Singapore Airlines is bringing 'local' to the world

·3 min read

SINGAPORE - Singapore Airlines (SIA) has recently launched the Singapore Showcase, an initiative to collaborate with Singaporean brands to offer local experiences for their global customer base. The experience starts on ground with scents, and as customers progress to their flight, they will get to experience Singapore through food and entertainment. 

Starting with a scent

White Kopsia, one of the flora notes in Batik Flora by Singapore Airlines
White Kopsia, one of the flora notes in Batik Flora by Singapore Airlines

SIA has partnered with Scent by SIX, a Singapore artisanal perfume label, to design SIA’s signature scent. Named Batik Flora by Singapore Airlines, 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. 

To catch a whiff of it, the fragrance will be 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. 

Want to bring a bit of Singapore Airlines home? The scent will also be produced in the forms of reed diffusers, pillow mists, and an eau de toilette fragrance, all of which will be available for sale exclusively on KrisShop.com from October 2021.

Food is the way to the customer's heart

Local food
Hainanese Chicken Rice

Together with SATS, the airline’s catering partner, they are partnering with Singaporean hawker brands such as Michelin Plate winner Boon Tong Kee’s Chicken Rice; Michelin Guide Singapore (Bib Gourmand) award recipients Bismillah Biryani Restaurant’s Chicken Dum Biryani; Song Fa Bak Kut Teh; Qiu Lian Ban Mian, Singapore Top Heritage Food Award 2020 winner Kok Kee Wonton Noodle, as well as the famous Beach Road Prawn Noodle. 

These local fares will be featured on rotation in their First Cass and Business Class menu, on selected flights departing from Singapore starting from September 2021, with more to come in the following months. Customers can 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. 

These will supplement the popular signature local dishes such as Bak Chor Mee, Laksa, Mee Siam and Nasi Lemak, which are already available as part of the Airline’s Popular Local Fare programme and available as options on SIA’s Book the Cook service.

Entertainment

SYDNEY, AUSTRALIA - DECEMBER 19:  The latest First Class suite option for travellers is unveiled on the tarmac at the International Terminal during the Singapore Airlines New A380 Launch at Sydney International Airport on December 19, 2017 in Sydney, Australia. The new A380 will take its inaugural flight as SQ232 to Singapore on the same day. Inside the aircraft it has new First Class suites, new business class, new premium economy and economy seating.  (Photo by James D. Morgan/Getty Images)
Entertainment on First Class suite option. (Photo: Gettyimages)

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. 

Travellers can expect an even wider array of Singapore produced movies, documentaries, TV series, music and podcasts available on KrisWorld, SIA’s in-flight entertainment system from August 2021.

Exciting times ahead as we gradually get used to life in the new normal!

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