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.
Under the initiative, SIA has worked with renowned Singapore-based hawker brands to enhance its popular local fare options by presenting their distinctive dishes to customers. These include Michelin Plate winner Boon Tong Kee’s Chicken Rice, Michelin Guide Singapore (Bib Gourmand) award recipients Bismillah Biryani Restaurant’s Chicken Dum Biryani and Song Fa Bak Kut Teh. The Hawker Culture Promotion will also feature renowned Qiu Lian Ban Mian, Singapore Top Heritage Food Award 2020 winner Kok Kee Wonton Noodle, as well as the famous Beach Road Prawn Noodle. There are plans to introduce popular dishes by other famous brands in the coming months.
These will supplement the popular signature local dishes such as Bak Chor Mee, Laksa, Mee Siam and Nasi Lemak and that are already available as part of the Airline’s Popular Local Fare programme and available as options on SIA’s Book the Cook service.
Starting from September 2021, each hawker dish will be available on rotation on the in-flight menu in First Class and Business Class on selected flights departing from Singapore. Customers can also pre-order their preferred main course choice for these flights. First Class and Business Class customers will also be able to pre-select their preferred hawker dishes via SIA’s Book the Cook service.
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.
SIA is also collaborating with local media production and distributor companies such as Encore Inflight, Mediacorp, and MM2 Entertainment to put a spotlight on locally directed and produced media. As a result, an even wider array of Singapore-produced movies, documentaries, TV series, music and podcasts will be available on KrisWorld, SIA’s in-flight entertainment system from August 2021.
SIA has also worked with Scent by SIX, a Singapore-based artisanal perfume label, to develop a unique signature scent for the airline. Batik Flora by Singapore Airlines will be progressively introduced at key customer-facing SIA locations from October 2021, starting with the SIA Service Centre at ION Orchard. Customers will also be able to enjoy this signature scent at SIA’s redeveloped SilverKris Lounge at Singapore Changi Airport Terminal 3, when it reopens. Batik Flora by Singapore Airlines will be produced in the forms of reed diffusers, pillow mists, and an eau de toilette fragrance, and will be available for sale exclusively on KrisShop.com from October 2021.
Yeoh Phee Teik, Senior Vice President Customer Experience, Singapore Airlines, said: “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.”