If a non-local asks which neighbourhoods in Singapore they should explore, you would probably instinctively direct them to Katong-Joo Chiat, home to colourful Peranakan houses and famous laksa, or the vibrant and artsy Bencoolen, which ranked on Time Out’s list of coolest neighbourhoods in 2025.
The Federation of Merchants’ Associations, Singapore (FMAS), a non-profit organisation that supports over 20,000 retailers and 16,000 hawkers, poses an alternate suggestion: Yishun.
Its Heartland Trails initiative, piloting in Yishun Central, aims to help both Singaporeans and non-locals discover offerings from various heartland precincts across Singapore, from local history and heritage food to hidden gems within familiar neighbourhoods.
I went as a participant in the inaugural trial held on Saturday (Oct 3) to see what it was all about.
2-hour trail along Yishun Central with light bites and merchant stories
Beginning at Yishun MRT, the two-hour guided tour takes participants from Yishun 10 mall, which houses Singapore’s very first multiplex cinema, to Just Ants, a physical ant store run by hobbyist John Ye.
The Cabinet of Curiosities: Yishun Heritage Trail tickets are priced at $30 per person and are SG CulturePass-eligible. All participants will receive a goodie bag valued at $30, including a foldable bucket hat and special promotional vouchers to encourage patronage across participating shops in the Yishun Central precinct.
A delightful addition to the tour were the multiple quick stops for light bites, such as a biscuit tasting platter from Leelicious, a quaint traditional biscuit shop located at 926 Yishun Central 1.
Gelvan Ong and Lee Lee Jong, a couple in their 50s who founded and run the store, are passionate about sourcing delicious traditional biscuits and snacks as they remind them of fond memories from their childhood.
They shared how their customer base typically comprises regulars and that they were “very honoured” to be selected as part of the Yishun Heartland Trail.
“The main purpose (of being part of the trail) is not just for sales; we would love for people to learn more about Yishun Town Centre. Go beyond Northpoint; there’s an interesting cluster over here as well,” said Lee Jong.
‘I feel like a tourist in my own country’
Throughout the tour, I noticed how participants were actively engaging with merchants and approaching the various tour elements with a keen sense of curiosity.
“I feel like a tourist in my own country attending this tour. For most of my life, I’ve lived in the West, so I’ve only ever come to Yishun maybe two or three times. And even when I come, it’s mostly to the more popular or well-known areas like Tzu Chi Humanistic Youth Centre or Northpoint… Whereas this tour brings you to the smaller places that you will only go to if you live here,” shared Yan Hao Low, 26, a participant who also noted how the tour helped him approach the curated trail stops intentionally.
“If left to our own devices, we’ll just go to whatever’s conveniently located near the MRT,” said Caroline Quek, 25, a former Yishun resident who shared how the tour enabled her to discover places in the neighbourhood she hadn’t known about.
Member of Parliament for Nee Soon Central division, Goh Hanyan noted that the tours enable Singaporeans and overseas guests to experience a Singapore beyond just the “glitzy stuff” by showcasing hidden treasures and heritage businesses.
Helping businesses remain competitive amid tighter squeezes
Through a three-year initiative, the Heartland Trials aim to reposition Singapore’s heartland precincts as destinations to visit beyond just running errands, with hopes that this will provide greater footfall for local businesses.
The launch also comes amid increased competition for merchants running brick-and-mortar stores, as they are pitted against e-commerce offerings and the impending ease of access to cross-border travel with the introduction of the Johor Bahru-Singapore Rapid Transit System (RTS) Link.
FMAS believes that businesses need to remain competitive through differentiated products, experiences, service, community connections and the distinctive character of their neighbourhoods.
“Our heartlands should not only be places we visit because we happen to live nearby. Every neighbourhood has its own businesses, personalities, food, trades and stories that can give people a reason to deliberately visit, explore and spend time there,” said Jon Lee, Executive Director of FMAS.
“Through the Heartland Trails, we want to uncover these stories and package them into experiences that help Singaporeans rediscover their own heartlands. For our merchants, the objective is equally practical; we want greater visibility to translate into more visitors walking through their doors, greater spending and, importantly, repeat patronage,” he continued.
FMAS intends to introduce at least three Heartland Trails each year from 2026 through 2028, creating a growing network of at least nine curated experiences across Singapore’s heartlands.
Members of the public who are keen to sign up for the Cabinet of Curiosities: Yishun Heritage Trail may do so via the Hidden Heritage website.
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kimi.ang@asiaone.com
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