EnterpriseSG brews up big questions for Singapore’s SMEs

Enterprise Singapore (EnterpriseSG) is brewing up conversations about business growth with "The growth brew", a collection of teas designed to get small and medium-sized enterprises (SMEs) thinking about their next move.

Created in collaboration with homegrown brand Gryphon Tea, the five-blend collection is the first physical activation under EnterpriseSG's latest campaign, "What's next?", which encourages businesses to reflect on their future amid an uncertain operating environment.

The campaign was developed with independent creative agency The Secret Little Agency (TSLA) and builds on EnterpriseSG's "For where you're growing" brand platform, launched in July 2025. The platform positions growth as an ongoing journey rather than a fixed destination, while bringing conversations around business growth beyond traditional B2B circles.

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Rather than attempting to provide businesses with a single roadmap for navigating uncertainty, "What's next?" centres on asking questions that can help companies consider their next steps, whether in capability building, innovation or overseas expansion.

At the heart of the campaign is "The growth brew", which turns that idea into a physical experience. Each of its five tea blends represents a question for business owners to consider and discuss as they think about the next stage of their business.

The collection will make its debut at the Singapore Week of Innovation and Technology (SWITCH) 2026, held at Marina Bay Sands from 27 to 29 October. An interactive experience on the event's trade floor will invite attendees to connect over tea while discussing what's next for their businesses.

Following SWITCH, "The growth brew" will also be featured across EnterpriseSG offices and SME Centres, where it will serve as a conversation starter between business owners and the agency.

The wider integrated campaign includes five key visuals, each posing a question to businesses at different stages of growth. These include "Why play the game when you can change it?" for frontier industries and "Does being small mean having to think small?" for heartland and micro businesses. The campaign is running across out-of-home (OOH) placements and digital channels nationwide.

Speaking about the campaign, Alethea Nah, executive director of corporate communications at EnterpriseSG, said businesses navigating global uncertainty require more than support, pointing to the need for new directions, resilience and adaptability.

"'What's next?' is our platform to spark these conversations. Growth has no single playbook, and can come in any way – capability building, innovation or global growth – and we are here to partner with businesses of every size as they navigate in their individual journeys," she added.

Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, said the campaign sought to make thinking about the future feel more manageable for business owners.

"The future is too big a subject to tackle in one go, so our campaign needed to break it down into questions small enough to answer," they said. "'The growth brew' gives business owners those questions to work through at their own pace, one at a time, until their next move becomes clearer."

The campaign follows another EnterpriseSG initiative with TSLA in July this year, which sought to reposition standards as a catalyst for business growth rather than simply a compliance requirement.

Titled "Growth comes to those who have standards", the campaign coincided with the launch of EnterpriseSG's "Standards & conformance 2035 roadmap". Its hero film took a more provocative approach to encouraging adoption, opening with the line, "Don't adopt standards. Unless you're ready," and inviting businesses to consider the opportunities and responsibilities that come with embracing standards.

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