The Singapore Tourism Board has launched a new campaign celebrating Singapore as a culinary capital. This social-driven campaign highlights the city’s diverse and innovative food scene to a global audience, aiming to boost awareness and drive demand for its unique gastronomic experiences.
Created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @Publicis, the campaign aims to showcase Singapore’s dynamic and diverse culinary landscape, targeting travelers from key markets including Australia, the US, Indonesia, India and China who are adventurous and eager to expand their palates.
It begins with a 30-second video, with a song titled “What Do I Eat First?”, featuring popular local artist Paddy Ong, the lead vocalist of one of Singapore’s indie-pop bands Club Mild, written and composed by audio production house FVSE. The catchy original song captures the challenge of being spoiled for choice with food in Singapore, posing the question, “What do I eat first?”
The song’s rhythms blend with vibrant visuals to take audiences on a culinary adventure through Singapore’s rich culinary tapestry, from traditional local favorites to cutting-edge fusion cuisine.
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The 30-second introductory video will be followed by several 15-second social clips showcasing different facets of Singapore’s culinary scene. Crafted in partnership with Abundant Productions, and content creator, Thomas Goh (@gottagoh), the series of videos captures the sensory experience of being overwhelmed by the sheer variety on offer in Singapore.
The videos are also accompanied by easy-to-use templates from TikTok’s CapCut and Instagram Reels, which will allow content creators to create their own user-generated content (UGC) using the song as a soundtrack for their culinary adventures in Singapore.
“Social media platforms and UGC have transformed the way food trends develop, giving everyone the ability to share their dining experiences, reviews, and recipes,” said Khairul Mondzi, Executive Creative Director, BBH Singapore, The Shophouse @ Publicis.
“This democratization 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.”
According to a survey conducted by STB with 6400 respondents across 8 international markets, nearly 80% of foodie travelers considered “being able to try different flavors they have not had before” as important when they travel. However, this does not mean it must only be local flavors — 7 in 10 respondents shared that they indulge in both local and international flavors when they travel.
For these foodies, the ultimate thrill lies in expanding their palate. While destinations typically market their local flavors, the opportunity for Singapore was to showcase its varied, innovative and dynamic gastronomic scene, said the campaign.
The campaign was created in response to this, showcasing how Singapore’s culinary landscape offers an unparalleled feast for foodies, satisfying their craving for diverse flavors with a high-quality, award-winning culinary scene that reflects both local talent and global influences.
“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,” said Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.
“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.”
From the end of January 2025, STB will also launch a series of video assets on its Visit Singapore social media accounts. These will continue to spotlight Singapore’s unique interpretation of culinary trends worldwide, such as ‘Mukbang’ or ‘Coffee Culture’.
This campaign is part of a series of global activations from STB and The Shophouse @ Publicis extending its master brand campaign, “Made in Singapore”. Publicis Groupe Singapore
You can use the template on TikTok here and on Instagram here.
Credits
Client: Singapore Tourism Board
Creative Agency: BBH Singapore, The Shophouse @ Publicis
Media Agency: Zenith Media, The Shophouse @ Publicis
Public Relations Agency: WE Communications
Production Company: Abundant Productions
Audio Production House: FVSE
