Use the song “What Do I Eat First?” on CapCut, Instagram and TikTok

Singapore Tourism Board Launches Global Marketing Campaign to Reinforce City’s Culinary Capital Status

International content creators to spotlight Singapore’s diverse and innovative dining scene, enticing global foodies

The Singapore Tourism Board (STB) today launched the Made in Singapore (MIS) global positioning campaign that reinforces Singapore’s status as a Culinary Capital and food haven. The campaign showcases Singapore’s vibrant, diverse and innovative culinary landscape to a global audience, aiming to boost awareness, rekindle interest, and drive demand. It invites visitors to experience Singapore’s unique gastronomic offerings.

The campaign capitalises on the growing appetite for Singapore’s culinary experiences. In 2023, food and beverage (F&B) accounted for 15% of Singapore’s tourism receipts, a 63% increase from pre-pandemic levels. This underscores the enduring importance of Singapore’s F&B scene among visitors and the city’s ability to deliver exciting and innovative dining experiences across a variety of cuisines and price points.

Mr Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, said, “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 F&B offerings, by inviting foodies to explore and share their culinary discoveries.”

Kicking off this campaign is a short 30-second song titled “What Do I Eat First?”, featuring lead vocalist Paddy Ong from one of Singapore’s pioneering indie-pop bands, Club Mild. The song’s catchy rhythms blend with vibrant visuals aim to take audiences on an immersive journey through Singapore’s rich culinary tapestry, from traditional local favourites to cutting-edge fusion cuisine. 

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【新加坡旅游局启动全球营销计划巩固”美食之都”地位】
国际内容创作者将聚焦狮城多元创新的餐饮版图，吸引全球美食爱好者

新加坡旅游局(STB)今日启动”Made in Singapore”(MIS)全球定位计划，旨在强化新加坡作为美食之都和餐饮天堂的地位。该计划通过向全球观众展示新加坡充满活力、多元创新的美食景观，提升国际认知度，重燃美食探索热情，推动游客亲身体验狮城独特的美食魅力。

这项计划精准把握了国际游客对新加坡美食体验的持续升温趋势。2023年，餐饮消费占新加坡旅游总收入的15%，较疫情前激增63%，充分印证新加坡餐饮业对游客的持久吸引力，以及在不同菜系与价位区间持续提供创新餐饮体验的实力。

新加坡旅游局助理首席执行官（市场推广组）Mr Kenneth Lim 表示：”在当今社交媒体主导的环境中，内容创作者在传播认知和塑造形象方面具有重要影响力。我们通过这项计划，借助创作者的传播力将新加坡定位为全球美食之都，激发美食爱好者探索本土与国际烹饪人才共同缔造的无限可能。他们对突破文化与创意疆界的热忱，持续丰富着狮城的美食图景。我们期待通过这种方式，吸引更多饕客前来探索并分享他们的美食发现。”

该计划以30秒主题曲《What Do I Eat First?》拉开序幕，由新加坡独立流行乐队Club Mild主唱Paddy Ong献声。动感旋律与活力画面交织，带领观众沉浸式穿梭于新加坡丰富的美食画卷——从传统地道美味到先锋融合料理，全方位展现舌尖上的狮城魅力。