In the days following the signing oIn the days following the signing of our Business Combination Agreement (BCA), I have been reflecting on the value of the Singapore brand in Africa.
The BCA outlines a proposed framework under which the parties intend to explore a potential combination, subject to the necessary approvals.
The intense period leading up to the BCA prompted a familiar question I have often asked myself after business and social engagements across the continent: why does Africa place such deep trust in the Singapore brand?
We are a small country in a distant land. On the surface, there seem to be few common touchpoints connecting, more so with the two countries where we are focusing on initially - Democratic Republic of Congo and Ghana.
History matters
So much of the conversation in Africa seems to revolve around colonial history, past exploitation and an eagerness to catch up with the rest of the world. There is also a strong sense of hope and expectation that that moment is finally arriving, at least in parts of the continent.
African leaders in government and business are keen to work with partners who combine competence with fairness. They expect the relationships to be based on respect, balance and local agency.
There is a distaste for structures that feel hierarchical or have echoes of colonial legacy and geopolitics. There is little to none of that when dealing with Singapore companies. Despite our size, the brand equity generally appears strong. Here are some of the qualities African leaders see and expect from Singapore partners:
- transparent processes
- reliable execution
- consistent behaviour
- respect for context
- long-term thinking
A shared story
Beyond governance, there is something else. Singapore’s own rise from scarce resources to global competitiveness resonates deeply with African leaders. It is a relatable story, one built not on natural advantage but on systems, discipline and people.
Time and again, I hear the same sentiment: “We trust Singapore because you listen. You don’t lecture. You keep your word.”
That trust is not accidental. It is earned, one partnership at a time.
What the BCA reminds us
The BCA serves as a personal reminder of responsibility. Our work is not just about designing digital infrastructure. It is about being fair, building trust, supporting participation and strengthening institutions in ways that honour the ethos we come from.
Singapore’s contribution to the world is often measured in technology or finance. But for Africa, what its leaders value as much if not more is its reputation for good governance.
In a world defined by uncertainty and competition, trust may be the most transformative and enduring infrastructure of all.
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