Heartland shops in Singapore can get two Enterprise Singapore grants aimed at bringing in more customers. The Enhanced Visual Merchandising (EVM) Programme helps a shop refresh its storefront, displays and marketing, with qualifying costs of up to S$20,000 for standard projects and up to S$60,000 for larger projects. The Heartland Enterprise Placemaking Grant (HEPG) funds new events and activities that draw shoppers to a neighbourhood, capped at S$14,000 of support per project. From 1 April 2026 both support up to 70% of eligible costs for businesses with a physical shop in an HDB estate and at least 30% local shareholding.
Raffles Corporate Services works with a panel of experienced Singapore law firms who offer cost-effective and efficient legal service and advice. This article is general information only and is not legal advice.
Which heartland grant fits your shop?
The two schemes solve different problems. EVM improves what customers see when they walk past and into your shop. HEPG pays for something new happening in the precinct that gives people a reason to visit.
| Feature | Enhanced Visual Merchandising (EVM) | Heartland Enterprise Placemaking Grant (HEPG) |
|---|---|---|
| Purpose | Storefront, layout, display and marketing upgrade | New placemaking events or activities that add vibrancy and footfall |
| Support level (from 1 Apr 2026) | Up to 70% | Up to 70% |
| Limit | Qualifying costs up to S$20,000 (standard) or S$60,000 (larger-scale, assessed case by case) | Support capped at S$14,000 per project |
| Vendors | Standard projects: Enterprise Singapore-appointed partner vendors. Larger projects: vendor of your choice | Third-party vendors and consultants, not related to your company |
| How often | More than once, for different projects | Once per company, however many shops it has |
| Timeline | Programme runs 1 May 2025 to 30 April 2027; work must be implemented by 30 April 2027 | Complete within 12 months of a successful application |
| First contact | Heartland Enterprise Centre Singapore (HECS) business advisors | |
Who is eligible?
The two programme pages set very similar conditions:
- A business entity registered (and for HEPG, incorporated) and operating in Singapore.
- At least 30% local shareholding.
- Group annual turnover of no more than S$100 million, based on the most recent audited report, or group employment of no more than 200 employees.
- A physical storefront in the heartlands. EVM refers to a physical shopfront in HDB estates. The HEPG FAQ defines heartlands as precinct clusters, neighbourhood centres and town centres within HDB postal codes, which you can check on HDB’s map services.
These schemes are for physical shops. An online-only or home-based business does not meet the storefront condition. For a wider view of how grant eligibility is assessed, see our business owner’s guide to grant eligibility.
What does the Enhanced Visual Merchandising Programme pay for?
EVM aims to help heartland businesses present, arrange and display their products in a way that encourages purchases. The programme page lists three areas:
- Storefront revamp. Refreshing the store layout to improve workflow and product visibility, including aesthetic items such as lighting and flooring, and shop fixtures such as display racks and shelves.
- Capability building. Training on how product placement and marketing materials can improve footfall and sales.
- Marketing. At least two marketing collaterals such as posters or infographics, photography and copywriting for up to five products or listings, Google Business setup for customer reviews, and a company website.
Participants must complete the programme with the appointed vendor, attend the training sessions arranged, and use the solution for at least 12 months.
Standard or larger-scale? Standard projects, with qualifying costs up to S$20,000, must use one of the partner vendors appointed by Enterprise Singapore and listed on the programme page. Larger-scale projects, with qualifying costs up to S$60,000, are evaluated case by case and may use any vendor.
What does the Heartland Enterprise Placemaking Grant pay for?
HEPG supports ground-up projects that make a heartland precinct livelier and lift spending at its shops. The official examples are community engagement activities, public art installations, workshops and thematic or localised festivals. The FAQ gives two illustrations: a plant nursery running a pop-up farmers’ market with terrarium workshops at a town centre plaza, and a salon teaming up with a clothing shop for a fashion show with live performances.
Supportable costs:
- Third-party consultancy.
- Hardware, equipment and software.
- Marketing.
- Professional services such as event management, branding and creative work, and audit.
Not supported:
- Operational costs.
- Activities that are already common in the heartlands or tied to existing operations, such as festive light-ups, bazaars, traditional trade fairs, traditional night markets and traditional family carnivals.
