Wisma Geylang Serai (WGS) is proud to welcome Saffrons, one of Singapore’s most recognisable Indian Muslim food brands, as the newest addition to its tenant mix. Saffrons’ official opening on Saturday, 12 April 2025, marks a significant alignment of two community-driven institutions that celebrate culture, tradition, and everyday lived experiences—through food, heritage, and human connection.
Located in the vibrant heart of Geylang Serai, WGS is more than a civic space—it is a symbol of Singapore’s multicultural identity and a platform for the Malay/Muslim community to thrive, express, and share. The introduction of Saffrons to the WGS ecosystem is a meaningful nod to the role that food plays in connecting people across generations and cultures.
For the past three decades, Saffrons has built a reputation for flavourful, authentic Indian Muslim cuisine, served with warmth, consistency, and pride. The brand’s opening at WGS brings with it not only popular favourites like Nasi Briyani, Mee Kawen, and signature prata varieties, but also the spirit of homegrown entrepreneurship and heritage that has defined its journey since 1997.
“Once we saw the space, it just felt right,” said Rafsanjani Noor (Jani), Director of Saffrons. “We’ve been looking for a location in this area for a while, and this felt like the perfect fit—not just in terms of location and foot traffic, but because of what WGS represents. It’s vibrant, full of potential, and meaningful to the community.”
The new outlet offers a refreshing twist on the typical Indian Muslim eatery. With glass-panelled windows, a reconfigured open kitchen, and a spacious 120–140 seat layout, the design creates a bright, welcoming atmosphere that invites customers to stay and savour.
A Shared Commitment to Heritage and Community
WGS and Saffrons reflect a shared mission to elevate culturally significant experiences while remaining accessible to a diverse and evolving community. Saffrons joins a curated list of F&B and retail offerings at WGS that serve both the functional needs and emotional connection points of residents, workers, and visitors in the Geylang Serai area.
“Saffrons is not just a household name—it is a part of Singapore’s culinary story. Having them at Wisma Geylang Serai is deeply symbolic of the cultural continuity we strive to uphold,” said Assoc. Prof Dr Muhammad Faishal Ibrahim, Minister of State, Ministry of Home Affairs & Ministry of National Development and Advisor to WGS. “The WGS vision is rooted in building a place where traditions are not only preserved, but experienced. Saffrons brings with it a flavour of community, and we are excited for visitors to experience that here.”
WGS has been actively developing a vibrant tenant ecosystem that reflects the values of inclusivity, identity, and community development. By housing homegrown names like Saffrons, WGS provides opportunities for cultural immersion that extend beyond performances and exhibits—into the everyday experiences that define life in Singapore.
A Homecoming of Flavour and Familiarity
Founded by Mdm Beevi Ayoob who started the business nearly 30 years ago to support her family and educate her children, Saffrons began as a single coffeeshop unit and grew into a full-fledged brand synonymous with quality and comfort food. Its expansion into WGS signals a strategic move to embed the brand in a location that resonates with its core audience while also introducing its offerings to new visitors, tourists, and younger generations.
“This outlet takes our concept further,” Jani adds. “It’s still authentic and comforting, but with a modern and fun upgrade. We wanted to show what a heritage brand can look like when it evolves. We’re even hoping to eventually go 24 hours—make every day feel like Hari Raya!”
While the brand’s iconic mainstays remain the highlight, the WGS outlet introduces exclusive dishes such as mee goreng tulang, prata with sambal, and hearty bowls of sup tulang—all while maintaining consistent pricing with its other outlets to ensure accessibility for all.
Visitors can also expect a unique twist in service: a multi-function service robot that greets guests, delivers food, clears tables, and returns dishes to the kitchen. Designed with both form and function in mind, the robot complements the outlet’s modern concept while enhancing the customer experience.
Reinforcing WGS’s Cultural and Community Focus
WGS continues to evolve as a modern-day kampung—one that brings together people of all ages, backgrounds, and beliefs. Anchored in its role as an integrated civic and cultural hub under the People’s Association, WGS provides space not only for events and exhibitions but for daily life to unfold through food, storytelling, activities and communal connection.
The inclusion of Saffrons fits squarely within this vision, contributing to an environment that is not only practical and service-oriented but also emotionally resonant. “When we think of what makes a place meaningful, it’s not just the architecture or the programming—it’s the smells, the sounds, and the memories we associate with it,” added Prof Faishal. “Saffrons brings that layer of everyday nostalgia and shared identity, and we are incredibly proud to have them with us.”
