Giant Singapore calls out Tampines for having ‘kiasu’ consumers

Hypermarket brand Giant Singapore has revealed which town in Singapore to be the most “kiasu”, which translates from Singlish to “competitive” of “being afraid of losing” in English. This followed a recent inter-town competition conducted by the supermarket which saw Tampines coming up top with a score of 1,245,914 points.The “Kiasu Town” quiz is part of an ongoing campaign by Giant Singapore to showcase its commitment to providing the best deals in town and bolster awareness and engagement for its Giant Super Saver Club loyalty programme. As part of the campaign, the supermarket will also be hosting giveaways.Meanwhile, consumers who are residents of Serangoon and Jurong West came a close second and third with 1,226,692 and 975,174 points respectively. The results also found a majority of Singaporeans being deal-seekers, or “Lobang Queens”, with 38% of respondents saying that they would go the extra mile for getting a good deal. 21% were found to be “Klassic Kiasus” who are “a touch shy” of becoming full-fledged bargain hunters, while 27% were found to be too laid back to hunt for deals which promise big savings. Only 14% of Singaporean consumers were found to be willing to pay full price for everything. They were termed “Atas Maximus high class tai tais”.Marketing has reached out to Giant Singapore for additional comment.