As businesses grapple with rising costs, more are shifting parts of their operations overseas to stay competitive. But when a homegrown brand like Tiger Beer moves production abroad, it raises a deeper question: what do we lose when things are no longer made here?

Associate Professor Lau Kong Cheen, Head of the Marketing Programme at the Singapore University of Social Sciences’ (SUSS) School of Business joins the Breakfast Show to unpack whether rising costs are reshaping not just business decisions, but how we define what is truly “Singaporean” in a globalised economy and whether identity can endure even as production moves elsewhere.