Partnering Warner Bros. for this endeavour, STB is rolling out a host of activities and events in the US to fully immerse audiences in the Crazy Rich Asian experience, as well as bringing them closer to destination Singapore — and it makes sense too, since the film pays homage to Singapore’s diverse food culture, from the hawker fare at Newton Food Centre to traditional homemade nonya treats.
Singapore shows up in Hollywood films from time to time, but none has featured the city-state in quite the same way as the upcoming romantic comedy, Crazy Rich Asians. Based on the New York Times best-selling book by Singapore-born author Kevin Kwan, Crazy Rich Asians was filmed primarily in Singapore and features a predominantly Asian cast — a perfect opportunity for Singapore Tourism Board (STB) to showcase the city’s best offerings to the world.
Partnering Warner Bros. for this endeavour, STB is rolling out a host of activities and events in the US to fully immerse audiences in the Crazy Rich Asian experience, as well as bringing them closer to destination Singapore — and it makes sense too, since the film pays homage to Singapore’s diverse food culture, from the hawker fare at Newton Food Centre to traditional homemade nonya treats. Several scenes also depict Singapore’s bustling nightlife and rich heritage, introducing international audiences to several attractions and experiences, such as the Merlion Park, Marina Bay Sand SkyPark, CHIJMES and neighbourhoods like Chinatown, Bukit Pasoh and Tanjong Pagar.
Fans of the book and film will be able to attend the Crazy Rich Singapore Week, which is a pop-up event jointly organised by STB and TAO Group in Los Angeles, starring various Singapore-based artists, chefs, DJs and mixologists. On top of that, STB is offering a Crazy Rich Asians-themed tour package by Indus Travel, where guests will be able to tour locations featured in the film including Merlion Park, cultural enclaves and Gardens by the Bay.
“We are pleased to join hands with our valued partners, Warner Bros and TAO Group, to bring the Crazy Rich Asian experience to consumers. We hope that the film will inspire more visitors to discover the multitude of experiences in Singapore and ignite their passions for culture, food, entertainment and nightlife,” said Kershing Goh, regional director of STB Americas.