In this global first partnership, the spotlight will be cast on Singapore's thriving dining and cocktail scene, while home-grown dining and bar players can expect to derive business opportunities as well as reap talent development opportunities
Singapore, 3 October 2018 – The Singapore Tourism Board (STB) and William Reed Business Media (WRBM), owner of the acclaimed 50 Best brand, have entered into a multifaceted three-year partnership (2019 – 2021) to anchor a series of five 50 Best events in Singapore. This partnership marks the first time WRBM is inking a multi-year agreement with a national tourism organisation which includes the World editions of both its Restaurants and Bars awards. The partnership is expected to spur industry and capability growth and development for our enterprises, drive global awareness of Singapore as a vibrant lifestyle destination and leading culinary capital, and raise industry standards in Singapore's dining and cocktail scene.
Under this ground-breaking partnership, The World's 50 Best Restaurants awards will make its debut in Singapore in 2019, marking the first time this highly-established global restaurant awards platform will be in Asia. The World's 50 Best Bars awards will arrive in 2021, making Singapore the first city, apart from its original home of London, to be confirmed as host of the Bar awards.
The city will continue to welcome Asia's 50 Best Bars in 2019 and 2020, following the inaugural edition held earlier in 2018. Top international industry speakers will also descend on Singapore for a standalone special edition of the #50BestTalks thought-leadership event in 2020.
Ms. Melissa Ow, Acting Chief Executive, STB, said: "We are delighted to ink this bold and pioneering partnership with William Reed Business Media to anchor a series of 50 Best events in Singapore. That the organisers have selected our city as the destination to host this line up of 50 Best events bears testament to Singapore's standing and clout as a destination at the forefront of the international dining and cocktail scene. Underscoring this partnership are the benefits that local enterprises can expect to gain – from the creation of business opportunities, to profiling of our local culinary and bartending talents and brands on an international stage, and importantly, the global exposure Singapore's dining and cocktail scene will get. We are excited about the possibilities that this partnership holds, and look forward to welcoming the world's best chefs and mixologists to Singapore."
Mr. Tim Brooke-Webb, Managing Director of 50 Best, said: "We could not be happier to be working on this partnership with the Singapore Tourism Board across our portfolio of events from 2019-2021, including bringing our marquee awards – The World's 50 Best Restaurants – to Asia for the first time in 2019. As a confident, vibrant and thriving food-and-drink city, Singapore is the perfect location for 50 Best. We know and appreciate Singapore's commitment to hosting great events, welcoming people from around the world and investing in its own F&B sector, and recognise the appetite to attend our events from the Singaporean public."
Home-grown F&B enterprises to reap benefits from multi-year partnership
This agreement with WRBM to anchor a series of 50 Best events in Singapore fulfils STB's key objectives of creating business opportunities for our enterprises, raising the profile of our F&B industry and catalysing industry and capability development.
The partnership is expected to deliver positive outcomes on both industry and business development fronts. First, it can drive healthy competition amongst local F&B players who will be spurred on to vie for an opportunity to be on such internationally-recognised awards platforms. In the longer term, this helps to raise the bar of excellence for the whole industry, and will enhance Singapore's overall reputation as a progressive gastro-city on par with other well-known cities in the world.
Mr. Teng Wen Wee, Managing Partner of The Lo & Behold Group, a leading hospitality company in Singapore that creates, owns and operates a series of lifestyle and culinary concepts, said: "The local F&B landscape has really grown infinitely in the past decade, especially with the rise of world-class home-grown talents and concepts. I believe having 50 Best's presence in Singapore will really help elevate that to the next level by providing us with a prominent platform to an international audience."
Second, with the spotlight on Singapore when these globally-watched awards and events take place, healthy interest is also expected from international industry players who are curious and keen to explore what Singapore has to offer. This in turn can set the stage for potential business opportunities and collaborations with our local F&B enterprises, as well as culinary and bartending talent in the longer term.
Ms. Mayleng Wai, Managing Director of The Events Artery, and Co-founder of Singapore Cocktail Festival, said: "We are thrilled that our home-grown Singapore Cocktail Festival will be co-locating with the globally-recognised platforms of The World's 50 Best Bars and Asia's 50 Best Bars. The association with the 50 Best brand not only helps significantly in raising the profile of our festival, but also helps to create awareness for local bartending talents and Singapore's growing cocktail scene. It is also a wonderful platform for our local players to learn, experience and be inspired by their fellow international and regional bartending counterparts."
In addition, such partnerships also serve as a platform for talent development, of which grooming the next generation of local chefs remains a priority for STB. For instance, The World's 50 Best Restaurants 2019 will see 50 Best and STB collaborate on an interactive culinary student programme, where top chefs from around the globe will impart their knowledge and skills to aspiring students.
Bringing the 50 Best branded events closer to consumers
Augmenting the awards are a variety of complementary consumer experiences which STB has made concerted efforts to ensure are included in the programming of each 50 Best event, for greater engagement levels.
For example, at The World's 50 Best Restaurants awards, collaboration dinners by top international and local chefs will be curated for locals and visitors to attend. The #50BestTalks in 2020 will also be open to the public, who can learn about the latest trends in gastronomy, partake in discussions on topical issues around food, as well as attend masterclasses by some of the world's greatest chefs. Also, the Asia's 50 Best Bars awards will collaborate with the annual Singapore Cocktail Festival to feature 50 Best branded activations for both locals and visitors to experience.
Emphasizing the importance of having strong public participation in such events, Ms. Ow added: "Ensuring consumers can take part in the series of 50 Best events is key to increasing engagement levels with locals and visitors. With the 50 Best brand being globally recognised and with their significant international following, they are an ideal partner for STB to shape and create unique events with. This is in line with our pursuit of curating a vibrant annual events calendar of differentiated events to grow tourism and establish Singapore as a leading lifestyle destination."
More details on the series of upcoming 50 Best events held in Singapore and how to sign up will be released at a later date.
For more information on The World's 50 Best Restaurants and its voting process, please visit www.theworlds50best.com/the-academy/manifesto.
Please refer to William Reed Business Media's press release on the partnership announcement here.
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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. For more information, visit www.stb.gov.sg or www.visitsingapore.com or follow us on Twitter @STB_sg (https://twitter.com/stb_sg).
About 50 Best
Since 2002, The World's 50 Best Restaurants has reflected the diversity of the world's culinary landscape. Thanks to its panel of more than 1,000 culinary experts, as well as its structured and audited voting procedure, the annual list of the world's finest restaurants provides a snapshot of some of the best destinations for unique culinary experiences, in addition to being a barometer for global gastronomic trends.
The 50 Best family also includes Latin America's 50 Best Restaurants, Asia's 50 Best Restaurants, The World's 50 Best Bars, Asia's 50 Best Bars and the #50BestTalks and 50 Best Explores series, all of which are owned and run by William Reed Business Media.