Singapore Heartland Enterprise Seminar (SHES)

SHES logo









SHES is a platform where these business owners have personally experienced and gone through the process of moving their business from the traditional concept to digitalisation. They can also share information and the best practices on business transformation and the assistance scheme to help heartland businesses remain competitive and able to survive.












FMAS urge the heartland retailers as well as the F&B joints to work with the government to adapt and learn, move towards digitalisation, greater adoption of technology to improve workflow and e-payment platforms.

Organised by FMAS, with the support of ESG, Housing and Development Board (HDB), IMDA, and the National Environment Agency (NEA), SHES 2020 is into its fifth year. It is a platform for heartland retailers to share success stories, exchange ideas and business opportunities, and leverage practical business ideas such as transforming from traditional business methods into new business ideas and methodology with the help of technology. This year, SHES, which took on a new format of a webinar, explored the theme “Empowering to embrace the new norm and transform amidst a bleeding economy”.











Aside from SHES, FMAS also organises the Singapore Heartland Enterprise Star Award (SHESA) to recognise the efforts that have been achieved in three aspects, namely, new perspective on the heartland landscapes; innovation and technologies to enhance the heartland businesses; and attracting young entrepreneurs to start businesses in the heartlands.

To drive the digital transformation of heartland merchants, FMAS set up the HECS in 2019 to engage merchants on the ground. Most recently, the HECS team hosted a series of webinars to equip merchants with the skillsets to kick-start their digital journey.