STB positions Singapore to be culinary capital in latest campaign

The Singapore Tourism Board (STB) has launched its "Made in Singapore" (MIS) global positioning campaign that features Singapore's status as a culinary capital and food haven. The campaign showcases Singapore's diverse and innovative culinary landscape to a global audience and aims to raise awareness, rekindle interest and drive demand. It also invites visitors to experience Singapore's unique gastronomic offerings.

Don't miss: STB taps major Malaysian celebs to push family travel in SG 

Kicking off this campaign is a short 30-second song titled “What do I eat first?”, created in collaboration with lead vocalist Paddy Ong from Singaporean indie-pop band, Club Mild. The song blends with vibrant visuals that aim to take audiences on an immersive journey through Singapore’s rich culinary tapestry, from traditional local favourites to cutting-edge fusion cuisine. 

In addition, STB will collaborate with content creators from Australia, China, India, Indonesia and the United States to produce authentic, personalised content that showcases how Singapore puts a unique spin on global culinary movements. The creators will explore a 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. 

Meanwhile, from end-January next year, 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. At the same time, foodies worldwide are invited to join in by documenting their favourite dishes or culinary experiences in Singapore through engaging short-form videos and social media posts with the original song.

Participants stand a chance to have their content featured on STB's global platforms. This allows foodies to showcase their creativity but to also be ambassadors for Singapore's vibrant culinary scene. 

“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, STB.

"Their passion and commitment to pushing cultural and creative boundaries continue to enrich our vibrant food scene. 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," added Lim. 

This campaign comes after STB tapped Malaysian celebrities to push family travel in Singapore.

The initiative comes in the form of a content collaboration to address the large and growing segment of Malaysian family travellers looking for an ideal destination where they can bond and relax. 

The content aims to position Singapore as a welcoming place for families, particularly those with young children and features a collaboration with Malaysian personalities Farah Nabilah and Elecher Lee. 

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