment comes through partnerships
John Robert Cotton, senior programme manager Southeast Asia Energy Transition Partnership

As Vietnam moves towards piloting Emissions Trading System (ETS) from 2025, followed by full implementation in 2029 and eventual integration with international carbon markets in 2030, continued training and capacity-building efforts will be essential. Several strategies can be pursued to sustain its impact.

One of the most significant initiatives supporting this transition has been the ETS Training and Simulation Programme, implemented through the Southeast Asia Energy Transition Partnership (ETP) under the United Nations Office for Project Services (UNOPS). This has enhanced the capacity of key stakeholders, raising awareness and providing practical experience in emissions trading mechanisms.

At the forefront of Vietnam’s efforts to develop its carbon market is the Department of Climate Change under the Ministry of Agriculture and Environment. Responsible for designing climate change policies and overseeing carbon market development, the department plays a pivotal role in shaping the country’s climate action strategy.

The UNOPS and ETP are providing technical support and capacity-building initiatives to help Vietnam develop its carbon market and achieve its climate goals. This partnership is strengthening institutional readiness and aligning Vietnam’s framework with best practices.

An ETS operates on a cap-and-trade principle, where a limit is set on total emissions allowed from specific sectors or industries. Companies receive or purchase emission allowances, which they can trade with others depending on their emission levels. This market-based approach provides a financial incentive for industries to reduce their emissions in the most cost-effective way.

By setting a progressively declining cap, an ETS ensures a gradual reduction in emissions over time, supporting national climate goals. To date, more than 30 ETSs have been implemented worldwide, covering major economies such as the European Union, China, and South Korea. Vietnam is following a phased approach to developing its ETS, beginning with a pilot phase from 2025 to 2028, leading to full implementation in 2029 and international market integration by 2030.

The ETS Training and Simulation Programme in Vietnam has exceeded expectations in terms of reach and impact. Initially planned for four training sessions, the high demand and success of the early sessions led to an expansion to six sessions in Hanoi and Ho Chi Minh City in 2024. In total, 657 participants from various sectors engaged in the initiative. Over 80 per cent of attendees rated the training as highly beneficial, particularly valuing the interactive components and hands-on CarbonSim simulation exercises.

Through this training, participants gained essential skills and knowledge in understanding ETS principles, carbon pricing mechanisms, and emissions trading strategies. They also developed expertise in mastering key regulatory requirements for compliance with Vietnam’s forthcoming carbon market and learned how to participate in carbon trading, including cap setting, allowance allocation, and market transactions.

Furthermore, the training provided participants with strategic decision-making skills to optimise emissions reduction costs while ensuring regulatory compliance.

The programme played a crucial role in strengthening ETS readiness across various agencies, organisations, and businesses in Vietnam. Before the training, knowledge gaps existed among many stakeholders, particularly regarding market mechanisms and regulatory frameworks. Surveys conducted before and after training showed significant improvements in participants’ understanding.

Confidence in explaining carbon pricing increased considerably, and awareness of trading mechanisms, including auctions and over-the-counter markets, also improved significantly. The perception of ETS as essential for Vietnam’s climate goals grew stronger among participants.

A highlight of the training was the use of the CarbonSim tool, which allowed participants to engage in a realistic trading environment. These simulations effectively modelled core components such as cap setting, allowance allocation, trading mechanisms, and compliance requirements. The training helped stakeholders improve their understanding of the carbon market and ETS in both theoretical and practical aspects.

The programme successfully met its objectives of enhancing ETS literacy, strengthening institutional capacity, and preparing stakeholders for the upcoming carbon market. Increased recognition as a cost-effective emissions reduction tool was evident, and stronger confidence among stakeholders to navigate its compliance frameworks and trading strategies was observed.

Developing a network of trained professionals who can serve as future trainers will be instrumental in expanding the programme’s reach. Leveraging international partnerships and collaborating with established ETS markets will ensure that Vietnam remains aligned with global best practices. Encouraging government agencies to integrate such training into broader climate policy initiatives will further ensure long-term sustainability.

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Work starts at $35 mln Singapore-invested sport gear factory

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Outdoor Gear Vietnam, under Singapore-incorporated Outdoor Gear, kicked off the construction of a VND900 billion ($35.3 million) sport gear factory in Vietnam’s central province of Thanh Hoa on Monday.

Covering 10.3 hectares in Nga Son district, the factory features eight production lines and can employ 5,000 people. The factory will manufacture outdoor sport equipment, serving both the domestic and export markets.

Outdoor Gear Vietnam holds a groundbreaking ceremony in Thanh Hoa province, central Vietnam on March 17, 2025. Photo courtesy of Thanh Hoa newspaper.

Outdoor Gear Vietnam holds a groundbreaking ceremony in Thanh Hoa province, central Vietnam on March 17, 2025. Photo courtesy of Thanh Hoa newspaper.

The project’s key investor, China-headquartered Outdoorsy Group, now operates factories and facilities in China, Cambodia, Vietnam, and Singapore.

