We kicked off the month of June with a front-row seat at NRF 2025: Retail’s Big Show Asia Pacific (NRF APAC 2025), held at Marina Bay Sands. Now in its second year in Singapore, this flagship conference brought together over 300 exhibitors, keynotes from brands like 7-Eleven and Golden ABC, and thousands of retail professionals — all under the theme “Retail Unlimited.”
From digital innovation to sustainability and cross-border brand building, NRF APAC was a deep dive into the forces reshaping retail across Asia-Pacific. In partnership with our parent company, Underworks Japan, we had the privilege of leading on-the-ground retail tours for Japanese professionals, giving them exposure to how global retail trends are being translated into Singapore’s physical spaces.
How Brands Are Owning Online & Offline Spaces
We supported two immersive tours curated for Japanese retailers and Direct-to-Consumer (D2C) brands. Hosted by Mr. Iba (NRF Advisory Board) and Shopify Japan, our role spanned from on-ground coordination to cultural and strategic translation of Singapore’s retail ecosystem. Based on the conversations sparked, we saw firsthand how the right environment can trigger the right ideas.
One of the strongest insights from both tours was clear — today’s top-performing retail brands are mastering the shift from online to offline.
We observed integrated brand ecosystems at key stores in Singapore’s prime shopping district, Orchard Road. Here, customers can seamlessly move from digital browsing to physical experiences, with services like Nike By You’s OMO (Online Merges with Offline) in-store fitness integrations and Love, Bonito’s data-informed store layouts leading the charge. We also observed how Mandarin Gallery, a brand we’ve worked closely with, and Don Don Donki Orchard Central utilised localisation strategies to engage with consumers.
This seamless blend of digital innovation and personal interaction was equally apparent at New Bahru — an up-and-coming mall powered entirely by homegrown brands. Local brands are building presence with purpose through community spaces rooted in sustainability, craftsmanship, and storytelling.
Elevate Your Brand’s Presence With Us
Seeing how digital and physical channels intersect in real-time can unlock a world of opportunities for brands looking to elevate their presence for the modern consumer.
As Shopify partners, we’re committed to creating more of these learning journeys — experiences that turn curiosity into clarity, and insight into action.
As we continue our collaboration with Underworks and our partners across Asia, we look forward to empowering more businesses to thrive in this ever-evolving retail landscape.
Talk to us to explore how we can bring purpose to your brand’s presence today!
