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SIA to showcase Singapore culture 30,000 feet up in the air

Be it local food, fashion, film, or fragrance, Singapore has a lot to offer. And now, you can experience it all onboard a Singapore Airlines flight.

Singapore Airlines (SIA) has launched the Singapore Showcase, an initiative to support and collaborate with leading Singaporean brands to offer unique on ground and in-flight experiences for its global customer base.

Singapore Airlines looks to the country’s wealth of local experiences to showcase to its customers. Above is a representative image from a rehearsal for Singapore’s National Day Parade to celebrate 50 years of Independence a few years ago. Image: Shutterstock/Tristan Tan.

Under the initiative, SIA has worked with renowned Singapore-based hawker brands to enhance the airline’s popular local fare options by presenting their distinctive dishes to customers. As a result, the airline will be able to offer an even wider range of Singapore’s iconic hawker cuisine on board flights out of Singapore. This is also a celebration of Singapore’s Hawker Culture, which was added to the UNESCO Representative List of the intangible Cultural Heritage of Humanity in 2021.

Jason Thian, Director of Boon Tong Kee, said, “Chicken rice is synonymous with Singapore’s hawker heritage, and Boon Tong Kee is extremely honoured to be offered this rare opportunity to have our chicken rice featured on SIA flights. This collaboration with such a world-renowned and trusted brand like SIA would undoubtedly create greater awareness of not just Singapore’s chicken rice, but more importantly Singapore’s Hawker Culture.”

chicken rice, singapore, SIA
Chicken rice, a Singaporean hawker culture staple, will now be featured on SIA’s in-flight menu. Image: Courtesy Boon Tong Kee.

Syed Azan Salahuddin, Executive Chef and Deputy Chief Executive Officer, Bismillah Food Industry, also observed, “Just as we move from pandemic to endemic, this is a timely initiative from SIA to bring a taste of Singapore to promote our hawker food scene to the world. Bismillah Biryani is honoured to be working with SIA to capture the hearts and palates of all passengers and showcasing SIA as a great way to fly.”

SIA has also worked with Scent by SIX, a Singapore-based artisanal perfume label, to develop a unique signature scent for the airline. This scent includes floral notes from the flowers in SIA’s new batik motif, which was announced earlier this year. The new design, which will be used in the new merchandise and branding, draws inspiration from the original batik motif of the iconic SIA cabin crew sarong kebaya, as well as 10 flowers native to Singapore.

The fragrance will be introduced at key customer-facing locations, which will elevate the overall customer travel experience. Jason Lee, Founder of Scent by SIX, stated, “It has been an honour working with SIA to create their unique signature scent. This unique sensory experience would enable SIA’s customers to reminisce about their journey with them.”

Scents by six, singapore, artisanal
The airline’s new signature scent includes floral notes from the flowers in SIA’s new batik motif, which was announced earlier this year. Image: Shutterstock/Montira Areepongthum.

The carrier has also partnered local media production and distribution companies to offer more Singaporean content in its KrisWorld in-flight entertainment system. This will result in an even larger selection of Singaporean movies, documentaries, television series, music, and podcasts for our customers, and introduce some of Singapore’s leading talents to the world.

Yeoh Phee Teik, Senior Vice President Customer Experience, SIA, said about these initiatives, “As travel gradually resumes, our customers from around the world can enjoy even more uniquely Singaporean experiences when they fly with Singapore Airlines. As Singapore’s national carrier, we are also proud to work closely with and support several of the country’s leading brands to showcase the best of Singapore to our customers. This is part of our goal to collaborate with a diverse range of partners in Singapore and globally, and deliver a personalised, contextual and meaningful engagement to our customers.”

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