The Singapore Tourism Board (STB) has launched its unified brand campaign ‘Passion Made Possible’ in 2017, and introduced the concept of ‘Passion Tribes’, which groups visitors based on their lifestyles, interests and what they travel for. ‘Foodies’ delight in food, cooking and dining and want to experience flavours in new ways.
The STB will be focusing on this passion tribe to engage Indian travellers in the coming months. A series of activations –food video content, on-ground events and exciting collaborations have been planned for this tribe to entice them over to Singapore.
Speaking about showcasing Singapore’s vibrant dining scene, Lim Si Ting, Area Director – India & South Asia, Singapore Tourism Board said: “The Indian traveller today is open to experimenting with various cuisines. Sampling local food is always on the top of their lists and Singapore with its diverse food culture offers a host of options for gastronomic adventures. Whether it is fine-dining or street food, Singapore has it all! We want to showcase Singapore’s culinary landscape in an engaging and exciting manner to the Indian audience.”
In a survey (Meet India’s Passionistas), commissioned earlier this year by the Singapore Tourism Board across 14 Indian cities, it was noticed that most people picked the option of sampling local food at a foreign destination over options like exploring the nightlife, going shopping, trying out adventurous activities, discovering the destination and checking out the art and culture of
the place.
To begin with, Foodies in Mumbai can look forward to indulging in authentic Singaporean cuisine with the launch of popular restaurant, Nasi and Mee Asian Canteen at The Orb, Mumbai. The restaurant with outlets in Bangalore, Chennai and Kochi will offer familiar favourite Singaporean food options for guests to indulge in.
The STB celebrated the launch of the restaurant in Mumbai with a fun cook-off between Indian celebrity chef, Saransh Goila and Singaporean Chef from Nasi and Mee, Daniel Chin. Both the chefs co-created a signature dish of Black Pepper Crab,which captured the flavors of both Singapore and India for the guests.
Another highlight at the event was the unveiling of a three-part video series*, produced in collaboration with leading OTT platform, Voot and featuring Saransh Goila. The series titled “#CheatWeek in Singapore with Chef Saransh chronicles Singapore’s gastronomic landscape through content on unique restaurants, street food and nightlife among others. The videos have captured Chef Saransh’s experience of Singapore’s diverse culinary offerings.
The STB also has a treat in store for foodies across India. In partnership with Indian restaurant aggregator and food delivery start up -Zomato, the STB will be having a Singapore Experience Zone set up within Zomaland (a series of food carnivals & picnics across 10 key Indian cities). In line with the brand Passion Made Possible, the Board will highlight the culinary offerings, appealing to the Foodie passion tribe in the country.
