The Singapore Tourism Board (STB) has launched a global positioning campaign, 'Made in Singapore' (MIS), in a bid to promote Singapore's status as a Culinary Capital. The campaign, created in collaboration with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, targets travellers from key markets including Australia, the US, Indonesia, India, and China.

The campaign features a 30-second video with a song titled 'What Do I Eat First?' performed by local artist Paddy Ong. The video will be followed by several 15-second social clips showcasing different facets of Singapore's culinary scene. The campaign also includes easy-to-use templates from TikTok's CapCut and Instagram Reels for content creators to generate their own user-generated content (UGC).

A survey conducted by STB with 6400 respondents across eight international markets revealed that nearly 80% of foodie travellers consider 'being able to try different flavours they have not had before' as important when they travel. From the end of January 2025, STB will also launch a series of video assets on its Visit Singapore social media accounts. This campaign is part of a series of global actions from STB and The Shophouse @ Publicis extending its master brand campaign, 'Made in Singapore'.

Khairul Mondzi, Executive Creative Director, BBH Singapore, The Shophouse @ Publicis, said, "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."

Kenneth Lim, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, added, "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."