SINGAPORE, 20 November 2025 – Xero, the global small business platform, has announced the launch of SG60: A Nation Built by Small Businesses, a customer campaign celebrating local enterprises that embody the values at the heart of Singapore’s 60th anniversary.
As the nation commemorates this milestone, the video series will highlight the diversity of Singapore’s small-to-medium enterprises (SMEs), guided by SG60’s pillars of resilience, boldness, openness, and multiculturalism.
“In just six decades, Singapore has transformed into a global business hub and economic powerhouse, its success built on grit, tenacity, innovation and a celebration of diverse perspectives,” said Koren Wines, Managing Director, Xero Asia. “These same values are lived daily by Singapore’s small business community – the unsung nation-builders who represent the heartbeat of the economy.”
Introducing Xero’s Small Business Heroes
SMEs account for 99% of all enterprises in Singapore, employing around 70% of the workforce and contributing approximately half of the national GDP. They are, unequivocally, the driving force behind Singapore’s growth, and their continued success is vital to shaping the country’s future.
Despite operating on tight margins and under resource constraints, SMEs have consistently defied the odds to deliver outsized impact on customers and communities. Wines added:
“Our campaign is a tribute to our customers – everyday businesses achieving extraordinary things. It is my hope that these remarkable founders will inspire others to be tenacious, courageous and willing to challenge the status quo.”
The SG60 campaign proudly shines a spotlight on Xero’s Small Business Heroes, featuring entrepreneurs whose stories of resilience and innovation embody the spirit of the nation. Featured businesses include:
| Theme | Value | Featured Customer |
|---|---|---|
| Openness | Staying curious, embracing new ideas and welcoming change | Oriental Remedies Group |
| Boldness | Daring to lead, take risks and break norms | Nandina REM |
| Multiculturalism | Built by many voices, serving diverse communities and reflecting richness | Foreword Coffee |
| Resilience | Standing strong, adapting quickly and persevering with grit and heart | GOODSTUPH |
SG60 in Action
The campaign launches today on a dedicated microsite, featuring four customer videos spotlighting Foreword Coffee, GOODSTUPH, Nandina REM, and Oriental Remedies Group. Additional videos and articles will be released in the coming months, deepening the exploration of how Singapore’s small businesses embody the SG60 spirit across diverse sectors.
