Ellen Chew to launch brand new restaurant concept in Shaftesbury Avenue

Singaporean restaurateur Ellen Chew’s ‘Chew on This’ restaurant group will launch a brand new restaurant, ‘Singapulah’ in February 2024.

Located at 53 Shaftesbury Avenue, the 100-cover site, spread across four floors, will showcase Singaporean cultural heritage and flavours through unique food products from Singaporean food manufacturers, many of which have never been available in the United Kingdom until now.

Singapulah’s menu will pay homage to the diverse culinary landscape of Singapore, bringing together 13 different Singaporean brands and food manufacturers.

This unique concept is supported by Enterprise Singapore, the Singapore government agency championing enterprise development, and the Singapore Brand Office, with promotional support from Singapore Tourism Board and Singapore Global Network.

Ellen Chew, founder and director of the Chew on This Group, says “Singapulah is a completely fresh restaurant concept. What sets Singapulah apart is the authenticity; the ingredients, the brands, the decor, the methods of cooking and the expertise of the Chef all bring the essence of Singapore to London.

“Singapulah will be a vibrant restaurant in the heart of London that celebrates the best of Singaporean food, culture and design. This concept will also give us the chance to work with the best of Singaporean food products previously unavailable in the UK, introducing the authentic taste of the Straits,” she added.

Singapulah will also act as a bridge between Singaporean food manufacturers and UK-based food distributors and retailers, showcasing unique Singaporean ingredients and dishes as they should be served. The featured food manufacturers and partner brands will rotate every six months. Selected feature brands will also have consumer products available for diners in the restaurant’s retail spaces.

By Mark Adair – Correspondent, Bdaily

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