These SG60 collabs made our hearts go 'Bedok Bedok'

Singapore’s 60th birthday has proven one thing: when it comes to collaboration, our brands know how to party.

From unexpected mashups that make you go “wah, didn’t see that coming” to limited-edition drops that sold out faster than MRT seats at peak hour, these partnerships have been all about creativity, culture, and a healthy dose of local flavour.

Here are a few SG60 brand collaborations that caught our eye this year and made our hearts go "Bedok, Bedok". 

Don't miss: 7 SG60 films that stuck to us like kopi on a white tee

1. adidas and MILO

adidas and MILO, have joined forces for SG60 (and MILO’s own 75th) in a hyperlocal drop that’s equal parts nostalgic and cheeky. The “Fuelling goodness” collection comes with limited-edition tees, pins, charms, and even a special sachet kit, all peppered with Singlish quirks and little nods to everyday life here.

The highlight of the collab is the adidas-exclusive “Starter pack” tees , a cheeky nod to three things Singaporeans love most: running, lepak-ing ('relaxing'), and staying home.

Add in the heat-press option at select stores and a MILO-exclusive “We can one” tee giveaway, and you’ve got a collab that’s not just wearable, but shareable. It’s smart, because it doesn’t just sell products, it sells a feeling we all recognise.

Read more here. 

2. Income Insurance and ice cream vendors

For its 55th birthday, Income Insurance is going old-school by teaming up with Singapore’s remaining street ice cream vendors to hand out free ice cream over National Day weekend.

Six carts will be stationed in Bishan, Clementi, Eunos, Orchard, Punggol, and Tampines during the National Day weekend, each manned by the familiar faces who’ve been scooping rainbow bread sandwiches and wafer slabs for decades.

It’s a sweet idea (literally) that’s also bittersweet, given that fewer than 15 such carts are still in operation today. Beyond the treats, Income Insurance threw in complimentary insurance coverage for participating vendors, making this more than just a nostalgia play. We like it because it’s simple, heartfelt, and rooted in something uniquely Singaporean, proof that brand activations don’t need to be flashy to leave a lasting impression.

Read more here. 

3. Old Chang Kee and Talking Toes

Old Chang Kee’s curry puffs aren’t just snacks; they’re practically a national treasure. Now, the brand has stepped out of the kitchen and into the fashion game, teaming up with local sock label Talking Toes for a limited-edition design that’s equal parts playful and patriotic.

The “Keep calm and curry on” athletic socks borrow Old Chang Kee’s black-and-yellow palette, vintage Chinese characters, and that unmistakable curry puff silhouette, giving Singaporeans a way to wear their food love on their feet.

What makes this work is how it bridges food and fashion without feeling forced. It taps into the nostalgic after-school vibe many of us remember, curry puffs in hand, ice pops melting under HDB blocks, while aligning with Talking Toes’ purpose-driven mission, donating part of the proceeds to the Samaritans of Singapore.

It’s heritage you can walk in, quite literally.

Read more here. 

4. Starbucks and local brands

For SG60, Starbucks brewed up more than just coffee, it served a triple shot of nostalgia, local flavour, and homegrown creativity. Under its “Shiok together” campaign, the coffee giant tapped two Singapore brands with a knack for storytelling through design.

First up, Inwarmregard reimagined Starbucks as if it had been around 60 years ago, setting it in a two-storey shophouse complete with green grilles, vintage signboards, and “bearistas” bridging generations. The T-shirts, totes, and socks feel similar to a love letter to the old-school Singapore streetscape.

Then there’s Wheniwasfour, whose “Local destination” range of mugs, tumblers, and totes bursts with colour, celebrating landmarks and cultural quirks that are instantly recognisable to anyone who’s called Singapore home.

It’s smart branding as Starbucks isn’t just selling drinks here, it’s positioning itself as part of the local fabric. The designs are the kind of thing you’d gift a friend overseas too, or keep for yourself because they’re just that shiok.

Read more here. 

5. TikTok and local creators 

TikTok went all-in for SG60, proving it’s more than just dance trends and viral challenges.

Six local F&B brands teamed up with TikTok creators to dream up heritage-inspired dishes, from 'laksa' ('spicy coconut noodle') donuts and 'teh tarik' ('pulled tea') dinosaur donuts to a seafood 'laksa' rigatoni. There’s even a collab between influencer Ian and his grandmother, serving wellness drinks with a personal touch.

What we like about this is how it uses food, a universal Singaporean love language, as a gateway to storytelling. By pairing beloved eateries with creators, TikTok turns limited-time menus into content, conversation starters, and commerce all at once.

Add in its sponsorship of the National Day Parade and the "SG amplified" video series spotlighting 60 local changemakers, and it’s clear the platform isn’t just joining the SG60 celebrations, it’s helping to shape them.

Read more here. 

6. Tiong Bahru Bakery and Lau Pa Sat 

Satay on a skewer? Classic. Satay in a croissant? That’s new, and that’s exactly what Tiong Bahru Bakery (TBB) cooked up for SG60 with heritage hawker icon Lau Pa Sat. For one month only, the café-meets-boulangerie reimagined hawker flavours such as smoky satay ('meat skewers') and fiery 'sambal' ('chili') through buttery, flaky French pastries.

The star here is the satay sauce, co-developed with Lau Pa Sat’s hawkers and tweaked by TBB’s R&D team to work in both sweet and savoury bakes. It’s a clever mash-up: heritage street food meets artisanal café culture.

What works for us is how it sidesteps the usual “let’s just slap a local flavour into a dessert” gimmick, instead, it feels like a true collaboration where both brands bring their A-game, creating something that’s both familiar and unexpected.

Read more here. 

7. UNIQLO and Ya Kun Kaya Toast 

UNIQLO and Ya Kun Kaya Toast is a collab that just makes sense, both are daily rituals for many Singaporeans, one for your wardrobe and the other for your stomach. For SG60, the duo dropped a limited-edition UTme! collection celebrating Ya Kun’s 80-year legacy and our nation’s undying love for 'kopi', 'teh', and 'kaya' toast.

Half the designs draw from Ya Kun’s heritage, with illustrations of its OG Far East Square store, while the rest riff on coffee shop lingo, from milk preferences to sweetness levels, in a way that only true 'kopitiam' ('coffee shop') regulars will appreciate. The best part? You can customise the tees in-store, making it feel like you're ordering your kopi “gao siew dai” ('strong, less sweet') just the way you like it.

Throw in the exclusive keychain sets as purchase-with-purchase goodies, and it’s the kind of collab that feels both nostalgic and practical. You can literally wear your breakfast pride and still have time to grab the real thing after.

Read more here. 

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