The premiere of the movie Crazy Rich Asians, adapted from the satirical novel by Singaporean–American author Kevin Kwan about the upper echelons of Singapore, has sparked a boost in tourism promotions for the country.
The movie features an all-Asian cast and portrays scenes in Singapore’s luxurious spaces as well as down-to-earth neighbourhoods.
It serves as a talking point “to get the conversation going about the real Singapore and pique interest in visiting the country”, said Lynette Pang, assistant chief executive, marketing group, Singapore Tourism Board (STB).
She continued: “(It) is not just about the opulence and luxury showcased in the film, but Singapore’s richness in terms of our diversity, as well as the depth and breadth of experiences for both locals and visitors.”
To capitalise on this, trade players have also stepped in to craft unique tours that bring Crazy Rich Asian experiences to reality.
Indus Travels now offers a 12-day Crazy Rich Singapore Culture & Thailand Beaches itinerary that spends four days touring the Lion City’s historic sights, traditional cuisine and natural wonders.
Meanwhile, Wok ‘n’ Stroll has launched the Crazy Rich Asians – Behind the Scenes Food Tour that treats participants to food mentioned in the novel and movie, such as carrot cake, roti prata and Malay cakes at venues like Newton Hawker Centre and Joo Chiat.
The three-hour night tour, which provides a shuttle bus for its participants, will also visit more upscale venues like Michelin Bib Gourmand restaurant New Ubin Seafood at CHIJMES and a bar on Keong Saik Road.
“When I first read the book, I knew that we must have a food tour about Crazy Rich Asians. Now it’s a 3D experience – there’s the book, the movie and the tour,” shared Wok ‘n’ Stroll founder and CEO Karni Tomer.
“Singapore looks so attractive and sexy in the movie. We wanted to give the audience the experience of being a crazy-rich Asian for one evening,” she said.
Ahead of the tour’s first run this weekend, bookings for October are already streaming in, revealed Tomer.
To maximise the destination’s appeal during the movie’s box office run, STB is working with Warner Bros and other partners to roll out marketing initiatives in markets such as the US, Australia, Japan and South-east Asia.
These include private movie screenings and consumer contests, as well as a Crazy Rich Singapore Week in the US that featured Singapore personalities such as Michelin-star Peranakan chef Malcolm Lee and award-winning mixologist Peter Chua.
Pang shared: “To specifically encourage travel to Singapore, we have a partnership with travel company Travelzoo to further promote Singapore through targeted web content, as well as to promote a specially curated Crazy Rich Asians tour package by Indus Travel, where visitors can explore locations and experiences featured in the film.”