Johor Bahru (JB), Malaysia, once known as Xinshan, is experiencing a vibrant resurgence in its night economy, drawing Singaporeans across the border for leisure and consumption. This revitalization follows a three-year period of pandemic-related restrictions, with traditional industries and new entertainment options flourishing.
Traditional Night-Time Industries Capitalize on Cross-Border Traffic
Businesses such as massage parlors and car washes are actively catering to the influx of Singaporean visitors. They are extending operating hours and upgrading services to meet the increasing demand from Singaporean consumers seeking cost-effective options and diverse experiences.
Massage Parlors See Booming Business
Massage shops report a significant proportion of their clientele comes from Singapore, with some locations having opened new branches to accommodate the increased demand. These shops are extending hours and providing quality service to build customer loyalty. One shop owner says they have around 80 Singaporean customers and expects more with new buildings being constructed nearby. They emphasize good service, hygiene, and well-trained staff.
Car Wash Services Offer More Than Just Cleaning
The car wash industry is also evolving, with new businesses offering additional amenities like game machines, massage chairs, and hair salons to enhance the customer experience. One car wash owner notes that 99% of their customers are Singaporean, typically visiting late at night. The goal is to provide entertainment and relaxation while customers wait for their cars.
Diversification of Nightlife Options
Beyond traditional industries, Johor Bahru's night economy is expanding with new and diverse entertainment options.
Rise of New Night-Time Activities
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Pickleball: Pickleball stadiums are gaining popularity, attracting Singaporean players who enjoy the social and recreational aspects of the sport.
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Late-Night Eateries: Instant noodle restaurants and other late-night eateries cater to those seeking affordable and unique dining experiences.
Pickleball's Growing Popularity
Pickleball is gaining traction, with clubs reporting a significant percentage of Singaporean members who come to play in the evenings. The availability of indoor facilities and the larger group play contribute to its appeal compared to Singapore's outdoor courts. One Singaporean player noted the better facilities and larger group sizes are appealing.
Instant Noodle Restaurants Cater to Late-Night Cravings
Seeing an opportunity, entrepreneurs are opening late-night instant noodle restaurants to offer a unique dining option that fills a gap in the market. These establishments provide a variety of instant noodles and customization options, appealing to both locals and Singaporean visitors.
Future Growth and Connectivity
The Xinrou subway system and the Rousheng special district are expected to further boost Johor Bahru's night economy. The Xinshan China General Chamber of Commerce believes these developments will bring more people and business opportunities to the city.
Impact of Infrastructure Projects
The completion of the Rousheng terminal is anticipated to extend the time Singaporeans spend in Johor Bahru, boosting the night economy. Factors like operational hours and transportation options will be critical in shaping the cross-border flow of visitors.
A Thriving Ecosystem
The establishment of the Rosin Economic Zone is expected to create a complete ecosystem including dining, lodging, and entertainment options, all of which will contribute to a diverse and vibrant nightlife scene. As one local business leader put it, it will drive the food and entertainment industries through hard work, frugality, and connections.
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