The Singapore Tourism Board (STB) has launched the Made in Singapore global positioning campaign that reinforces Singapore’s status as a Culinary Capital and food haven.
The campaign showcases Singapore’s vibrant, diverse and innovative culinary landscape to a global audience, aiming to boost awareness, rekindle interest, and drive demand, as well as inviting visitors to experience Singapore’s gastronomic offerings.
Made in Singapore capitalises on the growing appetite for Singapore’s culinary experiences, which spans from humble hawker stalls to creative modern Singaporean fine dining establishments. The city’s culinary scene is internationally recognised by lists such as the Michelin Guide, The World’s 50 Best Restaurants and Bars, and Asia’s 50 Best Restaurants and Bars.
Kicking off this campaign is a short 30-second song titled What Do I Eat First?, featuring lead vocalist Paddy Ong from one of Singapore’s pioneering indie-pop bands, Club Mild.
STB will also collaborate with content creators from key markets including Australia, China, India, Indonesia, and the US to produce authentic, personalised content that showcases how Singapore puts a unique spin on global culinary movements. These content creators will explore a wide range of experiences, 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, which runs till October 31.
From end-January 2025, STB will launch a series of video assets on its Visit Singapore social media accounts. These videos will continue to spotlight Singapore’s unique interpretation of culinary trends on social media worldwide.
Kenneth Lim, assistant chief executive, marketing group, STB, said: “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 home-grown and international culinary talents.
“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.”
