SōngHè: Serving Trust, Tradition, and Innovation One Grain at a Time

SōngHè has been a household name in Singapore for nearly 35 years, earning its reputation as the nation’s most trusted rice brand. With an unwavering commitment to quality, innovation, and community engagement, SōngHè continues to set industry benchmarks. This dedication has led to its latest accolade—winning the prestigious Top Brand 2024 award by Influential Brands, solidifying its position as a market leader in Singapore’s rice industry.

Uncompromising Quality and Innovation

SōngHè’s commitment to excellence starts at the source. The company works exclusively with long-term, trusted suppliers from Northeast Thailand, a region known for producing high-quality rice. Unlike competitors that frequently switch suppliers, SōngHè has remained steadfast in ensuring consistency and premium quality in every grain. In a pioneering move, SōngHè became the first rice brand in Singapore to invest in a chilled warehouse storage system. This innovation eliminates the need for chemical fumigation, keeping rice naturally fresh and free from weevils—a game-changer in food safety and quality preservation.

A Diverse Product Line to Meet Evolving Consumer Needs

As Singaporeans become more health-conscious, SōngHè has expanded its product range to cater to different dietary preferences:

• Fragrant Rice – Classic, fluffy, and aromatic premium Thai Hom Mali rice.
• Jasmine Brown, Noble Red & Noble Rice Berry – Rich in fibre and nutrients, ideal for a healthier diet.
• Noble Brown & 8020 Mixed Rice – A balanced blend crafted for better texture, nutrition, and taste.
• New Crop, Glutinous & Shokaku Premium Sushi Rice – For diverse palates and culinary preferences.

Each of these products undergoes strict quality control and is stored in climate-controlled conditions to maintain optimal freshness.

Award-Winning Brand Recognized for Excellence

SōngHè’s latest Top Brand 2024 award from Influential Brands is a testament to its long-standing commitment to quality, innovation, and consumer trust. This recognition places SōngHè alongside other top-tier brands across Asia, reinforcing its dominance in Singapore’s rice industry.

The award comes after consistent consumer votes and industry recognition—SōngHè has been named Singapore’s Most Trusted Brand in the rice category since 2010 and was previously acknowledged as one of Singapore’s Most Influential Brands in 2015 and 2019.

Beyond Business: A Brand with a Heart

At the core of SōngHè’s mission is its “Good Man. Good Deeds. Good Rice.” philosophy, which extends beyond just selling rice. Over the years, SōngHè has actively contributed to various community-driven initiatives, including:

• Fold-a-Crane Kindness Campaign – In partnership with local schools, each origami crane folded leads to a rice donation to needy families.
• Food Bank & Charity Collaborations – Regular donations to Food from the Heart and other community programs.
• COVID-19 Response – Sponsored a 10-part article series in LianHe Zaobao to highlight acts of kindness during the pandemic.

Embracing Digital Innovation

While traditionally a heritage brand, SōngHè is modernising its marketing approach to engage younger audiences. Through a series of engaging digital campaigns, the brand brings its values and products to life in fresh, relatable ways:

• “What To Eat” Series – Spotlights local eateries that use SōngHè rice, sharing their stories and dishes.
• Home Cooking Recipes – Simple, delicious, and nutritious meal ideas for everyday family cooking.
• Activity Highlights – Vlog-style updates on brand happenings to build a closer connection with the audience.

This strategic digital expansion ensures that SōngHè remains relevant and top-of-mind for both loyal and new customers.

Sustainability & Future Growth

Looking ahead, SōngHè is committed to better serving customers and adopting sustainable business practices. The brand is actively working on:

• Eco-friendly packaging solutions to reduce environmental impact.
• R&D on new health-focused rice varieties to cater to the growing demand for nutritious food.
• Continued investment in digital transformation to engage modern consumers effectively.

By balancing tradition with forward-thinking innovation, SōngHè aims to remain Singapore’s most trusted rice brand for generations to come