Singapore Tourism Board launches global campaign to position city as a culinary capital

The Singapore Tourism Board (STB) has launched a new 'Made in Singapore' global campaign that aims to reinforce the city's status as a food haven. 

 

The campaign aims to boost awareness of Singapore's unique gastronomic offerings to a global audience, and will leverage a 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.

 

A short 30-second song titled 'What Do I Eat First?' has been released to kick off the campaign. Created in collaboration with lead vocalist Paddy Ong from one of Singapore’s pioneering indie-pop bands, Club Mild, the song aims to take audiences on an immersive journey through Singapore’s dining scene, from traditional local favourites to cutting-edge fusion cuisine. 

 

 

 

 

 

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A post shared by VisitSingapore (@visit_singapore)

 

STB will collaborate with content creators from key markets including Australia, China, India, Indonesia, and the United States, to showcase Singapore's wide range of foodie offerings. This includes everything 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.  

 

“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," said Kenneth Lim, assistant chief executive, marketing group, Singapore Tourism Board. "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.”

 

Starting in late January 2025, STB will release a series of videos on its Visit Singapore social media profiles. These videos will continue to highlight Singapore's unique interpretation of culinary trends on global social media platforms. 

 

STB is also inviting foodies from all over the world to join the campaign by posting their favourite Singaporean foods or culinary experiences on social media with the original song. Participants can have their content displayed on STB's global platforms, potentially reaching millions of foodies worldwide. 

 

The latest campaign to showcase the city's culinary offerings builds on the 'Made in Singapore' master brand campaign launched in September 2023 that aimed to inspire travellers to choose Singapore as their next travel destination.

 

 

Created by Shophouse@Publicis, the 'Made in Singapore' campaign was designed as an evolution of the ‘Passion Made Possible’ branding launched in 2017, emphasising how commonplace activities are transformed into extraordinary experiences in Singapore.  

 

The campaign showcased everything from forest bathing in Jewel Changi Airport’s Rain Vortex to enjoying culinary delights at the Lau Pa Sat hawker centre, and witnessing the birds on display at the newly-inaugurated Mandai Bird Paradise. 

 

Singapore’s tourism sector is projected to experience substantial growth, attributed to the strong foundations that elevate the city-state as a premier choice for both leisure and business travels.