One of many reasons why we choose to visit Singapore might be because of its culinary scene. We know that there are already many award-winning culinary destinations worth trying. Following this, the Singapore Tourism Board (STB), from the end of January 2025, launched the global Made in Singapore (MIS) campaign, reinforcing Singapore’s status as a Food Capital.
Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, said, “This campaign leverages the reach of content creators to position Singapore as a global Food Capital, inspiring food lovers to explore endless possibilities curated by local and international culinary talents.”
The campaign kicks off with a 30-second short song titled “What Do I Eat First?” featuring lead vocalist Paddy Ong from Singapore’s indie-pop band, Club Mild. With this song, STB plans to collaborate with content creators from Australia, China, India, Indonesia, and the United States to produce authentic content that showcases how Singapore is putting its unique spin on the global culinary movement.
From the video contents, they want to invite us to explore the diversity of Singapore’s culinary scene through curated food and drink tours across neighborhoods from Chinatown to Tiong Bahru and Little India. Some of the culinary talents include; Janice Wong of 2AM: Dessert Bar, Malcolm Lee of Candlenut and Pangium, Matt Orlando of Air CCCC, Sasha Wijidessa of Fura, and Yugnes Susela of The Elephant Room.
We are also invited to participate in this campaign by making our own content that will be featured on STB’s global platform. This unique opportunity not only allows you to showcase your creativity but also to become an ambassador for Singapore’s culinary scene.
