Singapore, 3 August 2019 – KK Women's and Children's Hospital (KKH), Singapore's largest and leading maternity hospital, accredited under the World Health Organization-led Baby-friendly Hospital Initiative (BFHI), has been organising the Healthy Breastfed Baby Contest during the World Breastfeeding Week since 1995 as part of its continued efforts in promoting and encouraging breastfeeding in Singapore.

This year marks 25 years of healthy breastfed babies and to date, more than 4,000 babies, and their families have participated in this event over the years.

As part of the celebrations, this year's fun-filled community event will be held at Plaza Singapura for the very first time and is supported by community partners, People's Association and ActiveSG. President Halimah Yacob is the Guest-of-Honour for this milestone event.

In conjunction, KKH has initiated an inaugural talent search, 'A Star is Born in KKH!' contest. This contest calls for anyone who was born in KKH (from the age of five) to take a step out and showcase their special talent.

Key activities of the event include a family-friendly carnival with game booths and activities that strengthen parent-child relationships, final performance judging of the 13 finalists of 'A Star is Born in KKH!' by three Star Judges, and the unveiling of the winners of the Healthy Breastfed Baby Contest.

Professor Alex Sia, Chief Executive Officer, KKH, said, "Breastmilk is the best form of nutrition for babies and as the leading BFHI-accredited hospital in Singapore, we are fully dedicated to encouraging and supporting breastfeeding. Today, we are encouraged to be joined by more than 60 breastfed babies and their supporters for the Healthy Breastfed Baby Contest, as well as 13 finalists and their supporters for the 'A Star is Born in KKH!' contest, to celebrate KKH’s 25 years of healthy breastfed babies. This spurs us to continue our breastfeeding advocacy efforts to improve health and support the talent of our young now and for future generations."

All finalists of both contests will walk away with attractive prizes. For more details about the Healthy Breastfed Baby Contest and 'A Star is Born in KKH!' Contest, please visit