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More Singapore Enterprises to Participate

2010. 24 January

( The Far East Organization, Eu Yan Sang International Ltd and CapitaLand Limited have joined the Singapore Pavilion at Shanghai World Expo as corporate partners. Singapore’s pavilion at the Shanghai World Expo will showcase the destination as a global city to live, work and play. It will also be Singapore’s largest participation in any World Exposition to date.

“The scale of the Shanghai World Expo this year is unprecedented. China is also an important tourism and business market. Hence, we can expect the organisers behind each pavilion to go all out to attract and dazzle visitors with their architecture, events and programmes. In this context, partnerships with local enterprises play a very key role. Besides lending greater authenticity to the creation of the Singapore experience, strong Singaporean brands will strengthen visitors’ recall rate and complement the pavilion’s experience,” said Mr Lawrence Leong, Assistant Chief Executive, International Group, Singapore Tourism Board.

Themed “Urban Symphony”, the Singapore Pavilion presents a platform to showcase Singapore enterprises and provides a key opportunity for companies to directly engage an international audience, in particular the Chinese audience.

Official presenter for the experiential theatre, Far East Organization, sees this as an important opportunity seize. “As one of the Official Presenters of the Pavilion, we plan to draw on this event to build our brand and business portfolio globally, as well as support the Singapore government’s efforts in nation branding. The World Expo is also a great opportunity for us to have a larger footprint in Asia, especially in China,” said said Executive Director and Chief Operating Officer for Property Sales of Far East Organization, Mr Chia Boon Kuah. “The theme for this year’s Expo “Better City, Better Life” resonates well with our brand aspiration of ‘Inspiring Better Lives’. For example, in our latest residential developments, we have created communal sky terraces, family cabanas and extensive landscaped gardens that encourage community interaction.”

The experiential theatre is located on the second floor of the Pavilion and will showcase the creativity, cultural diversity and high energy which make Singapore a great place to work, live and play. Far East Organization will be putting up exhibitions in line with the theme of the pavilion and the Shanghai World Expo. These exhibits will demonstrate Far East Organization’s commitment to sustainability in their developments.

Another iconic Singapore brand, Eu Yan Sang, will be a supporting partner for the Singapore Pavilion. Mr Richard Eu, Group Chief Executive Officer, Eu Yan Sang International Ltd, said, “Eu Yan Sang has been a proud Singapore brand for more than 130 years. That is why we are honoured to be one of the brands chosen to represent Singapore at the Shanghai World Expo 2010. Our company’s goal is to grow our business in China and this expo is an excellent platform to showcase our products to the Chinese people as well as potential partners from all over the world attending the event. With our foundation in Traditional Chinese Medicine, our mission is to improve the quality of life of all mankind, and we are proud to play our part in the amazing and exciting urban symphony that is modern Singapore.”

Supporting partner CapitaLand will be using the event as a platform to strengthen its network in China. Mr Jason Leow, CEO of CapitaLand China Holdings, said, “CapitaLand first invested in China in 1994, the same year that China started its housing reforms, and has since contributed to the property landscape in China with over 100 projects in 40 cities. Besides business, we are
also an active social contributor in China, through the building of CapitaLand Hope Schools for children in rural areas or in sponsoring cultural exchange programmes between the two countries. As part of our participation in the Singapore Pavilion, CapitaLand plans to launch our “Hand in Hand 20.10” campaign to bring 2,010 underprivileged children from all over China, including CapitaLand Hope School students, to visit the Shanghai World Expo 2010 and “see the world”. CapitaLand has chosen to host 2,010 children as the year 2010 marks 20 years of diplomatic relations between Singapore and China, and the year that CapitaLand celebrates its 10th anniversary.”

Mr Leow added, “We take a long-term view of China and have great confidence in its future, demonstrated by our recent US$2.2 billion acquisition of a portfolio of high-quality sites in prime locations in Shanghai, Kunshan and Tianjin. It is against this backdrop that CapitaLand is honoured to be an official supporting partner of the Singapore Pavilion.”