Singapore’s reputation as a global food haven continues to grow, thanks to its vibrant and diverse culinary scene. On 16 October 2024, the Singapore Tourism Board (STB) launched a global marketing campaign, “Made in Singapore,” to showcase the city’s status as a culinary capital.
The campaign comes on the back of impressive statistics: in 2023, food and beverage (F&B) accounted for 15% of Singapore’s tourism receipts, marking a significant 63% increase from pre-pandemic levels. This underscores the key role that Singapore’s food scene plays in attracting visitors.
From hawker heroes to haute cuisine
From traditional hawker fare to modern fusion cuisine, Singapore offers a wide range of dining experiences.
Kenneth Lim, assistant chief executive of STB’s Marketing Group, noted the importance of leveraging digital platforms to attract a global audience: “In today’s social-first environment, content creators wield significant power in creating awareness and shaping perceptions.”
As part of the campaign, STB is working with international content creators from key markets, including Australia, China, India, Indonesia, and the United States. These creators will document Singapore’s culinary scene, exploring everything from heritage dishes at hawker centres to contemporary fusion cuisine at top restaurants and bars.
Chefs who break the mould
Singapore’s culinary scene is recognised globally, with mentions in prestigious lists like the MICHELIN Guide and The World’s 50 Best Restaurants. The city’s dining landscape is driven by both homegrown and international chefs who push the boundaries of creativity.
Notable local talents include Janice Wong of 2AM: Dessert Bar, known for her inventive chocolate creations, and Malcolm Lee of Candlenut, a Michelin-starred restaurant that modernises Peranakan cuisine. Matt Orlando of Air CCCC focuses on sustainability, while Sasha Wijidessa of Fura champions sustainable drinking practices. Yugnes Susela of The Elephant Room delivers a cocktail bar experience inspired by Singapore’s Little India.
Flavours in full festival mode
Singapore’s culinary journey extends beyond restaurants, with events such as the Singapore Food Festival and Brewnanza Fest by Brewlander celebrating the evolving food scene. The Singapore Food Festival, running throughout October 2024, features pop-ups, signature events, and heritage-focused experiences, offering visitors a taste of the city’s rich gastronomic heritage.
Scroll, snap, savour
From January 2025, the campaign will include a series of video content released on social media, inviting food lovers around the world to explore and share their experiences. As Lim explained, “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.”