Singapore Airlines (SIA) today 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.
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.
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.
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 flowers in SIA's new batik motif. It will be introduced at key customer-facing locations, helping to create a unique sensory experience for passengers during their journey with us which will elevate their overall customer experience.
Mr 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."
Mr 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 Singapore Airlines' 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."
Mr Syed Azan Salahuddin, Executive Chef and Deputy Chief Executive Officer, Bismillah Food Industry, said: "Just as we move from pandemic to endemic, this is a timely initiative from Singapore Airlines 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."
Mr Jason Lee, Founder of Scent by SIX, said: "It has been an honour working with Singapore Airlines to create their unique signature scent. This unique sensory experience would enable Singapore Airlines' customers to reminisce about their journey with them."
Further details on the Singapore Showcase can be found in Annexe A.
ANNEXE A
THE SINGAPORE SHOWCASE
Hawker Culture Promotion
Singapore Airlines and SATS, the airline's catering partner, have collaborated with several leading Singaporean hawker brands on this initiative. This will see some of their distinctive and award-winning dishes being offered 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.
SIA's Signature Scent
SIA has partnered Scent by SIX, a Singapore artisanal perfume label, to design SIA's signature scent. Batik Flora by Singapore Airlines will provide a unique sensory experience to our customers, leaving them with something to reminisce about their journey when they fly with SIA. The scent includes 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 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.
Singapore-produced Entertainment Options in KrisWorld
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. The full list of the current Singaporean content on offer in KrisWorld is below.
Singapore Content List on KrisWorld
* Movie Title / Director(s)
7 Letters
Royston Tan, Jack Neo, Eric Khoo, Kelvin Tong, Tan Pin Pin, Boo Junfeng, K. Rajagopal
15 Shorts
Sean Ng, Daniel Yam, Nicole Midori Woodford, Jason Lee, Randy Ang
15 Shorts - The Next 5 Films
Chong Yu Lun, Kee Swee San, Boo Junfeng, K. Rajagopal, Chai Yee Wei
15 Shorts - The Last 5 Films
Tan Wei Ting, Kirsten Tan, Jianhao Tan, Ridhwan Azman, Jerrold Chong, Andre Quek, Eric Khoo, Kelvin Tong, Gladys Ng
ADAM
Shoki Lin
Ah Boys to Men 4
Jack Neo
Ah Kong
Royston Tan
Ah Ma
Anthony Chen
A Land Imagined
Yeo Siew Hua
Apprentice
Boo Junfeng
A Yellow Bird
K. Rajagopal
Forever Fever
Glen Goei
Homerun
Jack Neo
I Not Stupid
Jack Neo
Ilo Ilo
Anthony Chen
Invisible City
Tan Pin Pin
Liang Po Po - The Movie
Bee Lian Teng
Number 1
Ong Kuo Sin
One Leg Kicking
Khoo Koh
Sandcastle
Boo Junfeng
Still Standing
Tan Wei Ting
The Century Egg
Paris Zarcilla
The Reunion Dinner
Anthony Chen
The Teenage Textbook Movie
Philip Lim
The Wayang Kids
Raymond Tan
Tiong Bahru Social Club
Bee Thiam Tan
Vicky
Royston Tan
Wet Season
Anthony Chen
Wonder Boy
Dick Lee, Daniel Yam
* TV Series Title
A Taste of Festival
Food Empire S2 (Complete Season)
Food in our Time
Jewel After Hours
Last Madame (Complete Season)
Memories of Singapore River
Memories on a plate (Pocket Edition)
Mythical Movie Theatres - The Capitol Theatre
Raffles: Remaking an Icon
Reimagine Singapore Travel with Korean Tourist Guides
Star Awards 2021 - Walk of Fame
Singapore on Film
SingapoRE:Connect with Jiyoung Oh
Street to Kitchen Asia
Taking Back 2020
The Little Nyonya (Complete Season)
*Audio Title / Artist
Gentle Bones
Gentle Bones
Goodbye & Hello
Tanya Chua
Gravity (L)
Lincoln Lim
Homecoming
Jeremy Monteiro
Love Me, Kelly
Kelly Poon
MICappella Reloaded
MICappella
Take Heart
The Sam Willows
Unlearn
Ling Kai
Vanity
The Façade
Yida's Journey - Best Collection
Yida Huang
Gentle Bones: The Singles (Playlist)
Gentle Bones
Made In Singapore (Playlist)
Various Artistes
Mandarin: Singapore Edition (Playlist)
Various Artistes
Slow Vibes: Singapore Edition (Playlist)
Various Artistes
How Has COVID19 Changed The Way We Work? (Podcast)
Foreseeable
Explaining the Asian Economic Miracle (Podcast)
Foreseeable
People Buy Into What They Help Create (Podcast)
socialservice.sg
Mental Health At The Singaporean Workplace (Podcast)
socialservice.sg
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SINGAPORE AIRLINES LIMITED 
