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The Singapore Tourism Board (STB) today launched the Made in Singapore (MIS) global positioning campaign that reinforces 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.

STB Launches Culinary Capital Campaign

The campaign capitalises 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[1]. 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.

Mr Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, said, “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. 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.”

Kicking off this campaign is a short 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 aim to take audiences on an immersive journey through Singapore’s rich culinary tapestry, from traditional local favourites to cutting-edge fusion cuisine.

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Easy Travel Recipes provides simple travelling guides and cooking tips for the couple to enhance their honeymoon experiences.

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