When it comes to places to visit in Singapore, the heartlands are seldom top of mind.
A new initiative hopes to change that, starting with perhaps one of the most (in)famous neighbourhoods in Singapore — Yishun.
Launched by The Federation of Merchants’ Associations, Singapore (FMAS), Heartland Trails is a three-year initiative aimed at turning Singapore’s heartland precincts into destinations.
The movement also intends to help create more exposure, footfall and spending for local businesses in these areas, the association announced on Wednesday (Sept 23).
From 2026 to 2028, FMAS will introduce at least three Heartland Trails each year, which will create a network of at least nine curated experiences across heartlands in Singapore.
The programme kicks off at Yishun Central with the inaugural Cabinet of Curiosities: Yishun Heritage Trail, a two-hour walking trail where participants can experience sights and sounds beyond what they’d usually expect in the heartlands.
This includes exploring the shops, trades, tastes and personalities that have shaped the area.
Along the way, visitors will visit places such as an old-school bakery, traditional food establishments, as well as an aquarium and other shops offering “unexpected discoveries”, all while learning about Yishun’s development and the people behind the business scene.
Some highlights include learning the history behind the soon-to-be-refreshed Golden Village Yishun (Yishun 10), biscuit tasting, as well as interacting with exotic creatures such as handling isopods and Madagascar hissing cockroaches.
Rather than simply pointing out landmarks, the Heartland Trails will bring participants into the businesses themselves, allowing merchants to share their stories, showcase what they have to offer, and turn the increased visibility into better patronage.
“For FMAS, this distinction is important,” the association said.
Tickets for the trail are priced at $30 per pax and can be redeemed fully with the SG CulturePass.
Every participant will receive a Heartland Trails Goodie Bag (worth $30), including an exclusive sling bag, foldable bucket hat, hand fan, as well as promotional vouchers from participating shops in the Yishun Central precinct. Selected complimentary items from the Yishun Central Merchant Association are also included.
More information and booking links can be found at Hidden Heritage Collective and the SG60 Culture Pass website.
Impact of RTS Link
This initiative also comes as businesses in the North prepare for possible changes in consumer behaviour with the launch of the Johor Bahru-Singapore Rapid Transit System (RTS) Link at the end of the year.
As FMAS believes that remaining competitive cannot rely solely on prices, it said Singapore’s heartland precincts will have to create stronger reasons for consumers to visit through differentiated products, experiences, services, community connections and the neighbourhoods’ distinctive character.
While FMAS president Yeo Hiang Meng acknowledged that the new cross-border connection creates a greater sense of urgency for businesses in the area, he emphasised that the Heartland Trails are not an RTS initiative alone.
Instead, what the association is trying to address is the question of how to make Singapore’s heartlands more discoverable and give people a reason to spend their time and money there, he said.
“We cannot always compete purely on price. But what our heartlands have in abundance are authentic businesses, interesting people and stories that cannot simply be replicated elsewhere. Our opportunity is to bring those together and turn them into experiences.”
Destinations in their own right
Looking ahead, FMAS said future trails will be developed together with local Merchants’ Associations and Hawkers’ Associations, with each one tailored to the character of its respective precinct.
This means taking into account the heartland’s unique mix of merchants, food, trades, culture, history and community stories.
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In the longer term, the association hopes to build a collection of recognisable heartland experiences that will encourage Singaporeans and potentially tourists to explore precincts beyond the usual shopping and tourism landmarks.
Success goes beyond the number of people who participate in the organised trails, FMAS said.
“The trail is the starting point, not the end point,” Yeo said.
“If someone joins a trail, discovers a bakery they never knew existed, returns with their family a month later and recommends it to someone else, that is the behaviour we want to create,” he continued, adding that the trails should ultimately help change how people view the heartlands.
“We want people to start asking: ‘Which heartland should I explore next?'”
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