Singapore Airlines (SIA) has launched the Singapore Showcase, an initiative to support and collaborate with leading Singaporean brands to offer unique on-ground and inflight 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 carrier 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 earlier this year.

The airline has also partnered with 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.

Commenting on the initiative, Singapore Airlines’ senior vice-president of customer experience, Yeoh Phee Teik 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.”

Boon Tong Kee Director Jason Thian added: “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 product 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 dish, but more importantly of Singapore’s Hawker Culture.”

“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”, noted Syed Azan Salahuddin, executive chef and deputy chief executive officer of Bismillah Food Industry.

“It has been an honour working with Singapore Airlines to create its unique signature scent. This amazing sensory experience will enable Singapore Airlines’ customers to reminisce about their journey”, remarked Scent by SIX founder Jason Lee.

In June, Singapore Airlines celebrated 50 years of operating in the United Kingdom. The carrier began its long history with the UK when the first flight – ML782 – flew between London and Singapore. Back then, cabin crew already wore the iconic Pierre Balmain-designed sarong kebaya, however the Boeing 707’s livery was black and yellow representing Malaysia-Singapore Airlines, before eventually becoming Singapore Airlines in 1972.