Qualifying Criteria

This award is open to all heartland operators including hawker centre stall owners, enterprises operating in shop-houses, HDB managed malls and neighbourhood retail outlets. The award is also open to businesses who service the heartland neighbourhood operators. They are:

  • Promising Enterprise: With 1 to 4 establishments
  • Prominent Enterprise: With 5 establishments and above

New category definition for SHESA 2016:

To qualify under Promising Category:

Applicant must have less than 5 local outlets (including both self- owned and franchisee) and not more than SGD $5million (SGD $5,000,000) annual sales turnover (Based on latest financial year record)

To qualify under Prominent Category:

Min 5 outlets (including both self- owned and franchisee) or more than SGD $5 million (SGD $5,000,000) annual sales turnover (Based on latest financial year record)

NOTE: Enterprise with over SGD $5 million annual sales turnover will automatically be placed in the "Prominent Category" even if they have less than 5 outlets. This new regulation is to ensure that enterprises in the various categories are more similar in size and structure.

All applicants must:

  • have operating outlets located in the neighbourhood centres (non-mall)
  • be incorporated in Singapore with at least 30% Singaporean or PR ownership
  • be home-grown Singapore brands
  • provide services/products to heartland neighbourhood operators

Award Package

All winners will be required to take up the award package of S$5,988 for Promising Enterprise and S$12,988 for Prominent Enterprise. Details of award package include:

  • Publicity in Lianhe Wanbao
  • Featured on FMAS’s website
  • Featured on Lianhe Wanbao’s website
  • One Award Trophy
  • One Award Certificate
  • Award Commemorative Book
  • One Table at the Award Presentation Ceremony
  • One CD of photographs taken during the Award Presentation Ceremony
  • One-year free FMAS membership for non-member

Payment Terms: Full payment 7 days upon date of invoice.


Please ensure that you have the following items ready before submission:

  1. (Completed Form with required write up)
  2. (Up to 10 photographs of your shop front/services and/or products)
  3. (A copy of ACRA certificate within last 6 month)
  4. (A non-refundable application fee of $500 attention to FMAS. This amount will be deducted from award package fee if applicant is notified as a winner of the award at the later stage)

Click here to download the application form

Please send all completed application form to the following address:
Block 1 Joo ChiatComplex, #05-1019, Joo ChiatRoad, Singapore 420001

For any enquiries, please contact FMAS at 6741 4670 or email: