STB collaborated with content creators from key markets, including Australia, to produce authentic, personalised content that showcases how Singapore puts a unique spin on global culinary movements.
“In today’s social-first environment, content creators wield significant power in creating awareness and shaping perceptions,” said Kenneth Lim, STB’s assistant chief executive for its marketing group.
“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.
“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,” he said.
For the Australian market, STB collaborated with content creators such as Sarah Elizabeth Brown, Nicholas Effendi and Helmi, Bianca Ling, Liew Kayli and Kevin La.
They explored a wide range of experiences in Singapore, from heritage dishes in traditional hawker centres to innovative fusion creations in restaurants and bars, aligning with the interests and preferences of Australian travellers seeking exceptional culinary adventures.
Already an established destination for business events, Singapore’s diverse culinary scene helps as a key selling point when pitching for international conferences and corporate events.
For business event planners, STB suggests food and beverage tours across diverse neighbourhoods, from Chinatown to Tiong Bahru and Little India.
Tours can be tailored to various interests, and offer lesser-known experiences, such as Nocturnal Gems by Oriental Tours, which combines authentic local food in Chinatown with tipples at hidden speakeasies.
The Singapore Street Food and Night Tour by Monster Day Tours covers everything from hawker culture and dining to bars and lively nightlife.
The MICHELIN Guide Singapore 2024 Bib Gourmand list features more than 80 local eateries, with dishes such as Teochew braised duck, South Indian fish-head curry and glutinous rice dessert.
Unique venue options for meetings and networking sessions range from private dining rooms in award-winning restaurants like Pangium and Les Amis to innovative spaces such as Air CCCC at Dempsey Hill.
