The Singapore Tourism Board’s latest campaign celebrates Singapore’s diverse food culture, inviting the world to experience its unique culinary landscape.

Singapore, 25 October 2024 – The Singapore Tourism Board (STB) has unveiled its new global campaign, “Made in Singapore” (MIS), which positions the city-state as an international Culinary Capital. With an emphasis on Singapore’s vibrant, innovative, and diverse food scene, the campaign is set to spark global interest and drive culinary tourism, inviting visitors to explore Singapore’s one-of-a-kind gastronomic experiences.

The campaign leverages the rising global interest in Singapore’s culinary offerings, an interest reflected in the 2023 tourism data, where food and beverage (F&B) accounted for 15% of Singapore’s tourism receipts—a 63% increase from pre-pandemic levels. Assistant Chief Executive of STB’s Marketing Group, Kenneth Lim, remarked, “Content creators play a crucial role in amplifying Singapore’s position as a Culinary Capital. Through their reach, we aim to inspire food enthusiasts worldwide to explore Singapore’s dynamic F&B scene, shaped by the creativity of both homegrown and international talents.”

The campaign launched with an engaging 30-second song, “What Do I Eat First?”, performed by Paddy Ong of Club Mild, showcasing the city’s culinary variety from hawker centers to fine dining. Additionally, STB will work with influencers from key markets like Australia, China, India, Indonesia, and the U.S., who will document their experiences through personalized content, featuring Singapore’s ongoing Food Festival.

Singapore’s culinary influence has been recognized on global platforms like the MICHELIN Guide and Asia’s 50 Best Restaurants and Bars. Its food landscape spans hawker fare to fine dining, including renowned chefs like Janice Wong, known for her chocolate art at 2 AM: Dessert Bar, and Malcolm Lee, who innovates Peranakan cuisine at Candlenut.

Foodies worldwide are invited to share their experiences on social media, creating short-form videos of STB’s theme song. Selected content may be featured on STB’s platforms, giving contributors an opportunity to showcase Singapore’s food scene globally. This MIS campaign continues from last year’s World’s Best MICE City promotion, marking the second in a series of campaigns to promote Singapore’s appeal as a premier travel destination.

The campaign assets can be downloaded here.