The Singapore Tourism Board (STB) is riding on the Hollywood hype surrounding print-to-screen romantic comedy, Crazy Rich Asians, by partnering Warner Bros to roll out destination promotion activities in the US.
Coming to theatres on August 22, the movie is based on the New York Times best-selling book by Singapore-born author Kevin Kwan.
The movie is one of the first Hollywood films in decades to feature a predominantly Asian cast including Constance Wu, Henry Golding, Awkwafina and Michelle Yeoh, and the first to star numerous Singaporean actors, albeit not in leading roles, namely Pierre Png, Janice Lee, Koh Chieng Mun, Fiona Xie, Tan Kheng Hua, Selena Tan, among others.
Crazy Rich Asians was also primarily filmed in Singapore, with locations including icons such as Newton Food Centre, the Merlion Park, Marina Bay Sands SkyPark, CHIJMES as well as neighbourhoods like Chinatown, Bukit Pasoh and Tanjong Pagar.
In collaboration with Warner Bros, STB and the Tao Group will launch the Crazy Rich Singapore Week at The Highlight Room in Los Angeles.
The pop-up event running from August 9-11 invites guests to “feast, drink and dance like you’re in the movie”.
It will present Singaporean cuisine, such as turmeric coconut curry of crab, calamansi and kaffir lime as well as beef short rib rendang (braised meat stewed in coconut milk and spices) by guest chef Malcolm Lee of Candlenut, the only Michelin-star Peranakan restaurant in the world.
Peter Chua, head bartender of the 10-seater Junior pocket-bar, will also serve up concoctions inspired by Singapore-style coffee and pandan leaf.
Singapore’s DJ KoFlow will spin hip-hop tunes to keep energies high into the night, while mural art by artist Jahan Loh will also be featured at the Tao precinct.
Meanwhile, STB and Warner Bros are giving away trips to Singapore. Each prize includes two round-trip economy flights aboard Singapore Airlines, and four nights’ accommodation at a four or five-star hotel.
STB is also plugging a Crazy Rich Asians theme tour package by Indus Travel, where guests are shown locations featured in the film including Merlion Park, cultural enclaves and Gardens by the Bay.
“We hope that the film will inspire more visitors to discover the multitude of experiences in Singapore and ignite their passions for culture, food, entertainment and nightlife,” said Kershing Goh, regional director, STB Americas.