Singapore – The Singapore Tourism Board (STB) highlights the country’s Culinary Capital status in the new ‘Made in Singapore’ global campaign. The campaign positions Singapore as a food haven, showcasing the country’s diverse culinary landscape.
The ‘Made in Singapore’ campaign aims to boost awareness of Singapore’s delicacies, inviting visitors to experience its offerings. It aims to spark interest and drive demand in Singaporean cuisine from a global audience.
As part of the campaign, STB released the 30-second song ‘What Do I Eat First?’ featuring vocalist Paddy Ong and local band Club Mild. It showcases a variety of food choices ranging from traditional to modern fusion cuisine.
The campaign leverages the growing interest in Singaporean cuisine. In 2023, food and drinks contributed 15% of Singapore’s tourism revenue, a 63% increase compared to pre-pandemic figures.
“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,” Kenneth Lim, assistant chief executive of marketing group at STB, said.
“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,” Lim added.
