Looking to boost Singapore's food exports

Singapore boasts several world achievements including rig-building and transportation, but its food brands have not found similar success. Marcus Lee, Academic Director of the Institute of Service Excellence at SMU, said: "We don't have a very clear positioning internationally - that would cause people to have a very clear idea of what to expect if they go to a Singapore restaurant. So it's going to be very challenging for the local players to internationalise their brands."