Recently, Sinnkawa founder Soul Chen sat down with Channel NewsAsia (CNA) at our Kampong Glam store. The conversation touched on how the “vibes” of the precinct have shifted over time, what today’s shoppers look for in gifts, and what it means to grow a brand in a place with real cultural character.
For us, it also circled back to something simple: Sinnkawa means “Singapore Meets Cuteness.”
Sinn comes from Singapore, and kawa comes from kawaii. But we’ve never seen cuteness as decoration. We see it as a gentle languageone that can carry culture, emotion, and memory.
A gift is not just an item. It’s a companion.
At Sinnkawa, we design companions, not just productscharacters and creations that bring comfort, curiosity, and calm to everyday life. We believe in quality over trends, and we take our time to craft pieces that feel lasting, thoughtful, and emotionally meaningful.
When someone chooses a Sinnkawa piece, we want it to feel personal. Not “I bought something,” but “I brought something home.”
Why Kampong Glam fits who we are
Kampong Glam is the kind of neighbourhood that rewards slowing down. People don’t just pass throughthey browse, notice details, and take in the atmosphere. It’s a place where independent brands can feel intentional, not noisy.
That’s why this precinct matters to Sinnkawa. Our characters are storyled, and our products are designed to hold meaning. Kampong Glam gives space for that kind of experience. In a way, the neighbourhood becomes part of the storytelling: the streets, the rhythm, the mix of locals and visitorsall of it shapes how people encounter our world.
The gift scene in Singapore is changing
During the interview, Soul shared a shift we’ve been seeing clearly: shoppers are becoming more intentional. They care about:
- Design that feels original
- Quality that lasts
- Meaning they can connect to
- A sense of placesomething that feels like Singapore
It’s no longer enough to be “cute.” It has to feel real. It has to feel like it belongs.
Cuteness can carry culture
Sinnkawa was born in 2024, proudly homegrown in Singapore, with a simple belief: everyday life becomes brighter with a little kindness and a little cutenessand cuteness can carry culture.
Inspired by Singapore’s iconic Merlion, the Sinnkawa Friends were created: a world where each character embodies a unique emotion and personality. They’re gentle reminders to pause, smile, and hold onto the small moments that matter.
Through warm, meaningful designs and charming characters, we aim to spread kindness, celebrate heritage, and connect communitiesbuilding a movement of joy, one smile at a time.
Growing with the precinct, not just in it
Kampong Glam will continue to evolve. New shops will come in, trends will shift, and the commercial landscape will keep moving. The question is how a business contributeshow it grows without flattening what makes a place special.
Our approach is straightforward: respect the identity of the precinct, contribute with intention, and keep the experience honest. We want visitors to leave not only with a product, but with a warm impression of the neighbourhoodand the feeling that they discovered something truly Singaporean.
From Singapore to the world
Sinnkawa envisions a world where cuteness carries culture. From our home in Singapore, we hope to share our stories and kindness with the worldbringing joy, humour, and inclusivity into everyday life, and creating gentle cultural bonds across different backgrounds through a shared love for our characters.
If you’ve visited our Kampong Glam store, you’ll know: it’s not just shelves and products. It’s a small world designed to make you smilequietly, sincerely, and for longer than a moment.
