Singapore Tourism Board’s new campaign casts the spotlight on the country as a culinary destination

Singapore Tourism Board’s new campaign casts the spotlight on the country as a culinary destination


The Singapore Tourism Board (STB) not too long ago launched the Made in Singapore (MIS) international positioning marketing campaign that cements Singapore’s standing as a Culinary Capital and meals haven by means of the medium of music.

The social-first marketing campaign showcases Singapore’s vibrant, various and progressive culinary panorama to a worldwide viewers, aiming to spice up consciousness, rekindle curiosity, and drive demand. It invitations guests to expertise Singapore’s distinctive gastronomic choices.

Created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, this new marketing campaign goals to showcase Singapore’s dynamic and various culinary panorama, concentrating on travellers from key markets together with Australia, the US, Indonesia, India, and China who’re adventurous and desperate to broaden their palates.

What do I eat first?

It begins with a 30-second video, with a music titled “What Do I Eat First?”, that includes in style native artist Paddy Ong, the lead vocalist of considered one of Singapore’s indie-pop bands Membership Gentle, and written and composed by audio manufacturing home FVSE.

The catchy authentic music captures the problem of being spoilt for alternative with meals in Singapore, posing the query, “What do I eat first?”

The music’s infectious rhythms mix with vibrant visuals to take audiences on a culinary journey by means of Singapore’s wealthy culinary tapestry, from conventional native favourites to cutting-edge fusion delicacies.

From the tip of January 2025, STB may even launch a collection of video belongings on its Go to Singapore social media accounts. These will proceed to highlight Singapore’s distinctive interpretation of culinary tendencies worldwide, equivalent to ‘Mukbang’ or ‘Espresso Tradition’. 

This marketing campaign is a part of a collection of worldwide activations from STB and The Shophouse @ Publicis extending its grasp model marketing campaign, “Made in Singapore”. Publicis Groupe Singapore was first appointed by STB in January 2022, after The Shophouse @ Publicis was assembled to reply to built-in briefs as a consortium. This multi-disciplinary resolution incorporates best-in-class artistic (BBH), media (Zenith Media), digital, information (Digitas) and manufacturing (Prodigious).

Get it in your socials

Working on Fb, YouTube, TikTok, and Instagram, the 30-second introductory video may even be adopted by a number of 15-second social clips showcasing completely different sides of Singapore’s culinary scene. Crafted in partnership with Considerable Productions, and content material creator Thomas Goh, the collection of movies captures the sensory expertise of being overwhelmed by the sheer selection on supply in Singapore.

Kenneth Lim, assistant chief government for STB’s advertising group remarked: “In right this moment’s social-first setting, content material creators wield vital energy in creating consciousness and shaping perceptions. Recognising this, our marketing campaign harnesses their attain to place Singapore as a worldwide Culinary Capital, inspiring foodies to discover our infinite prospects curated by each homegrown and worldwide culinary skills. Their ardour and dedication to pushing cultural and artistic boundaries proceed to complement our vibrant meals scene. Via this strategy, we purpose to drive larger consciousness of Singapore’s various meals and beverage choices, by inviting foodies to discover and share their culinary discoveries.”

The movies are additionally accompanied by easy-to-use templates from TikTok’s CapCut and Instagram Reels, which can enable content material creators to create their very own user-generated content material (UGC) utilizing the music as a soundtrack for his or her culinary adventures in Singapore.

In response to BBH Singapore government artistic director Khairul Mondzi: “Social media platforms and UGC have remodeled the best way meals tendencies develop, giving everybody the flexibility to share their eating experiences, evaluations, and recipes. This democratisation of meals content material shapes trendy consuming habits and brings culinary tradition into the day by day lives of hundreds of thousands. Via the marketing campaign, we purpose to affix this dialog by showcasing Singapore’s dynamic meals scene in a approach that naturally resonates with how individuals interact with and create meals content material. This strategy not solely spotlights Singapore’s culinary range but additionally seamlessly integrates it into the broader international meals panorama.”





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