BY JACINTHA JOLENE & SHARIFAH NONG-JASIMA
ESTABLISHED in 2019, the Sarawak Trade and Tourism Office Singapore (STATOS) is evidence of the Sarawak government’s expanding presence in Singapore, aiming to tap into the global market, attract increased investments, and promote trade and tourism to the state.
Situated at 80 Robinson Road, Singapore, this office functions as a comprehensive hub for investment, businesses, and tourism-related inquiries, providing insights into the attractions of the Land of the Hornbills.
In an interview with the NEW SARAWAK TRIBUNE, Chew Chang Guan, the Chief Executive Officer of STATOS, delved further into the office’s mission, strategies, focus, stakeholders, and the initiatives implemented by the Sarawak government that have captured Singapore’s attention.
NEW SARAWAK TRIBUNE: What is the primary focus and mission of STATOS in promoting trade and tourism for Sarawak?
CHEW: STATOS, established by the Sarawak government, serves as a comprehensive support system for Sarawak’s trade, investment, and tourism sectors. We function as a centralised hub for investors, traders, buyers, as well as both Singaporeans and non-Singaporeans residing in the island republic seeking destinations to explore.
Our primary focus in trade involves promoting Sarawakian products, such as ‘gula apong,’ which was relatively unknown to Singaporeans. I am pleased to share that gula apong from a Kuching-based company has successfully entered the Singaporean market, making it readily available in local supermarkets.
On the investment front, we are collaborating with various stakeholders in Sarawak, including the newly established agency, InvestSarawak. Our aim is to establish partnerships that generate more leads for our agencies.
In the tourism sector, many Singaporeans are unfamiliar with Sarawak’s offerings. While they may have heard of Sarawak, understanding its products remains a challenge. STATOS delves into understanding Singaporeans’ interests and collaborates with the Sarawak Tourism Board to comprehend the market better. Subsequently, we employ targeted strategies to penetrate these markets effectively.
NEW SARAWAK TRIBUNE: What are the key strategies that STATOS has employed to attract tourists and businesses to Sarawak?
CHEW: Based on our research, the preference of Singaporeans revolves around their love for food. While popular choices like ‘laksa’ and ‘kolo mee’ are likely the focus of many tourists, providing a more upscale culinary experience might attract them to visit Sarawak. Additionally, they also want to buy souvenirs, hence, we are encouraging more products to be produced through our stakeholders in Sarawak. This is where STATOS plays a big role in making people come to Sarawak and understand why the state is the preferred holiday destination.
NEW SARAWAK TRIBUNE: To Singaporeans, what are the main attractions in Sarawak they are interested in?
CHEW: Like I’ve mentioned, firstly, the gastronomy experience through our local food. They would also love to try our fruits as well. I’ve brought ‘buah terap’ to Singapore before and all my colleagues have never seen nor tried it before as it is something strange to them. We are always open to introducing some of the local fruits that are available in the state. Secondly, they want to do some shopping through our food products, bird nests, among others that can be brought home.
NEW SARAWAK TRIBUNE: What’s the overall impression about Singaporeans perception and understanding of Sarawak as a whole after heading STATOS for about four and a half years?
CHEW: Many still think we are backwards because they do not have much information about Sarawak’s current developments. However, through awareness, over the years, with social media, key opinion leaders (KOL) and with the help of media, now Singaporeans have a better understanding of what Sarawak has to offer and its potential. A lot of investors have looked into opportunities in Sarawak through the Premier’s visions like green energy, carbon capture and storage (CCUS), agriculture, aquaculture because there’s more news of Sarawak in the media now. Secondly, Singapore is also looking for a place of investment and food security. The reason is that 90 per cent of the food in Singapore is entirely imported, allowing them to collaborate closely with Malaysia or other regional neighbouring countries in producing their food. I believe this forms a highly strategic partnership.
NEW SARAWAK TRIBUNE: What’s your greatest satisfaction after heading STATOS all these years?
CHEW: Of course my greatest satisfaction is that I have a great team that understands how to deal with the Singaporean and Sarawak team. Second, the positive statistics regarding tourists arrival to Sarawak despite the challenges posed by the Covid-19 pandemic. This indicates that the strategies being implemented are perceived as effective, as people are coming to Sarawak when the right offerings are provided.
NEW SARAWAK TRIBUNE: Do you mind sharing a specific instance where STATOS faces significant obstacles in its effort to attract business tourists?
CHEW: In Singapore, everything has to be fast. For example, if you do not reply to emails within certain days, we feel like you’re not really interested. Therefore, I encourage the Sarawak team to be well-prepared, ensuring that all requested information is readily available to respond swiftly to client inquiries.
In this context, as a CEO, it is my duty to educate stakeholders in Sarawak by ensuring that all necessary details and information are prepared in advance. This proactive approach aims to streamline the investment process, making it more efficient for potential investors. My role also includes facilitating a smooth interaction with investors by having all relevant data and project details ready, demonstrating a genuine interest in attracting investment to Sarawak.
NEW SARAWAK TRIBUNE: What are the specific focuses for Sarawakians who are interested in attracting investors from Singapore?
CHEW: If you’re in Sarawak and interested in drawing investors from Singapore, I encourage individuals with available land to collaborate with us. Sharing details about your land will help us build a comprehensive inventory. Our focus areas include agriculture, aquaculture, and manufacturing, with investors actively seeking partnerships. In the food sector, for instance, investors are keen on collaborating with local partners to produce high-value products, increasing the market value beyond conventional products.
NEW SARAWAK TRIBUNE: How does STATOS collaborate with government and non-governmental agencies in promoting your objectives?
CHEW: In a straightforward approach, consider us as your sales team in Singapore. Share the products and services you wish to promote, and we will offer guidance. Following this, a decision is made on whether our team visits Sarawak or meetings take place in Singapore. Our office is available for discussions and deeper exploration. It’s crucial to comprehend the market dynamics beforehand, avoiding blind entry due to factors like pricing, packaging, and market interest. We aim for a strategic understanding before market entry.
NEW SARAWAK TRIBUNE: People really look up to Singapore. Personally, what really impresses you about Singapore?
CHEW: Singapore exhibits a systematic and strategic approach, not only catering to Singaporeans but also drawing the attention of international investors who have funds parked in Singapore, eagerly awaiting opportunities in the broader region. It is crucial for us to seize this opportunity for close collaboration, and I am confident that our bilateral relationship with Singapore is being well-managed by both governments.
NEW SARAWAK TRIBUNE: What is your advice to stakeholders involved in tourism and business in Sarawak?
CHEW: My advice is to pursue your business expansion dreams by expressing interest in collaboration with us. We can facilitate connections with the right potential buyers or investors to support your growth. Additionally, ensure you are well-prepared with comprehensive information, effective packaging, and compelling presentations. The way we present our offerings is crucial in the business landscape.
