Koufu Introduces Colour-Coded Price Labels for Economy Rice Stalls in Singapore

By
Siti Hajar
-
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Diners at Koufu foodcourts and coffee shops will soon be able to identify the price of each dish in their economy rice order through colour-coded labels. This initiative, launched on 24 Mar 2025, comes from a partnership between Koufu and the Consumers Association of Singapore (CASE).

New Colour-Coded System to Boost Price Transparency at Economy Rice Stalls

The system will be implemented across all economy rice stalls in 77 Koufu foodcourts and coffee shops by the end of 2025. For now, the launch has begun at Hong Le Mixed Veg Rice Stall at the Koufu foodcourt in Plantation Plaza, Tengah estate.

Under this system, blue labels represent seafood items costing $2.50 per serving, while orange labels indicate meat dishes at $1.50 per serving. Green labels are used for vegetables priced at $1 per serving. White labels denote “premium items” with prices handwritten on them.

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Image: zaobao.com.sg

The launch event saw CASE president Melvin Yong and Koufu chief financial officer Chua Sher Lin in attendance. Senior Minister of State for Trade and Industry Low Yen Ling was also present at the ceremony.

Ms Low is MP for the Bukit Gombak ward of Chua Chu Kang GRC. Tengah estate will be absorbed into this group representation constituency under new electoral boundaries for the upcoming general election.

CASE Aims for Nationwide Implementation to Reduce Consumer Disputes

The initiative, dubbed the Price Transparency for Economical Rice project, aims to tackle common complaints about economy rice pricing.

Mr Yong, who also serves as MP for Radin Mas SMC, noted that customers often complain about meal costs after selecting their dishes.

“The dispute often centres on the ambiguity of the prices of the dishes on display. Having colour-coded labels will allow consumers to make informed choices and prevent any potential disputes over prices,” he said.

CASE hopes to extend this system to all economy rice stalls across Singapore. The association plans to bring on board other operators beyond Koufu in 2025. Interested operators can contact CASE about implementing similar labels.

“It is important that we know clearly the price of what we are buying,” Mr Yong added.

Koufu’s Ms Chua stated that the initiative will help customers quickly identify each dish’s category based on the coloured label.

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“The pilot launch at Koufu Plantation Plaza will be a great starting point, with plans to expand to other outlets by 2025,” she said.

“This initiative will benefit both customers, by making it easier to understand pricing and choices, and stall operators, by promoting fair and clear pricing.”

Ms Low, who also holds the position of Senior Minister of State for Culture, Community and Youth, praised CASE’s initiative to improve price displays for economy rice, a popular staple. She mentioned that three other Hong Le outlets will implement the new system by mid-April.

“This system will make sure consumers are aware of the cost of each dish before selecting it,” she said.

“You will know exactly how much you have to pay for your purchase. Every small step will go a long way in helping everyone better manage their budgets and keep costs down.”

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She added that the Government welcomes and supports ground-up initiatives that promote price transparency.

“I encourage more companies to partner with CASE to improve trading practices in their respective sectors. Together, we can build a vibrant and trusted marketplace that benefits consumers and businesses.”

Previous reports have highlighted “inconsistent” pricing of economy rice, with some people calling for all stalls to display prices for each individual food item.

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Siti Hajar