SNAZZY digital photo frames, foldable silicon travel keyboards, USB-powered mini-fridges. Once throwaway items handed out to all and sundry, corporate gifts in Singapore have come a long way.

A striking testament to the industry's growth and vigour was on display at the Singapore Gifts and Premiums Fair, held at Suntec last week.

The event attracted 187 participants and more than 7,000 visitors, drawn there by a business that generates almost $2 billion in sales annually.

Corporate gifts are normally handed out at the end of the year as Christmas presents, during dinner and dance events or for promotional purposes throughout the year.

Exports to the United States, Europe, Canada and Australia account for about half the sales, with local consumers taking up the remainder. Industry growth has been strong, reaching 15 per cent to 20 per cent a year in recent times.

'Growth in recent years has been stimulated by a wealth of projects here, like the Formula One race,' said Mr Winston Lim, the executive director of BizLink Premium Services, which organised the fair.

He said the Malaysia-based official licensee of Formula One merchandise recently started a subsidiary in Singapore, Logo House, to capitalise on the event. The merchandise will be sold at the circuit during the three-day race.

Singapore's strength in meetings, incentive trips, conventions and exhibitions has also boosted the industry, with corporate gift firms focusing on merchandise related to upcoming events such as the Youth Olympics in 2010.

In addition, there has been a move from being heavily dependent on low-end imports from China and pricey ones from the US to championing local designs whose manufacturing is outsourced to China or Vietnam.

The 'one size fits all' approach to gifts has been junked as well, with clients now demanding personalised and novel products as they strive to strengthen their branding, retain staff and stay competitive in tough markets.

One pioneer of this approach is Mr Kent Tey, the managing director of Keracker Holding, who introduced branded premium marketing products such as those for Pierre Cardin in 1994.

'This industry is very, very competitive. To make a breakthrough, you cannot depend on the product alone. Now, it's about concepts, ideas,' he said.

For striking concepts, there is Switzco Design and Gift, a local firm that customises chocolates to a company's needs, with products such as edible name cards.

'You are limited only by your imagination,' said Switzco executive director Pang Tow Chiang.

Mr Khaw Eyong of Core Modus agrees. His company was one of the first in the world to use photo-luminescent sticker tape when it made its distinctive glow-in-the-dark Singapore Flyer souvenirs, which range from fridge magnets to printed T-shirts that capture memories of the ride.

At this year's gift show, there was a threefold increase in the number of eco-friendly exhibitors.

Home-grown firm GDP Corporate Services showed off revolutionary USB products that run without electricity, including a mobile-phone charger. With a USB cable, users can plug the charger into a laptop that is switched on and power up the multifunctional device, saving energy.

The fair's top-selling green product was a solar-powered reading lamp from SolarPower21, a maker of corporate gifts whose designers hail from Japan, China and Singapore.