How Singaporeans Show National Pride in 2025: Insights from Local Surveys
Singapore turns 60 this National Day, and while the parades, fireworks, and patriotic songs are a big part of the celebration, there’s another question worth asking: how do Singaporeans express their pride the other 364 days of the year? Is it about buying laksa instead of ramen, wearing homegrown designers, or choosing Singapore-made tech over global giants?
To find out, Z.com Research, Singapore’s leading paid survey platform, asked 253 respondents about their habits, beliefs, and motivations around supporting local brands.
The results reveal not just what we buy, but why - and what might inspire more of us to choose homegrown options in the future.
Supporting local - important, but not always decisive
The study found that while nearly 6 in 10 Singaporeans consider supporting local “somewhat important,” only about a quarter say it’s “very important.” This suggests that while many of us feel good about buying local, it’s rarely the main factor driving our decisions.
From a consumer’s perspective, this is understandable. We balance budgets, product quality, and convenience when making purchases. Supporting local doesn’t have to mean giving up value - instead, it can be about making small, consistent choices that align with both your needs and your values.
What “supporting local” really means to us
For most Singaporeans, supporting local is straightforward: buying products made in Singapore (71.5%) or choosing local food and restaurants (65.6%). Fewer associate it with promoting local artists, donating to causes, or backing startups.
This consumer-focused definition means there’s a lot of untapped potential. Beyond your favourite hawker stall or homegrown snack brand, you could explore locally designed fashion, subscribe to Singapore-based online services, or follow and share content from local creators. Small shifts in habits can have a big cumulative impact.
The belief–behaviour gap
A strong majority (75.9%) agree that buying local helps the country’s development. Yet, only 5.1% always choose local over international brands, and nearly half do so only “occasionally.” This gap shows that while pride and good intentions exist, practical factors - availability, price, and habit - still dominate everyday choices.
For consumers, the key is awareness. Many local alternatives exist, but they may be less visible in mainstream retail. A little exploration can reveal options that match or exceed the value of global brands.
Where local shines - and where it struggles
Food & beverages are the clear winners, with 75.9% preferring local brands in this category. This reflects our deep cultural and emotional connection to Singaporean cuisine.
But local brands lag in tech (15.4%) and apps or digital services (8.3%), suggesting trust and recognition challenges in these sectors.
Trying a local option in these lesser-known categories can be a way to support innovation while still getting great value - and you might discover a new favourite in the process.
Barriers we face - and how to overcome them
The biggest challenge isn’t poor quality - only 13.8% believe that’s an issue. Instead, limited availability and fewer choices (41.1%) top the list, followed by higher prices (28.1%).
For consumers, this means that supporting local can sometimes require extra effort - like shopping online directly from the brand, visiting independent retailers, or keeping an eye out for local pop-up markets. Many homegrown brands also offer loyalty programs or special promotions that make them competitive with global alternatives.
National pride beyond August 9
While 73.9% of Singaporeans feel proud when using local products, only 19% feel that pride all the time. The feeling often peaks during National Day, but there’s no reason it can’t extend into daily life. Choosing a local café over an international chain, posting about a Singaporean artist you admire, or gifting local products to friends are all ways to keep that pride alive year-round.
Looking ahead - the undecided majority
Looking to the future, 36% of respondents expect to support local more, while over half say “maybe.” The most convincing reasons to do so? Better prices or promotions (70%), higher quality (50.6%), and increased awareness (45.5%).
As a consumer, this means you can be part of the change - not by overhauling your habits overnight, but by making a conscious effort to discover, try, and recommend local options.
About Z.com Research - and how you can take part
Z.com Research is one of Asia’s most trusted paid survey platforms, connecting consumers with brands that want to hear their opinions. By joining, you can participate in surveys like this one, influence product and marketing decisions, and earn rewards for your time.
If you enjoyed reading these insights and want to have your voice included in future reports, sign up for Z.com Research today. Your perspective matters - and every completed survey not only earns you points but also helps shape the future of Singaporean brands.
