Singapore is set to tantalise taste buds worldwide with the launch of a global marketing campaign by the Singapore Tourism Board (STB). Announced on October 16, 2024, this initiative seeks to position Singapore as a Culinary Capital, inviting food enthusiasts from around the globe to explore its vibrant and diverse dining scene.
The “Made in Singapore” campaign highlights the city-state’s dynamic culinary landscape, showcasing everything from traditional local delicacies to innovative fusion dishes. With food and beverage contributing significantly to Singapore’s tourism receipts, this campaign aims to boost international awareness and encourage travellers to savour the city’s unique gastronomic offerings.
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One of the campaign’s standout features is the catchy song “What Do I Eat First?” performed by Paddy Ong from the indie-pop band Club Mild. The song will be featured across popular social media platforms like CapCut, Instagram, and TikTok, paired with vibrant visuals that capture Singapore’s culinary essence.
Singapore’s culinary scene is widely recognised, with accolades from the MICHELIN Guide, The World’s 50 Best Restaurants, and Asia’s 50 Best Restaurants. The city offers an unparalleled culinary adventure, from the humble hawker stalls to high-end dining experiences. Esteemed chefs like Janice Wong of 2AM: Dessert Bar, known for her innovative chocolate creations, and Malcolm Lee of Candlenut, who modernises Peranakan cuisine, exemplify the city’s commitment to culinary excellence.
The campaign invites foodies worldwide to become part of Singapore’s gastronomic journey by sharing their favourite dishes and culinary experiences through engaging short-form videos and social media posts. Participants have the chance to feature on STB’s global platforms, making them ambassadors of Singapore’s culinary scene.
