Singapore’s first dedicated F&B development to open in East Coast Road

Katong Square plans to open at the end of the year.

Katong Square bills itself as Singapore’s first dedicated food and beverage development in the East. It features more than 20 F&B options and covers 55,000sq ft over two stories.

This F&B development is a joint venture among Master Contract Services, Keong Hong Construction and Asia Development. Since Master Contract Services is the majority shareholder of the joint venture, the project is driven to a large extent by their Managing Director Mr Leow Ban Leong.

According to Michel Lu from Revolver Asia, this will be the first of its kind in Singapore where they gather the best F&B brands around the island and abroad which have independent concepts with strong a crowd following of their own. He further said that they try to stay away from the more mainstream brands that people find in typical shopping malls.

As this is the first of its kind in Singapore, the team behind Katong Square had to address the issue of brand positioning and changing many established food operators' mindset of Katong.

“Although Katong is well known for its food culture, it is often associated with its rich Peranakan heritage where local and nyonya food take centre stage,” Michel said. So at Katong Square, they aim to bring a balance to that perception by convincing the cooler and trendier brands to set up shop there and build a strong presence along the East Coast Road stretch.

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