Taiwan’s BlueBird Travel has launched its first overseas flagship store at Jewel Changi Airport in Singapore, marking a significant milestone in its international expansion. Celebrating its 10th anniversary, the brand is introducing its signature Pork Floss and Bubble Tea Egg Rolls, alongside a Singapore-exclusive Lemon Egg Roll, to cater to local tastes.
BlueBird Travel’s decision to open in Singapore follows a successful trial pop-up store earlier this year, which demonstrated strong consumer interest and repeat purchases. The brand’s Managing Director stated, “The strong reception confirmed the brand’s product–market fit in Singapore.”
The flagship store’s design incorporates “egg-roll aesthetics,” featuring caramel-toned lights that mimic the appearance of freshly baked rolls, enhancing the brand’s identity. This strategic location at Jewel Changi Airport allows BlueBird Travel to engage with global travellers, offering them a taste of Taiwan’s beloved snacks.
To celebrate the opening, the store is offering a Buy-2-Get-1-Free promotion on its 8-piece egg roll gift boxes until 14 December. This promotion aims to introduce customers to the brand’s unique flavours, which include the savoury Pork Floss Egg Roll and the playful Bubble Tea Egg Roll, both of which have been well-received in Taiwan.
BlueBird Travel’s expansion into Singapore is a strategic move to tap into a market familiar with Chinese-inspired flavours. The brand’s commitment to localisation is evident in the creation of the Lemon Egg Roll, tailored specifically for Singaporean palates. This marks an important step in BlueBird Travel’s global growth strategy.
