It’s been a little over a year since we’ve launched Ninja Kitchen in Singapore.

Before Mann & Noble brought Ninja Kitchen appliances as an exclusive distributor to Singapore, Ninja was barely known to the local market. A year later in July 2021, Ninja Foodi has won the title of Best Multi Cooker (Editor’s Pick) in the Domestic Diva Awards, as voted by readers and editors.

The Singapore Women’s Weekly Domestic Diva Awards celebrates best-performing products in pantry essentials and white goods annually since 2009. This award’s credentials cannot be bought as part of any PR campaign, for the winners are selected strictly based on readers’ vote, hence showing the level of hype we’ve raised in the Singapore market in such a short time.

Mann & Noble Singapore team has one simple principle as a marketing strategy: Appearing to be popular. Rather than forcing the communication of product specs to consumers via major media channels from top down, Mann & Noble has been driving the popularity through the community. This includes, for example, building 1:1 relationships with consumers and micro-influencers, with the goal of building a strong fan base rather than to drive consumer purchase. We believe in the power of strong branding and engaging closely with consumers with the help of the latest IT solutions. As the brand continues to be loved by our fans, it grows as the result of it. A successful year has passed, with many more to come; this is only the beginning.