by Jason Cheng, Managing Director of DTC World Corporation Pte Ltd
In today’s competitive marketplace, corporate gifting has moved far beyond branded mugs and keychains. Once a simple gesture of appreciation, it has now become a strategic lever for brand credibility, ESG impact, and sustainable engagement — especially across Singapore and the wider Asia-Pacific region, where sustainability is rapidly reshaping consumer and business behaviour.
The global corporate gifting market is forecast to reach US $966.3 billion in 2025 and is expected to hit USD 1977.17 billion by 2034 reflecting a healthy 8.28 % CAGR. Within that growth lies a clear shift: brands are no longer satisfied with “any gift.” They want sustainable, meaningful, and regionally relevant merchandise that aligns with ESG principles.
1. The problem with traditional gifting.
Across Asia, countless promotional items end up unused or discarded — an estimated 40 % of corporate gifts end up in landfill. These “cheap freebies” not only waste resources but can also damage a brand’s reputation in sustainability-conscious markets like Singapore, Malaysia and Vietnam, where green initiatives and corporate ESG reporting are becoming the norm.
Employees, partners, and consumers now see corporate gifts as an extension of brand values, not an afterthought. That means poorly sourced, short-lived items can conflict with a brand’s public ESG commitments.
2. The rise of sustainable and ethical corporate gifting.
In 2025, eco-friendly and ethical merchandise is leading corporate gifting trends across Singapore and APAC. Several forces drive this transformation:
- Eco-conscious design – Gifts made from recycled, organic, or renewable materials, designed for durability rather than disposability.
- Local and regional sourcing – Singapore and neighbouring markets like Malaysia and Vietnam are reducing carbon footprint by producing closer to end-users, lowering shipping emissions and lead times.
- Personalisation with purpose – Customized, lifestyle-fit items that tell a story while aligning with sustainability goals.
- Alignment with ESG frameworks – More companies are embedding gifting within their broader sustainability roadmaps, linking items to circularity, waste reduction, and measurable impact.
Sustainable premiums are now brand differentiators. When a company gifts something made responsibly — with transparent sourcing, ethical labour and measurable carbon savings — it reinforces brand integrity.
3. What marketers in Singapore & APAC should look for.
When rethinking a corporate gifting strategy, consider these key criteria:
- Verified sustainability credentials – Choose corporate gift suppliers with recognised certifications such as EcoVadis Platinum or ISO-based environmental systems. These third-party audits provide assurance of sustainable sourcing and fair-labour practices.
- Lifecycle thinking – Focus on gifts that are reusable or recyclable, with eco-friendly packaging and minimal waste.
- Regional sourcing efficiency – An integrated supply chain across Singapore, Malaysia, Vietnam, and China can reduce both costs and carbon output while improving fulfilment agility.
- Simplicity in design – Consumer psychology favours simple, thoughtful designs over complex gimmicks.
- Measurable ROI & ESG alignment – Track metrics such as carbon reduction, re-use rate, and recipient satisfaction alongside marketing KPIs.
4. Actionable steps for marketers.
- Audit your gifting portfolio – Determine what portion of your spend is already sustainable or regionally sourced.
- Integrate ESG criteria – Align gift selection with your sustainability or CSR objectives.
- Localise sourcing – Where possible, produce in or near markets such as Singapore or Vietnam to cut emissions.
- Design for longevity – Favour high-quality, multipurpose gifts over disposable novelty items.
- Track performance – Measure both environmental (carbon savings) and marketing (brand recall) impact.
5. The new definition of a “good gift”.
Across Singapore and the Asia-Pacific, corporate gifts are no longer just tokens — they are storytelling tools for sustainability. Whether it’s a reusable travel kit, a recycled-fabric tote, or an IP-licensed collectible with eco-packaging, these items now communicate a company’s purpose as much as its logo.
Brands that reimagine their merchandise this way are discovering a double dividend: stronger ESG credentials and deeper human connection.
Jason Cheng is the Managing Director of DTC World Corporation Pte Ltd, a Singapore-based APAC brand-merchandise company specialising in sustainable and IP-licensed promotional gifts.
DTC World holds the EcoVadis Platinum Medal, the EcoVadis Sustainability Achievement Award, and was recognised for Regional Sustainability Leadership 2025.
