About Us

Incorporated in 1989, FMAS is a non-profit association formed to represent merchants’ operating in the HBD towns and neighbourhood centres.

In March 2019, started FMAS’ subsidiary Heartland Enterprise Centre Singapore (HECS), to champion the rejuvenation of heartland town for heartland merchants.


  • To be CHAMPION for the Neighbourhood Business Community and rejuvenating the heartland business
  • To be the BRIDGE between Government Agencies and Heartland Retailers/Hawkers


  • UNITE business in the community; UPLIFT productivity & competitiveness; INJECT vibrancy into Neighbourhood Centres
  • To be the catalyst that transforms precinct through placemaking, revitalising of heartland enterprises and upskilling of the workforce.
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