Lebaran is right around the corner—a time for joy, connection, and opportunity. And there’s no better market to explore than Singapore: High-spending, culturally connected, and ready for what Indonesian brands have to offer.

When we surveyed 1,200 online shoppers across Southeast Asia, Singaporeans stood out. They love Indonesian products, especially during the festive season when traditions and celebrations take centre stage.

But winning their hearts (and wallets) takes more than just showing up. It takes strategy, storytelling, and understanding what makes Lebaran — and your products — special to them.

Not convinced? Let us paint the full picture.

Why Singapore?

Purchasing Power Gap

The median monthly income of a Singaporean stands at SGD3,500 (over IDR41 million), giving them greater purchasing power compared to the IDR3.18 million earned by an average Indonesian.

What does this mean for Indonesian brands? Premium feels different across borders. That premium IDR2,000,000 Batik? It’s a significant splurge for many Indonesians at 62% of their monthly income, but for Singaporeans, it’s a modest indulgence at just 5%.

Your Products Are Already Among Their Favorites

Here’s the exciting part: Singaporeans already have a soft spot for us. Last year, 32% shopped from Indonesian brands, and 43% are eager to buy your products in the future. Even better, they’re not shy about spending, with cross-border purchases reaching up to SGD200 (IDR2,389,800).

If your business specialises in Fashion & Accessories or F&B, you’re in luck—these categories are dominating. 68% ranked Fashion & Accessories (think Batik)  as their top choice, while F&B (including Kue) followed closely at 51%.

During Lebaran, this affection only grows more as they look for authentic, culturally meaningful items that we have. The data is clear and the demand is there. Are you ready to meet it?

Convinced? Now let’s win them over.

Winning Singaporean Hearts (and Wallets) This Lebaran

1. Show the Value Behind the Price Tag

Did you know that 72% of Singaporean shoppers prioritise value for money when making purchases? During Lebaran, this isn’t just about finding the lowest price. It’s about creating a festive experience that feels special: the perfect balance of price, quality, and tradition.

But how do you show them your products are worth it? Present them as affordable yet premium. Rather than just competing on discounts, showcase the craftsmanship, quality, and thought behind every item.

What works:

• Ensure high-quality product imagery, descriptions, and branding to elevate perceived value.
• Highlight value for money with limited-time bundles, like a “Kue Set” for popular-demanded snacks.
• Keep pricing smart. Position your bundles just below the de minimis threshold (SGD400) to maximise affordability while avoiding added taxes.

2. Make it Personal 

Our survey showed that 42% of Singaporeans are drawn to unique products unavailable in their own country. Adding to that, 33% value cultural heritage and 36% appreciate craftsmanship.

This tells us something important: For Singaporeans, the story behind a product matters as much as the product itself. They gravitate toward items with meaning—things they can’t find in their backyard or that carry deep cultural ties.

Lebaran is a time of connection and tradition — your products can and should reflect this spirit.

What works:

• Share the cultural story behind your products to give them depth and meaning.
• Showcase how your Lebaran products can create moments of joy or bring families together.
• Collaborate with Singaporean micro-influencers to build trust through relatability and authenticity.

3. Deliver More Than Just Parcels

56% of Singaporean shoppers expect shipping fees under SGD5, with another 30% willing to pay up to SGD9. That’s 86% expecting a careful balance between affordability and quality.

During Lebaran, fast and reliable delivery ensures gifts and festive essentials arrive in time for celebrations. Offering free or discounted shipping during this period can set your brand apart.

What works:

• Partner with a trusted logistics provider to guarantee timely deliveries during the Lebaran rush.
• Offer Lebaran delivery guarantees like “Get it before Lebaran!” to build confidence.
• Offer free shipping smartly by incorporating costs into your pricing or setting minimum spend thresholds.

Make This Lebaran Count

Lebaran is more than just a festive season — it’s an opportunity. Singaporeans already see Indonesian brands as a bridge to authenticity and tradition, and this is your chance to meet that demand.When done right, your brand doesn’t just sell—it becomes part of their celebration, a trusted presence in their most meaningful moments. With us, you can ensure fast, reliable deliveries that make these moments possible.