Its key products include backpacks, briefcases, golf bags, fashion bags, rolling bags, drysuits, boots, and sports accessories. Its major partners include Costco, Walmart, and Amazon.

The firm aims to complete the first phase construction of the plant by end-2025.

Thanh Hoa is a key foreign direct investment hub in Vietnam. The country attracted FDI with total registered capital of $502.82 billion as of end 2024, and Thanh Hoa ranked ninth among all localities with $15.55 billion.

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A new era for Viet-German prosperity

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This year, Germany and Vietnam will celebrate 50 years of diplomatic relations – a testament to a partnership that has grown from early trade ties into a deep and dynamic collaboration.

To mark this milestone, a series of events will showcase the strong bonds between both nations in trade, education, and sustainability. Key activities include two gala concerts, the German Festival in Hanoi and Ho Chi Minh City, the Career Truck showcasing opportunities for Vietnamese talent in Germany, and a Climate Talks panel on the future of the Mekong Delta.

A new era for Viet-German prosperity
Peter Kompalla, chief representative for Vietnam, Cambodia, Myanmar, and Laos Delegation of German Industry and Commerce

These initiatives reflect not only cultural and educational ties but also the economic potential for further investment and collaboration.

Today, Germany stands as Vietnam’s largest European trade partner, while Vietnam has become a thriving hub for German businesses in ASEAN. Trade remains a cornerstone of German-Vietnamese economic relations: according to preliminary 2024 data from Destatis, trade between the two countries grew by 9.6 per cent, reaching €18.8 billion ($20.4 billion).

German exports to Vietnam increased by 5.6 per cent (€3.7 billion or $4 billion), while imports surged by 10.7 per cent (€15.1 billion or $16.4 billion). This underscores Vietnam’s role as a key supplier and manufacturing hub for German firms.

Vietnam has become a key hub in global supply chains, with particularly interesting developments in manufacturing, renewable energy, and digital services. German businesses benefit from its strategic ASEAN location, free trade agreements, and highly motivated workforce. With tax incentives, improved infrastructure, and streamlined regulations, Vietnam continues to attract more foreign investment, solidifying its role as a prime destination for German enterprises.

As German companies further optimise and diversify their supply chains, Vietnam stands out as a business partner. Its strong economic growth, expanding industries, and commitment to sustainability make it increasingly attractive.

Forecasts for 2025 are reinforcing its position as one of Asia’s fastest-growing economies. A young, skilled workforce further enhances Vietnam’s appeal, offering businesses a dynamic and cost-effective labour market.

Vietnam’s digital transformation is driving investment, with its digital economy set to contribute 25 per cent of GDP soon. Government efforts in digital infrastructure, e-commerce, and cashless payments support this growth, with e-commerce projected to hit $63 billion by 2030.

High-tech manufacturing, including semiconductors and automotive production, is expanding alongside major infrastructure projects like metro systems, the North-South high-speed railway, and Long Thanh International Airport.

Meanwhile, Vietnam’s sustainability drive, from solar to offshore wind, aligns with German environmental, social, and governance priorities. With strong economic fundamentals and a thriving digital sector, Vietnam remains a prime destination for German investors.

Germany is also driving digitalisation and Industry 4.0 in Vietnam, with Bosch Rexroth, Beckhoff, SEW Eurodrive, Trumpf, and Würth leading in automation and the Internet of Things. Companies like Baumer and Fibro see Vietnam’s potential in precision engineering, supporting its transformation into a high-tech manufacturing hub.

This knowledge exchange will be highlighted at our symposium in May on Vietnamese factory automation and German efforts, where industry leaders will discuss the future of smart production.

Sustainability remains a key pillar of German investment, with firms embracing initiatives in renewable energy, waste management, and sustainable agriculture. PNE AG’s Hon Trau nearshore wind power project in the south-central province of Binh Dinh exemplifies Germany’s commitment to Vietnam’s green transition, supporting the country’s Power Development Plan VIII.

Equally important is workforce development, where German enterprises actively collaborate with Vietnamese vocational institutions to bridge skill gaps. The Career Truck’s journey across Vietnam, complemented by the flagship Career Day events in Hanoi and Ho Chi Minh City, will serve as a dynamic platform to showcase education and employment pathways. This initiative underscores Germany’s continued commitment to enhancing Vietnam’s skilled labour force and fostering long-term career opportunities.

A new era for Viet-German prosperity

Ho Chi Minh City and Hanoi serve as economic hubs, attracting German investments in finance, IT, and consulting. Meanwhile, the southern provinces of Binh Duong and Dong Nai have become manufacturing strongholds, hosting major German companies in the automotive, chemicals, and also electronics industries.

Beyond these traditional sectors, areas such as logistics, pharmaceuticals, and IT services are experiencing rapid growth, further drawing German investment into Vietnam’s evolving market.

As the official representative of the German industry in Vietnam, we continue to support businesses in market entry, expansion, and networking through trade fairs and business delegations. The next 50 years promise deeper collaboration, enhanced sustainability efforts, and continued economic success for both nations.

By leveraging this momentum, German and Vietnamese businesses can drive mutual prosperity and innovation well into the future.

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