Singapore Tourism Board Launches Global Marketing Campaign to Reinforce City’s Culinary Capital Status

Use the song “What Do I Eat First?” on CapCut, Instagram and TikTok

Singapore, 16 October 2024 – The Singapore Tourism Board (STB) today launched the Made in Singapore (MIS) global positioning campaign that reinforces Singapore’s status as a Culinary Capital and food haven. The campaign showcases Singapore’s vibrant, diverse and innovative culinary landscape to a global audience, aiming to boost awareness, rekindle interest, and drive demand. It invites visitors to experience Singapore's unique gastronomic offerings.

The campaign capitalises on the growing appetite for Singapore's culinary experiences. In 2023, food and beverage (F&B) accounted for 15% of Singapore’s tourism receipts, a 63% increase from pre-pandemic levels[1]. This underscores the enduring importance of Singapore’s F&B scene among visitors and the city’s ability to deliver exciting and innovative dining experiences across a variety of cuisines and price points.

Mr Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, said, “In today’s social-first environment, content creators wield significant power in creating awareness and shaping perceptions. Recognising this, our campaign harnesses their reach to position Singapore as a global Culinary Capital, inspiring foodies to explore our endless possibilities curated by both homegrown and international culinary talents. Their passion and commitment to pushing cultural and creative boundaries continue to enrich our vibrant food scene. Through this approach, we aim to drive greater awareness of Singapore’s diverse F&B offerings, by inviting foodies to explore and share their culinary discoveries.”

A Feast for the Senses

Kicking off this campaign is a short 30-second song titled “What Do I Eat First?”, featuring lead vocalist Paddy Ong from one of Singapore’s pioneering indie-pop bands, Club Mild. The song’s catchy rhythms blend with vibrant visuals aim to take audiences on an immersive journey through Singapore’s rich culinary tapestry, from traditional local favourites to cutting-edge fusion cuisine.

STB will collaborate with content creators from key markets including Australia, China, India, Indonesia, and the United States, to produce authentic, personalised content that showcases how Singapore puts a unique spin on global culinary movements. These content creators will explore a wide range of experiences, from heritage dishes in traditional hawker centres to innovative fusion creations in restaurants and bars, as well as capture highlights from the ongoing Singapore Food Festival[2].

From end-January 2025, STB will launch a series of video assets on its Visit Singapore social media accounts. These videos will continue to spotlight Singapore’s unique interpretation of culinary trends on social media worldwide.

A Premier Destination Where Culinary Talents Push Boundaries for Unrivalled Gastronomic Adventures

Singapore’s culinary landscape offers an unparalleled feast for foodies, satisfying their craving for diverse flavours with a high-quality, award-winning culinary scene that reflects both local talent and global influences.

Internationally recognised by lists such as the MICHELIN Guide, The World’s 50 Best Restaurants and Bars, and Asia’s 50 Best Restaurants and Bars, Singapore’s culinary scene spans from humble hawker stalls such as A Noodle Story to creative modern Singaporean fine dining establishments such as Restaurant Labyrinth and innovative bars such as Jigger & Pony. This diverse mix of flavours and experiences reflects the depth and breadth of the city’s food culture, cementing its status as a Culinary Capital.

The dynamism of Singapore’s culinary scene is driven by passionate chefs, bartenders, brewers and tastemakers who are constantly pushing the boundaries of gastronomy. Their innovative concepts and culinary experiences embody Singapore's commitment to shaping the future of global cuisine. These culinary innovators, among others, contribute to Singapore's reputation as a culinary trendsetter on the global stage. Notable talents include:

• Janice Wong of 2AM: Dessert Bar, known for redefining chocolate creations;

• Malcolm Lee of Candlenut and Pangium, who modernises Peranakan cuisine;

• Matt Orlando of Air CCCC, championing sustainability in a circular campus;

• Sasha Wijidessa of Fura, pioneering sustainable drinking practices; and

• Yugnes Susela of The Elephant Room, delivering a culture-forward cocktail bar experience inspired by Singapore’s Little India.

Travellers can explore this rich tapestry through curated food and beverage tours across diverse neighbourhoods, from Chinatown to Tiong Bahru and Little India. Additionally, homegrown events held throughout the year like the Singapore Food Festival and Brewnanza Fest by Brewlander showcase the city's evolving food culture.

Be Part of Singapore’s Gastronomic Journey

Foodies worldwide are invited to join the movement by documenting their favourite dishes or culinary experiences in Singapore through engaging short-form videos and social media posts with the original song. Participants stand a chance to have their content featured on STB's global platforms, potentially reaching millions of foodies around the world. This unique opportunity not only allows foodies to showcase their creativity but to also be ambassadors for Singapore's vibrant culinary scene.

Building on the MIS master brand campaign launched in September 2023, we continue our series of global positioning campaigns that highlight Singapore's ability to transform ordinary moments into extraordinary experiences. Following our World's Best MICE City campaign[3], we have now unveiled our second: positioning Singapore as a Culinary Capital. This is part of a series of global positioning campaigns to be progressively rolled out, each supported by curated products and experiences that cater to diverse traveller interests.

The campaign assets can be downloaded here.

1.  Singapore Tourism Analytics Network

2. Singapore Food Festival, running from 1 to 31 October 2024, showcases a blend of unique, pop-up and signature events celebrating Singapore's rich gastronomic heritage and vibrant food scene

3. Media release on World’s Best MICE City campaign by STB

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About Made in Singapore

True to the Passion Made Possible (PMP) Brand, the Made in Singapore (MIS) master brand campaign was launched in Sept 2023 globally, placing a renewed focus on how Singapore transforms every day ordinary moments into extraordinary experiences, to create a truly memorable experience for every traveller.

Underpinned by the MIS master brand campaign, global positioning campaigns are being rolled out to showcase Singapore's distinctive and diverse offerings. This is the second of the global positioning campaigns to launch, reinforcing Singapore’s status as a Culinary Capital.

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.More: www.stb.gov.sg or www.visitsingapore.com | Follow us: STB LinkedIn, STB Facebook or STB Instagram