Scoot brings Singapore to Japan in heartwarming National Day campaign

Scoot, the low-cost subsidiary of Singapore Airlines, recently launched a heartwarming initiative to connect with Singaporeans who are away from home, for work, studies, and a myriad of other reasons. The campaign, #ScootHomecoming, brought a taste of home to 50 Singaporeans in Japan for a heartwarming dinner in the lead up to National Day 2024. 

The campaign was done in partnership with The Smart Local (TSL), Singapore Association in Japan and the Singapore Global Network (SGN).

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The campaign centred around the theme of connections and nostalgia and hopes to recreate a sense of home for Singaporeans based in Tokyo, with a cosy and warm dinner including familiar local dishes to celebrate the Singaporean identity. 



The Scoot and TSL team crowdsourced Singaporeans' favourite dishes and National Day traditions through interactive polls and quizzes on social media before heading to the streets of Tokyo to invite Singaporeans to attend the homecoming dinner, as seen in a YouTube video uploaded by TSL.

TSL and Scoot also worked with a restaurant at Ascott Marunouchi Tokyo to prepare local dishes, including Chicken Rice, Laksa and Chicken Curry, for the homecoming dinner.

“At Scoot, we believe that we can do more as an airline than just connecting travellers from one destination to another. This National Day, we are glad to be able to connect with Singaporeans living in Tokyo for a celebration and bring a piece of home to them," said Agatha Yap, Scoot director of marketing, communications, marketing partnerships and loyalty.

Attendees also got to play games such as country eraser, charades, and a National Day themed version of the purpose driven card game, We’re Not Really Strangers, aimed at sparking meaningful conversations around home, family and connections.

To end the night, attendees got to sing along to National Day tunes, such as Kit Chan’s rendition of Home, in a mass karaoke format.

"Through this campaign, we hope to remind the community to treasure the time with their loved ones, to cherish the moments around them, and that even if they are located across borders, it is just a flight away to reconnect again,” Yap added.

"The Singaporean community in Japan, both adults and children, enjoyed the family-oriented event. The foods were authentically delicious, the singalong session brought out the patriotic heart in all of us, the nostalgic tidbits brought back fond memories of our childhood, and not to mention, the familiar Singaporean accent in the room,” said Vincent Tai, president of Singapore Association in Japan while thanking both Scoot and TSL for organising this campaign.

This is the second year Scoot is running this campaign with TSL, following the previous year's successful surprise for Singaporeans in Melbourne and Seoul.

Earlier this year in January, Scoot also launched a heartwarming initiative to reunite families separated by geographical distance. Called the “Scoot with Heart” campaign, the initiative was conceived in response to the rise of social isolation due to distance and the increasing prevalence of digital media reducing the need for face-to-face interactions.

With the campaign, Scoot aimed to empower positive change in the community across its network by enabling connections between people and encouraging meaningful conversations. One such example was the reunion between Wee Chin Choon, a centenarian living alone in Singapore away from his family in Indonesia, and his grandnieces.

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