Singapore Airlines is bringing 'local' to the world
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
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
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
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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