 launched the global campaign "Made in Singapore" (MIS), which strengthens Singapore's status as a Culinary Capital and food paradise destination. MIS showcases the vibrant, diverse, and innovative side to its global audience to increase popularity, generate interest, drive demand for Singaporean cuisine, and invite tourists to enjoy Singapore's culinary delights.){kind=link}
The Singapore Tourism Board (STB) launched the global campaign “Made in Singapore” (MIS), which strengthens Singapore’s status as a Culinary Capital and food paradise destination. MIS showcases the vibrant, diverse, and innovative side to its global audience to increase popularity, generate interest, drive demand for Singaporean cuisine, and invite tourists to enjoy Singapore’s culinary delights.
This campaign capitalizes on the growing public interest in enjoying culinary experiences in Singapore. Based on the Singapore Tourism Analytics Network, by 2023, the food and beverage (F&B) sector will account for 15% of Singapore’s tourism revenues, a significant increment of 63% from its pre-pandemic. This result shows the importance of Singapore’s culinary scene to tourists and Singapore’s strength in providing attractive and innovative dining experiences across a wide range of dishes and price ranges.
Kenneth Lim, Assistant Chief Executive, of the Marketing Group of Singapore Tourism Board, said, “In today’s social environment, content creators have significant power in shaping perceptions. The campaign leverages the reach of content creators to position Singapore as a global Culinary Capital, inspiring foodies to explore endless possibilities curated by local and international culinary talent. Their passion and commitment to pushing cultural and creative boundaries continue to enrich our dynamic culinary scene. Through this approach, we aim to drive wider awareness of Singapore’s diverse F&B offerings, by inviting foodies to explore and share their culinary discoveries as well as experiences.”
A short 30-second song entitled “What Do I Eat First?” featuring lead vocalist Paddy Ong from one of Singapore’s indie-pop bands, Club Mild opened up the video campaign. The song’s catchy rhythm combined with vibrant visuals aims to take listeners on an immersive journey through Singapore’s culinary treasures, from traditional local favorites to fusion fare.
STB collaborates with content creators from Australia, China, India, Indonesia, and the United States – countries that contribute the most to tourist visits, in creating contents that showcase how Singapore provides a unique twist on the global culinary movement. These content creators explore a variety of experiences, from heritage dishes at Hawker Centers to innovative fusion creations at restaurants and bars, as well as capturing key moments from the ongoing Singapore Food Festival 2024.
Later in January 2025, STB will launch a series of video assets on Visit Singapore’s social media accounts. These videos will continue to highlight Singapore’s unique interpretation of culinary trends on social media globally.
For more details and information, please visit stb.gov.sg or visitsingapore.com
