SIA Launches “Singapore Showcase” Initiative

Expect to see more Singaporean movies on KrisWorld, new hawker dishes in first and business class, and the arrival of a custom-made fragrance on the airline’s online store.

Photo courtesy of Song Fa Bak Kut Teh

Travelers returning to the skies on Singapore Airlines flights will soon find expanded options for onboard dining and entertainment by homegrown producers, thanks to the brand-new “Singapore Showcase” announced just this week.

Under the initiative, SIA has teamed up with a handful of well-known Singapore-based hawker brands to offer an even wider range of local cuisine in the air. Newly added hawker dishes will include Boon Tong Kee’s chicken rice, chicken dum biryani from Bismillah Biryani Restaurant, and Song Fa Bak Kut Teh’s namesake offering. The promotion will also feature brands such as Qiu Lian Ban Mian, Kok Kee Wonton Noodle, as well as Beach Road Prawn Noodle. Plans are also afoot to introduce other popular dishes in the coming months.

From September, each hawker dish will be available on rotation on the inflight menu in first and business class aboard selected flights departing from Singapore. Customers can also pre-order their preferred main course choice for these flights. First- and business-class passengers will also be able to pre-select their preferred hawker dishes via SIA’s Book the Cook service.

The carrier has also partnered local media production and distribution companies to offer more Singaporean content on its KrisWorld inflight entertainment system starting this month. The 27 newly added movies range from Jack Neo’s 2002 hit comedy I Not Stupid and the 2020 art film Tiong Bahru Social Club (directed by Tan Bee Thiam) to Ilo Ilo (2013), Anthony Chen’s touching homage to Filipino domestic workers. This will be complemented by a larger selection of Singapore-made TV shows, documentaries, music, and podcasts.

In addition, SIA has partnered with Scent by SIX, a locally based artisanal perfume label, to develop a signature scent for the carrier named Batik Flora by Singapore Airlines. The fragrance will incorporate floral notes from six flowers in SIA’s batik motif: Aquatic Ginger, Common Dianella, Seashore Purslane, Simpoh Lak, Utania Nervosa, and White Kopsia.

Batik Flora by Singapore Airlines will be progressively introduced at key customer-facing SIA locations from October, starting with the Singapore Airlines Service Center 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 available as reed diffusers, pillow mists, and an eau de toilette fragrance, and will be sold exclusively on from October.

Yeoh Phee Teik, Singapore Airlines’ Senior Vice President for Customer Experience, said in a statement, “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 personalized, contextual, and meaningful engagement to our customers.”

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