Chinese travellers in Singapore spend big on quality products: report

Nearly half of these consumers spend more than US$7,000 annually on premium products.

Chinese travellers in Singapore exhibit a strong preference for premium quality, trusted brands, and familiar platforms, EternityX in August 2025.

Labelled as “Legacy Architects,” these consumers are well-educated, financially conscious, and brand-driven. Whilst price sensitivity exists, they are more concerned about value for money, showing a clear inclination toward long-term investments over impulse spending.

This segment favours luxury experiences and reliable service standards, with top spending categories including personal care, home care, and financial services.

Nearly half of these consumers spend more than US$7,000 annually on premium products, making them one of the most experience-conscious groups in Southeast Asia. They prioritise authenticity, tax transparency, and service quality in their purchasing decisions.

Media consumption among Chinese users in Singapore is guided by efficiency and trust. Seventy percent of them prefer Chinese apps for daily use but remain selective, engaging only with high-quality and relevant content.

Their platform loyalty is rooted in proven reliability, and they are more likely to trust authoritative sources and expert opinions when researching purchases.

When it comes to payment preferences, Singapore leads in the adoption of local payment tools, with 75% of Chinese travellers relying on them. Alipay is the most used Chinese-specific payment method in Singapore, whilst Apple Pay and Google Pay also see steady usage.

Payment compatibility significantly influences purchasing behaviour: 10% of respondents said they would not shop if Chinese payment options were unavailable, and 42% said it affects their shopping decisions.

Language also plays an important role. Whilst Singapore ranks behind Thailand and Malaysia in preference for Simplified Chinese, 44% of Chinese users in Singapore still favour content in Simplified Chinese.

According to EternityX, using high-quality Chinese-language messaging can raise conversion rates by up to 26%, giving brands a clear competitive edge if executed authentically.

Top-of-mind brands in Singapore reflect this focus on trust and quality. Johnson & Johnson leads in the baby care category (14%), whilst Royal Canin and ACANA (both 14%) dominate in pet care.

In the education space, the National University of Singapore (14%) is the most cited, and heritage jewellery brand Risis stands out among art-related brands with 17% recall.

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