SINGAPORE — The Singapore Tourism Board (STB) launched the Made in Singapore (MIS) global positioning campaign, reinforcing 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. It invites visitors to experience Singapore’s unique gastronomic offerings.
The campaign capitalizes on the growing appetite for Singapore’s culinary experiences. In 2023, food and beverage (F&B) accounted for 15% of Singapore’s tourism receipts, a 63% increase from pre-pandemic levels. This underscores the enduring importance of Singapore’s F&B scene among visitors and the city’s ability to deliver exciting and innovative dining experiences across a variety of cuisines and price points.
Kenneth Lim, Assistant Chief Executive for the Marketing Group at Singapore Tourism Board, said, “In today’s social-first environment, content creators wield significant power in creating awareness and shaping perceptions. Recognizing this, our campaign harnesses its reach to position Singapore as a global ‘Culinary Capital,’ inspiring foodies to explore our endless possibilities curated by both homegrown and international culinary talents. 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.”
A feast for the senses
Kicking off this campaign is a 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. The song’s catchy rhythms blend with vibrant visuals, aiming to take audiences on an immersive journey through Singapore’s rich culinary tapestry — from traditional local favorites to cutting-edge fusion cuisine.
STB will collaborate with content creators from key markets including Australia, China, India, Indonesia, and the United States, to produce authentic, personalized 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 centers to innovative fusion creations in restaurants and bars as well as capture highlights from the ongoing Singapore Food Festival.
From the end of 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.
A premier destination where culinary talents push boundaries for unrivaled gastronomic adventures
Internationally recognized by lists such as the MICHELIN Guide, The World’s 50 Best Restaurants and Bars, and Asia’s 50 Best Restaurants and Bars, Singapore’s culinary scene spans from humble hawker stalls such as A Noodle Story to creative modern Singaporean fine dining establishments such as Restaurant Labyrinth and innovative bars like Jigger & Pony. This diverse mix of flavors and experiences reflects the depth and breadth of the city’s food culture, cementing its status as a “Culinary Capital.”
The dynamism of Singapore’s culinary scene is driven by passionate chefs, bartenders, brewers, and tastemakers who are constantly pushing the boundaries of gastronomy. Their innovative concepts and culinary experiences embody Singapore’s commitment to shaping the future of global cuisine. These culinary innovators, among others, contribute to Singapore’s reputation as a culinary trendsetter on the global stage. Notable talents include:
- Janice Wong of 2AM: Dessert Bar, known for redefining chocolate creations;
- Malcolm Lee of Candlenut and Pangium, who modernizes Peranakan cuisine;
- Matt Orlando of Air CCCC, championing sustainability in a circular campus;
- Sasha Wijidessa of Fura, pioneering sustainable drinking practices; and
- Yugnes Susela of The Elephant Room, delivering a culture-forward cocktail bar experience inspired by Singapore’s Little India. Travelers can explore this rich tapestry through curated food and beverage tours across diverse neighborhoods, from Chinatown to Tiong Bahru and Little India. Additionally, homegrown events held throughout the year like the Singapore Food Festival and Brewnanza Fest by Brewlander showcase the city’s evolving food culture.
Be part of Singapore’s gastronomic journey
Foodies worldwide are invited to join the movement by documenting their favorite 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, potentially reaching millions of foodies around the world. This unique opportunity not only allows foodies to showcase their creativity but to also be ambassadors for Singapore’s vibrant culinary scene.
Building on the MIS master brand campaign launched in September 2023, we continue our series of global positioning campaigns that highlight Singapore’s ability to transform ordinary moments into extraordinary experiences. Following our World’s Best MICE City campaign, we have now unveiled our second: positioning Singapore as a “Culinary Capital.” This is part of a series of global positioning campaigns to be progressively rolled out, each supported by curated products and experiences that cater to diverse traveler interests.
