The Singapore Tourism Board (STB) has launched the Made in Singapore (MIS) global positioning campaign that cements Singapore’s status as a Culinary Capital and food haven through the medium of song. The social-first 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, created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, aims to showcase Singapore’s dynamic and diverse culinary landscape, targeting travellers 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, and 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 infectious rhythms blend with vibrant visuals to take audiences on a culinary adventure through Singapore’s rich culinary tapestry, from traditional local favourites to cutting-edge fusion cuisine.
Running on Facebook, YouTube, TikTok and Instagram, the 30-second introductory video will also 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 capture 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.
Khairul Mondzi, Executive Creative Director, BBH Singapore, The Shophouse @ Publicis, explains: “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.”
A survey conducted by STB with 6400 respondents across 8 international markets showed that nearly 80% of foodie travellers considered “being able to try different flavours they have not had before” as important when they travel. This does not mean it must only be local flavours — 7 in 10 respondents shared that they indulge in both local and international flavours when they travel.
For these foodies, the ultimate thrill lies in expanding their palate. While destinations typically market their local flavours, the opportunity for Singapore was to showcase its varied, innovative and dynamic gastronomic scene.
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 flavours with a high-quality, award-winning culinary scene that reflects both local talent and global influences. It is a destination where foodies do not just get to indulge in culinary experiences, they get to embark on a thrilling culinary adventure.
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 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 was first appointed by STB in January 2022, after The Shophouse @ Publicis was assembled to respond to integrated briefs as a consortium. This multi-disciplinary solution incorporates best-in-class creative (BBH), media (Zenith Media), digital, data (Digitas) and production (Prodigious).
