
Singapore Heartland Enterprise Star Award 2024
Close to 700 participants attended the Singapore Heartland Enterprise Star Award 2024 Gala Dinner graced by Deputy Prime Minister Heng Swee Keat at Shangri-La Singapore on 12 Dec 2024.
SHESA was first launched in 2014 by The Federation of Merchants’ Associations, Singapore (FMAS). It was envisioned as a platform for heartland enterprises to reflect on their strategies, share best practices, and learn from one another. Over the past decade and celebrating its 10th Anniversary, it has grown into a beacon of excellence, empowering over 230 enterprises to push their boundaries and embrace new possibilities.
This year’s theme, “Innovate & Elevate,” underscores a critical message for all of us: in today’s rapidly changing global and local landscape, the success of businesses is anchored on their ability to innovate, adapt, and collaborate.
Congratulations to all winners and as we look forward to the next decade, let us reaffirm our commitment to supporting our heartland enterprises. Together, we will continue to innovate and elevate, ensuring that this vital sector remains a dynamic cornerstone of Singapore’s economy and community.
About The Event
The Singapore Heartland Enterprise Star Award (SHESA) is an annual business awards organised by The Federation of Merchants’ Associations, Singapore (FMAS) to recognise the efforts and achievements of our heartland enterprises. Since its inception in 2014, SHESA has evolved into a recognized brand from solely just an enterprise award.
Besides being a business award, SHESA is also a platform for heartland enterprises to examine their marketing strategies and share operational experiences with their peers. We hope through the award, more heartland enterprises will be inspired to grow and improve and hence allowing more businesses to learn from one another.
In 2024, The Singapore Heartland Enterprise Star Award (SHESA) reaches its 10th year this year. With the theme of “Innovate & Elevate”, we aim to encourage innovation and the fostering of collaboration and partnership. In today’s rapidly evolving global landscape, the success of businesses hinges upon their ability to innovate, adapt, and collaborate effectively. Innovation serves as the cornerstone of progress, enabling enterprises to thrive amidst challenges and uncertainties. Through collaboration and partnership, the impact of innovation is amplified, unlocking new possibilities and synergies that propel enterprises forward and drive greater value creation for both enterprises and communities alike.

Singapore Heartland Enterprise Star Award 2024 Key Highlights



This year’s theme, “Innovate & Elevate,” underscores a critical message for all of us: in today’s rapidly changing global and local landscape, the success of businesses is anchored on their ability to innovate, adapt, and collaborate.
Winners of Singapore Heartland Enterprise Star Award (SHESA) 2024
• 1728 Group Pte Ltd
• Ah Yee Fruits House Pte Ltd
• Aik Kong Tong Pte Ltd
• Asam Tree Pte Ltd
• Blessed Health TCM Clinic
• Daeung Enterprise Pte Ltd
• Dragonfly Pte Ltd
• E Pin Hong Mala Pte Ltd
• Freshening Industries Pte Ltd
• Happy Tutors Learning Centre Pte Ltd
• HoJiak Durian & Fruits (JE)
• Juz Bread Holding Pte Ltd
• Lexus Trading Pte Ltd
• Major99 – A.T The Bar Pte Ltd
• Perfection Face & Beauty Wellness
• Pioneer Energy (S) Pte Ltd
• Salon One Beauty Salon Pte Ltd
• Singapore Ski & Snowboard Academy Pte Ltd
• Sixth Avenue Porky Prawn Noodle Pte Ltd
• Stone Artistry Pte Ltd
• True Beautie Aesthetic Clinic Pte Ltd
• TSC Education Lab (Admiralty) Pte Ltd
• Yu Plus Pte Ltd
• Yu Shang Yi TCM Wellness Pte Ltd
This category award gives due recognition to the heartland enterprise with the best store design and layout in Singapore. The winner is selected for its most optimal store layout, best space productivity, and creative visual merchandising skills.
- 1728 Group Pte Ltd
This category award is given to the heartland enterprise in Singapore with the best customer service. The winner is recognised for its ability to maintain an excellent customer relationship. What sets this enterprise apart from others is its ability to anticipate customers’ needs, and its sincerity in helping customers solve their problems.
- Pioneer Energy (S) Pte Ltd
This award acknowledges enterprises for their outstanding digital strategy, highlighting significant milestones achieved in their digital transformation journey. These enterprises demonstrate a remarkable ability to adapt to evolving digital trends and effectively leverage digital tools in their operations, showcasing a commitment to staying abreast of technological advancements in the digital landscape.
- Yu Plus Pte Ltd
This category award honours the most innovative heartland enterprise in Singapore, for its exceptionally fresh and creative business concept. This enterprise is singled out for being a first mover in its industry to emerge with an innovative business concept and to fill a market gap, distinctly differentiating itself from its competitors.
- Singapore Ski & Snowboard Academy Pte Ltd
This overall winner award rewards the heartland enterprise for being a great communicator and one of the best marketers in Singapore. The winner is acknowledged for its ability to. create engaging and effective campaigns, fulfil sales targets, and establish a strong brand presence through a distinct look that stems from its brand philosophy.
- Unidbox Hardware Pte Ltd
This award honours enterprises that have excelled in franchising, customer service, visual merchandising, marketing and innovation. Essential to this award are the enterprises’ leadership role, economic impact and influence in the heartlands, as well as demonstrated social contribution to the community and have gained reputation.
- Sigma Food Pte Ltd
This award recognises the heartland enterprise who has contributed significantly to conserving a legacy in Singapore for more than 25 years. The winner is an expert in the trade who has a strong desire to pass it on to the next generation of Singaporeans.
- Orient Goldsmiths & Jewellers (Pte) Ltd
The Hall of Fame recognises enterprises’ efforts in consistently challenging themselves to excel in the Singapore Heartland Enterprise Star Award.
Enterprises that have participated in a total of three editions of SHESA will be induct into the Hall of Fame.
• Hui Master International Geomancy Pte Ltd
• Food Dynasty Pte Ltd
• I Sel-Fish Pte Ltd
• Tai Ho Soon Pte Ltd
• Unidbox Hardware Pte Ltd
This Grand Overall Winner award is given to the heartland enterprise displaying high levels of capabilities in multiple areas, inclusive of customer service, visual merchandising, innovation, replicable business model and marketer, in the Promising Enterprise Award Category.
- Freshening Industries Pte Ltd
SHESA 2024 Panel of Judges
SHESA 2024 Sponsors



SHESA 2024 Co-Organiser
