Love the rich and nourishing herbal soups from Souper Tang? You don’t have to cross the border to enjoy them anymore.
The popular Malaysian soup chain is reopening in Singapore, seven years after closing its eatery at The Centrepoint.
Its new flagship store is located in the basement of Raffles City Shopping Centre.
Ahead of the official opening on Wednesday (July 29), AsiaOne speaks with those behind Souper Tang’s return to our shores.
Addressing the Singapore outlet’s closure in 2019, Souper Tang CEO and managing director Nevinn Leow says that launching a brand in a new market is “not that simple”.
Several factors must align for the business to succeed, such as the right location, an ideal customer profile, and the right business partner, he explains.
“When we opened at The Centrepoint in 2016, the mall already had a very established shopper profile that we feel was not very aligned with our target audience, which is working executives and families,” Nevinn tells us.
“This time around, we are opening here at Raffles City together with the right partner (White Restaurant). I think after 10 years from our first entry into Singapore, Souper Tang has a stronger positioning in the Shan cuisine field.”
Souper Tang also has plans to expand their reach.
“Singapore is Malaysia’s nearest neighbour. I think it is a natural and meaningful way to start our overseas expansion,” he said.
Noting that Singaporeans are familiar with the brand as they often patronise the outlets in Johor Bahru, Nevinn said that opening a branch here makes it more convenient for diners.
“Most importantly, we want the brand to become a lifestyle brand among Singaporeans, rather than a place to go when they visit JB.”
Singapore-exclusive dishes
The new flagship store will feature a wide range of signature soups — 15 types to be exact — including the Singapore-exclusive Premium Fish Maw & Pork Tripe Pepper Collagen Soup ($34.80).
There are also three other Singapore-exclusive dishes on the menu: Stir Fry Vegetable Medley with Goji Berry and Ginkgo ($15.80), Imperial House-Brewed Rice Wine Mini Pot ($21.80), and Jasmine Tea-Infused Sauteed Prawns ($18.80).
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