The FAQ adds three practical rules. The event must last at least one hour, excluding set-up. It can be held at heartland shops, public spaces or common areas within HDB postal codes, subject to the necessary approvals, and does not have to be in the precinct where your shop is. And the proposal must explain how it creates a precinct identity and increases vibrancy, footfall and spending beyond regular heartland events.
How do you apply?
Neither scheme is applied for in the same way as the EDGE Grant. Both programme pages direct businesses to HECS business advisors first.
- Check eligibility, including whether your shop’s postal code is within the heartlands.
- Contact HECS on 6741 3429 or at [email protected] for a free consultation. For HEPG, the FAQ says HECS provides and receives the grant application form.
- Scope the project and get quotations. For EVM standard projects, use an appointed partner vendor. For HEPG, prepare your company details, project description, vendor quotations and project cost, which the FAQ lists as the information the form requires.
- Check vendor independence. The HEPG FAQ says suppliers must have no relationship, connection, association or dealings with the applicant, its related companies, directors or common shareholders.
- Wait for approval before committing. The pages do not set out a retrospective-cost rule in detail, so confirm with HECS before signing anything or paying a deposit.
- Deliver and keep records. Keep invoices, proof of payment, photos and attendance records for the event or revamp. Our guide to record-keeping for grants explains what to retain.
Enterprise Singapore has not published claim timelines for either scheme on the pages we reviewed; ask HECS how and when reimbursement is made for your project.
A worked example
Example: A family-run bakery with two outlets in an HDB town centre (hypothetical, 100% Singaporean-owned, eight staff) wants to lift weekday sales.
- EVM: It chooses a standard project with an appointed partner vendor: new display shelving and lighting at the main outlet, product photography for five best-sellers, a Google Business profile and training on product placement. If qualifying costs are S$18,000, support of up to 70% would be up to S$12,600. It must keep using the solution for at least 12 months.
- HEPG: Together with a neighbouring kitchenware shop, it proposes a monthly weekend baking workshop series at the town centre plaza, with an event manager and marketing. If eligible costs are S$22,000, 70% would be S$15,400, so the S$14,000 per-project cap applies.
Because HEPG can only be used once per company, the bakery chooses its strongest idea rather than a one-off festive event, which would not be supported anyway.
Common reasons heartland applications fall short
- The shop is outside an HDB postal code, or the business has no physical storefront.
- The placemaking idea is a routine heartland activity, such as a festive light-up or night market.
- The vendor is related to the owners or directors.
- Local shareholding is below 30%, often after a foreign investor joins.
- The EVM project is not finished by the programme’s 30 April 2027 implementation deadline.
Frequently asked questions
Can I use both EVM and HEPG?
They fund different things, a storefront upgrade and a placemaking project, so a shop may consider both. Do not claim the same cost twice, and confirm your plan with HECS.
Is the support still 50%?
No. Enterprise Singapore’s Budget 2026 page states that support for heartland enterprises under both schemes increased to up to 70% from 1 April 2026. Older material showing 50% and a S$10,000 HEPG cap is out of date.
Can a hawker stall apply?
The schemes require a physical storefront or shop in the heartlands and a registered business entity. Ask HECS whether your premises qualify.
Can I apply for HEPG once for each of my shops?
No. The HEPG FAQ says each company can apply only once, regardless of how many shops it owns.
Are there other grants for small shops?
Yes. Our directory of Singapore government grants for companies lists them, and our article on the Business Refresh Package explains the Budget 2026 changes. Automatic payments such as the SME Cash Grant 2026 need no application.
Information checked against official sources on 6 November 2026. Official references: Enhanced Visual Merchandising Programme, Heartland Enterprise Placemaking Grant, the HEPG FAQ and Enterprise Singapore’s Budget 2026 page.
Free grant consultation: is EVM or HEPG right for your company?
Raffles Corporate Services has in-house certified grant consultants who are experienced with Singapore grant applications and the full grant process, from checking eligibility and preparing the proposal and supporting documents to submitting claims and meeting the conditions after approval. We can arrange a free consultation to review your company and identify which grants, including EVM and HEPG, may be applicable.
Email [email protected] or WhatsApp +65 8501 7133 to book a time. Enterprise Singapore decides every application, and no consultant can guarantee approval.
The Editorial Team, Raffles Corporate Services