Bangkok, 9 June 2025 – Central Food Retail Group (CFG), a subsidiary of Central Retail, operates TOPS, Thailand’s largest supermarket chain, including its premium format, TOPS FOOD HALL, as well as TOPS DAILY, TOPS ONLINE, TOPS CARE, and Matsukiyo, is significantly accelerating its presence in the Singaporean market. Following the successful initial export of Thai products, Central Food Retail Group is deepening its strategic partnership with Singapore’s largest retailer, NTUC FairPrice Co-operative Limited (FPG), building on their Memorandum of Understanding (MoU) signed on September 2024. This expanded collaboration will aggressively grow the Thai product lines under ‘I LOVE THAILAND’ concept to meet rising demand in Singapore’s dynamic retail sector, with a target to exceed 100 Thai SKUs by 2026.
Mr. Stephane Coum, Chief Executive Officer – Food Group, Central Retail, stated, “Singapore is one of the highest-potential markets in the region—not only as a highly competitive premium retail hub but also as a strategic gateway for expanding Thai brands across Southeast Asia. From our recent export success, three key factors have clearly supported a positive outlook: 1) Strong affection and trust among Singaporean consumers for Thai products, reinforced by cultural familiarity and the close diplomatic relationship between the two nations; 2) Singapore’s premium retail landscape, which aligns seamlessly with Central Food Retail Group’ s product standards and brand image; and 3) Rapidly shifting consumer behaviors — particularly the trend of ‘hyper-nesting’, in which consumers spend more time at home and demand high-quality household and food products that enhance their daily lifestyle.”
Vipul Chawla, Group CEO, FairPrice Group, said, “Singaporeans have a deep love for authentic Thai cuisine, and as the nation’s largest retailer, we are committed to making things easy on the experience for our customers through our products and offerings. This collaboration with Central Food Retail Group is just the beginning of an exciting partnership to make every day a little better for those we serve, by bringing shoppers the best that Thailand has to offer.”
The partnership between Central Food Retail Group and FairPrice Group is progressing exceptionally well. Notably, since March 2025, ‘I Love Thailand’ products have demonstrated steady month-by-month sales growth of 20%. These products are now available across 87 FairPrice Group outlets nationwide in Singapore, encompassing more than 50 items in categories such as fresh fruit, snacks (including Crispy Rice Crackers and Crispy Coconut Rolls), and Thai Seasoning & Sauces. This carefully curated selection reflects the strong preference among Singaporean consumers for authentic Thai culinary culture. FairPrice Group is actively supporting this initiative through various promotions and marketing activities designed to build awareness and drive sales. Encouraged by this robust initial demand, Central Food Retail Group is committed to doubling the assortment to over 100 SKUs by 2026. To further celebrate and drive engagement, FairPrice Group is hosting a special Thai Fair under the theme ‘I LOVE THAILAND’ in Singapore, running until June 18, 2025. The event features official participation from the Thai Ambassador to Singapore and representatives from the trade community, underscoring the strong bilateral support for this collaboration.
“The continued expansion of our collaboration with the FairPrice Group represents a significant step forward in enhancing our regional retail network. This partnership enables a dynamic exchange of products, strategies, and expertise, helping elevate Thai brands in international markets while simultaneously giving Thai consumers greater access to quality overseas products, including our plans to begin importing FairPrice products for distribution in Thailand in late Q3 this year. Furthermore, this collaboration deeply underscores Central Food Retail Group’s role as a retail leader with a clear mission to support Thai entrepreneurs—particularly SMEs and local brands—enabling them to grow and compete sustainably on a regional scale.” Mr. Stephane concluded.
For more information, please visit www.tops.co.th, Facebook: TopsThailand, or LINE App @TopsThailand.
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