Singapore Tourism Unveils Campaign to Showcase Culinary Diversity

The Singapore Tourism Board (STB) has launched the Made in Singapore (MIS) global positioning campaign, aimed at establishing Singapore as a Culinary Capital. This innovative social-first initiative, developed with BBH Singapore, Zenith Media, and Digitas, showcases the city-state's vibrant culinary landscape through the medium of song.

The campaign targets adventurous travellers from key markets, including Australia, the US, Indonesia, India, and China. It kicks off with a 30-second video featuring the catchy song “What Do I Eat First?” performed by popular local artist Paddy Ong, lead vocalist of indie-pop band Club Mild. The song, composed by audio production house FVSE, captures the delightful dilemma of choosing from Singapore's diverse food offerings.

Accompanying the video are vibrant visuals that take audiences on a culinary journey, showcasing everything from traditional local dishes to innovative fusion cuisine. Following the introductory video, a series of 15-second clips will further explore different aspects of Singapore’s culinary scene, crafted in partnership with Abundant Productions and content creator Thomas Goh (@gottagoh).

The campaign leverages easy-to-use templates from TikTok’s CapCut and Instagram Reels, enabling content creators to produce user-generated content (UGC) set to the campaign’s soundtrack, amplifying Singapore’s culinary experiences across social media platforms.

Khairul Mondzi, Executive Creative Director at BBH Singapore, stated, “Social media platforms and UGC have transformed the way food trends develop. This campaign showcases Singapore’s dynamic food scene in a way that resonates with how people engage with and create food content.”

A recent STB survey of 6,400 respondents from eight international markets revealed that nearly 80% of foodie travellers value the opportunity to try new flavours while travelling. Interestingly, 70% indulge in both local and international cuisines during their journeys. This insight underscores Singapore’s potential to present its varied gastronomic scene as a destination for culinary adventures.

Kenneth Lim, Assistant Chief Executive, Marketing Group at STB, commented, “In today’s social-first environment, content creators wield significant power. Our campaign harnesses their reach to position Singapore as a global Culinary Capital, inspiring foodies to explore our endless possibilities curated by both local and international talents.”

Beginning in January 2025, STB will launch a series of additional video assets on its Visit Singapore social media accounts, further spotlighting Singapore’s unique interpretations of global culinary trends, such as Mukbang and Coffee Culture.

This campaign is part of a broader initiative by STB and The Shophouse @ Publicis, which extends its master brand campaign, “Made in Singapore.” The consortium, appointed in January 2022, brings together best-in-class creative, media, digital, data, and production expertise.