23 June 2016

Design-conscious buyers pushing gift and premiums manufacturers to up their game

Source: SGS website. SGS 2015 was well attended.
Source: SGS website. SGS 2015 was well attended. 
Exhibitors are also stepping up their game at this year’s Singapore Gifts Show (SGS), which returns this year from 29 June to 1 July in response to buyers becoming more design-conscious. The largest Singapore gifts and premium show is a trade event showcasing gifts, premiums, lifestyle products and services in the regional and international markets. Established in 2006, SGS’s annual showcase event includes a three-day exhibition and industry seminar.

Ooi Peng Ee, General Manager of TTG Events, the organiser, said that quality and innovative designs have helped clients differentiate their offerings, and reinforce their brand identities in a way that makes marketing merchandising work the way it was intended. “We want SGS to inspire the industry. A well-designed corporate gift balances creative thinking with practical needs and transcends their everyday functions. It can make the product and organisation unique and memorable by standing out from the crowd,” Ooi said.

Obsession with design

Design has gained tremendous importance since Singapore was named the UNESCO Creative City of Design back in 2015. This year’s SGS will be the first for Antalis Singapore, a distributor of paper, packaging solutions and visual communication products for professionals. A spokesperson from Antalis said there is a lot to consider when selecting packaging, from the shape of the package to the functionality of the package and also the materials used. 

Antalis has begun collaborating with end users, design and packaging agencies to become more involved in the entire process. The company also seeks to engage the design community and bring more exposure to their customers’ works through self-funded initiatives implemented across Asia such as the Antalis 10-20-30 project, The Paperweight Awards and Conqueror Design Contest.

Source: SGS. The Tredan USB Traveller Plug.
Source: SGS. The Tredan USB
Traveller Plug.
Chia Eng Kiat, MD, Tredan Connections, has made functionality a key factor of his products. In 2014, he debut his patented USB Traveller Plug, which received an initial 20,000 orders from corporate buyers. Today Tredan Connections offers a water bottle with integrated pillbox as well as a display kit to aid doctors in diagnosing erectile dysfunction, designed and developed by Chia.

“When you design your own product, it holds a special DNA familiar to the designer and the company it belongs to. Even when others try to replicate (it), (it) may not hold the same meaning or value. The industry is amassed with similar products that end up becoming commodities – they have lost their value and price often turns into a key factor,” Chia shared.

Also at SGS 2016 will be Thailand’s contingent of 12 gifts design talents. Exhibitors from Thailand have participated for 10 years as they find SGS provides a networking platform for them to meet with customers who appreciate their creative talents. “Thailand’s leadership in creative gifts design stems from its industry ability to harness its creative talents across all segments of its society,” said Khun Jirabool, President of Thai Gifts and Premiums Association (TGP).

Source: SGS. SIP members.
Source: SGS. SIP members.
SGS' continued support of Social Innovation Park (SIP), and its Pop and Talent Hub (PaTH) social
enterprise talent development platform helps to provide exposure to creative talents. Penny Low, founder of SIP, said, “Since our collaboration in 2010, 106 members have benefitted from their participation in SGS and we are pleased that our members are able to contribute in a meaningful way to the positive development of the industry.”


SGS will be held at Suntec Singapore Halls 401 to 403 from 29 June to 1 July. Admission is free for business cardholders. This year’s show will feature 112 booths with exhibitors from Singapore, Malaysia, Thailand, Indonesia and the US.

Read the WorkSmart Asia blog post about Tredan's USB Traveller Plug, and see what happened at SGS 2015