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) world positioning campaign that cements Singapore’s standing as a Culinary Capital and meals haven by the medium of track.

The social-first campaign showcases Singapore’s vibrant, various and revolutionary culinary panorama to a world 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 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 track titled “What Do I Eat First?”, that includes fashionable native artist Paddy Ong, the lead vocalist of certainly one of Singapore’s indie-pop bands Club Mild, and written and composed by audio manufacturing home FVSE.

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

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

From the finish of January 2025, STB will even launch a collection of video belongings on its Visit Singapore social media accounts. These will proceed to spotlight Singapore’s distinctive interpretation of culinary tendencies worldwide, such as ‘Mukbang’ or ‘Coffee Culture’. 

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

Get it on your socials

Running on Facebook, YouTube, TikTok, and Instagram, the 30-second introductory video will even be adopted by a number of 15-second social clips showcasing completely different sides of Singapore’s culinary scene. Crafted in partnership with Abundant 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 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 food and beverage offerings, by inviting foodies to explore and share their culinary discoveries.”

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

According to BBH Singapore government inventive director Khairul Mondzi: “Social media platforms and UGC have transformed the way food trends develop, giving everyone the ability to share their dining experiences, reviews, and recipes. This democratisation of food content shapes modern eating habits and brings culinary culture into the daily lives of millions. Through the campaign, we aim to join this conversation by showcasing Singapore’s dynamic food scene in a way that naturally resonates with how people engage with and create food content. This approach not only spotlights Singapore’s culinary diversity but also seamlessly integrates it into the broader global food landscape.”