Lim Rui Shan, executive director, Restaurant Association of Singapore
THE 23rd edition of the annual Singapore Food Festival (SFF), organised by the Singapore Tourism Board (STB), kicked off last weekend with a record lineup of 18 events taking place around the city-state featuring local cuisine presented with a modern twist.
This year’s festivity takes place from July 15 to 31 and once again includes participants ranging from F&B chains to hawker centres and hotels. The festival also launched just as the Singapore Bib Gourmand list was announced on July 14. On July 21, the very first Michelin Guide Singapore will also be introduced.
During this three-week celebration of Singapore’s culinary scene, participating businesses do expect sales to pick up as tourists and locals alike partake in food-related activities such as the anchor STREAT Signature Event, Kueh Appreciation Day, ION Orchard Culinary Creations 2016: Picnic in Style, One Farrer’s Food Street and many more.
According to Lim Rui Shan, executive director of the Restaurant Association of Singapore (RAS), tourism dollars account for a significant portion of F&B business earnings. Depending on the location and the menu, “it could go as as high as 30 per cent in high tourist density areas such as Chinatown”, she said.
Taking part in this STB-led initiative also allows smaller F&B outfits a chance to let themselves better stand out in an otherwise crowded and saturated industry.
“Our partnership with STB for the upcoming Singapore Restaurant Month (happening during the Singapore Food Festival) serves as a way for F&B players to be part of a nationwide food celebration that they previously might not have been able to participate on their own,” commented Lim.
“It allows them to tap onto a wider platform to further drum up awareness about their restaurant offerings to both locals and tourists.”
RAS currently has a membership of more than 300 members comprising over 2,200 F&B outlets.
Other SFF participants such as Orchard Turn Developments, which manages the ION Orchard shopping mall, are also thinking of creative ways to lure more traffic to the building through its dining options during this period.
“We are the only official mall partner of the Singapore Food Festival and are excited to offer shoppers a unique experience with our first in-mall picnic garden in the heart of Orchard Road,” said Chris Chong, CEO of Orchard Turn Developments.
“Savouring good food is a favourite pastime of many in Singapore and a key highlight for overseas visitors.”
Commenting on the success of SFF over the years, Ranita Sundra, director of attractions, dining and retail, STB, said: “The Singapore Food Festival has been carrying the torch for Singapore’s vibrant food legacy since 1994. After 23 years, it is still the only food festival in Singapore to feature local flavours and showcase the inventive spirit of our ever-evolving food scene.”
