A Guide for Singapore SMEs Expanding into the Filipino Market
The Philippines is a fast-growing consumer economy with over 115 million people, a median age of 25, and one of Southeast Asia’s most active social media populations. For Singapore SMEs looking to scale their business regionally, the Philippines offers a vibrant and highly receptive market — but only if you approach it with the right localisation strategies.
This article explores how Singapore brands can effectively enter the Filipino market, what localisation really means in the context of the Philippines, and how the Market Readiness Assistance (MRA) Grant can help support your expansion efforts.
1. Why the Philippines is Attractive for Singapore Businesses
There are several compelling reasons why more Singapore SMEs are turning their attention to the Philippines:
- Young, digitally engaged population
- English proficiency — one of the highest in Asia
- Strong affinity for foreign brands, especially Singaporean ones
- Thriving middle class and rising consumption
- Rapid urbanisation in Metro Manila, Cebu, Davao, and Iloilo
- Growth in sectors like e-commerce, fintech, education, and food services
But despite the similarities in language and digital behaviour, the Philippines has its own set of cultural nuances and marketing preferences. Simply translating your Singapore campaign won’t be enough — true localisation is key.
2. What Localisation Really Means in the Philippines
Localisation is more than language. It means tailoring your tone, visuals, platform choice, promotions, and even humour to match the Filipino mindset. Here’s how:
a. Speak the Right Language (and Slang)
- While English is widely understood, using a mix of English and Taglish (Tagalog-English hybrid) creates relatability.
- Local expressions like “sulit” (value-for-money), “tita vibes” (auntie lifestyle), and “budol” (impulse buying trap) resonate with different demographics.
b. Incorporate Filipino Values
- Highlight family, community, hospitality, and resilience in your messaging.
- Campaigns that evoke emotions or “kilig” (the giddy feeling of affection) are often viral.
c. Adapt to Local Culture and Humor
- Use memes, puns, and pop culture references carefully — they drive engagement but must be current and culturally appropriate.
- Partner with local creators or comedians to craft funny, relatable ads.
3. Best Digital Channels for Brand Building
a. Facebook and Messenger
- The Philippines is one of Facebook’s most active markets in the world.
- Use it for everything: ads, community building, customer service, and lead generation.
Tips:
- Run interactive polls and contests.
- Use Messenger bots for customer service.
- Boost posts to hyper-targeted locations (e.g., Quezon City, Cebu, Davao).
b. YouTube
- Long-form content works — tutorials, testimonials, lifestyle shows.
- Filipinos often use YouTube as entertainment and education.
Tip: Collaborate with YouTube influencers on product reviews or vlogs.
c. TikTok
- Short, fun, and quirky content is king.
- Local influencers (or “TikTokers”) are effective at introducing new products and driving trends.
d. Lazada and Shopee
- These are the dominant e-commerce platforms in the Philippines.
- In-app ads, livestreams, and flash sales convert well for B2C brands.
4. Influencer Marketing in the Philippines
Filipinos are highly influenced by online personalities, and trust in influencers runs deep — often more than in traditional media.
Types of Influencers:
- Mega influencers (1M+ followers): Great for brand launches
- Macro influencers (100k–1M): Balance reach and cost
- Micro influencers (10k–100k): High engagement and local trust
- Nano influencers (<10k): Ideal for niche communities
Tips:
- Choose influencers who align with your brand’s personality.
- Collaborate for “unboxing,” testimonials, challenges, or “Day in the Life” content.
- Encourage Taglish captions and community engagement.
5. SEO & Paid Media for the Philippines
a. Google Search
- Many Filipino consumers search online before buying.
- SEO strategy should include keywords in English and Tagalog.
Example: Instead of just “affordable skincare Philippines,” also include “murang skincare” (cheap skincare).
b. Google Display Network
- Display ads on popular Filipino news sites and blogs (e.g., Inquirer, Rappler, ABS-CBN).
c. Facebook Ads
- Target by region (e.g., NCR, Visayas, Mindanao), age group, interest (e.g., “K-drama fans”), and device type (many are Android mobile users).
6. Localising E-Commerce and Customer Service
a. Payment Methods
- Offer a wide range:
- Cash on Delivery (COD)
- GCash
- Maya
- Bank transfers
- Credit/debit cards
b. Delivery Expectations
- Fast and cheap shipping is crucial. Partner with local couriers like J&T Express, Ninja Van, or LBC Express.
- Include tracking updates and offer returns/exchanges to build trust.
c. Customer Support
- Filipinos appreciate friendly and helpful responses.
- Use chatbots + live agents for optimal support.
- Facebook Messenger and email are the most common contact channels.
7. Retail & Franchising Opportunities
Singapore brands can consider franchising models or pop-up stores in high-footfall areas like:
- Malls (SM Megamall, Glorietta, Ayala Malls)
- Food parks
- Weekend markets
Tip: Partner with a local master franchisee or distributor to streamline operations and licenses.
8. Key Industries for Singapore Businesses
The Philippines is rich in sector-specific opportunities for Singapore SMEs:
a. F&B and Lifestyle
- Singaporean F&B franchises are popular for their premium appeal.
- Wellness and beauty products also perform well among millennials.
b. EdTech and Online Learning
- Strong demand for online tutoring, enrichment, and digital skills training.
- Singapore’s education brand carries high prestige.
c. Digital Marketing and SaaS
- SMEs and creators in the Philippines are increasingly seeking marketing tools and platforms.
- SaaS tools for customer service, accounting, and e-commerce management are in demand.
d. Fintech and E-wallet Integrations
- The fintech scene is growing — especially mobile payments and digital lending.
9. How the MRA Grant Can Help You Enter the Philippines
The Market Readiness Assistance (MRA) Grant offers up to 50% co-funding, capped at S$100,000 per market per fiscal year, for Singapore companies expanding overseas.
Claimable Activities in the Philippines Include:
a. Overseas Market Promotion
- Facebook, Google, and TikTok ad campaigns
- Website translation and localisation
- PR and media relations with local publishers
- Influencer partnerships
b. Business Development
- Market research reports
- Business matching with Filipino distributors
- Sales rep or in-market agent setup
c. Market Setup Support
- Legal and regulatory advisory for import or business licensing
- Setting up online storefronts on Lazada, Shopee
- Rental of virtual office or local address
This makes entering the Filipino market more cost-effective and risk-mitigated for Singapore SMEs.
10. Why Work with a Grant Consultant for the Philippines Market
Entering a new market, managing vendors, and applying for funding can be resource-draining. A grant consultant can help:
- Structure your MRA-eligible activities strategically
- Source compliant local service providers in the Philippines
- Prepare and submit a complete application through the Business Grants Portal (BGP)
- Ensure proper documentation for successful claims post-project
This allows your team to focus on growth while your consultant manages the grant process.
Final Thoughts: Build Presence, Not Just Awareness
Success in the Philippines isn’t just about advertising — it’s about building presence through localised relationships, content, and service. With the right approach, Singapore SMEs can:
- Tap into a young, loyal customer base
- Build brand equity faster through digital channels
- Grow regionally with cost support from the MRA Grant
If you’re planning your next move into ASEAN, the Philippines deserves your serious consideration — and your brand deserves to be seen, heard, and felt the Filipino way.