Cover image via BernamaFollow us on Instagram, TikTok, and WhatsApp for the latest stories and breaking news.
We've all seen the headlines about Singaporeans spending big in Johor Bahru once the RTS Link opens.
But what exactly are they buying in Johor?
A joint study by the Singapore Business Federation (SBF), Singapore Retailers Association (SRA), and Restaurant Association of Singapore (RAS) has broken down the numbers.
According to the study, Singapore consumer spending in JB is projected to increase by an incremental SGD1.05 billion (RM3.5 billion) annually once the RTS Link is operational.
That's on top of the SGD1.7 billion (RM5.3 billion) Singaporeans already spent crossing the border in 2025.
But the spending flow will not only move in one direction.
The study also projects Singapore's own retail and F&B businesses could gain SGD756 million (RM2.3 billion) a year in new spending from JB residents.
Overall, this translates to a net outflow of SGD290 million (RM916 million) annually, equivalent to just 0.4% of Singapore's total retail and F&B sales in 2025.
So while the headline figure may sound significant, the study suggests the actual impact on Singapore's economy is relatively small.
The big four: what Singaporeans are actually buying in Johor
The study ranked outbound spending by category, and the results may not surprise anyone who's made the JB run before:
- Groceries — the single largest share of outbound spend
- Drug stores — think skincare, supplements, personal care
- Dining — cafes, restaurants, cheap eats
- Beauty — hair salons, nail spas, wellness services
Singapore businesses that took part in focus group discussions for the study flagged groceries, pharmaceuticals, and beauty services specifically as segments already losing ground to cheaper prices across the Causeway.
The study also projected just how often Singaporeans will be making the trip
According to the study, there is an expected 51% increase in outbound trips by Singapore consumers once the RTS Link is running.
Combined with the RTS Link's projected 11.2 million additional Singapore-JB round trips a year, that translates to an estimated 39,700 daily trips across the link.
In practice, that could mean a quick weeknight dinner or haircut in JB becomes a normal, low-effort option rather than a special weekend trip.
How Singapore businesses are responding
The study's authors were clear about one thing: Singapore retail and F&B businesses shouldn't try to compete with JB on price.
Instead, the recommendation is to lean into service, experience, and differentiation, from asset upgrades at heartland malls to loyalty programmes that span both sides of the border.
The study also floats consumption vouchers as a way to keep local spending steady even as more Singaporeans start treating the RTS Link as their new commute to cheaper groceries and beauty appointments.
