Singapore tourism players cash in on Crazy Rich Asians sensation

The premiere of the movie Crazy Rich Asians, adapted from the satirical novel by Singaporean–American author Kevin Kwan about the upper echelons of Singapore, has sparked a boost in tourism promotions for the country.

The movie features an ensemble all-Asian cast and portrays scenes in Singapore’s luxurious spaces as well as down-to-earth neighbourhoods.

It serves as a talking point “to get the conversation going about the real Singapore and pique interest in visiting the country”, said Lynette Pang, assistant chief executive, marketing group, Singapore Tourism Board (STB).

She continued: “(It) is not just about the opulence and luxury showcased in the film, but Singapore’s richness in terms of our diversity, as well as the depth and breadth of experiences for both locals and visitors.”

To capitalise on this, trade players have also stepped in to craft unique tours that bring Crazy Rich Asian experiences to reality.

Indus Travel now offers a 12-day Crazy Rich Singapore Culture & Thailand Beaches itinerary that spends four days touring the Lion City’s historic sights, traditional cuisine and natural wonders.

Meanwhile, Wok ‘n’ Stroll has launched the Crazy Rich Asians – Behind the Scenes Food Tour that treats participants to food mentioned in the novel and movie, such as carrot cake, roti prata and Malay cakes at venues like Newton Hawker Centre and Joo Chiat.

The three-hour night tour, which provides a shuttle bus for its participants, will also visit more upscale venues like Michelin Bib Gourmand restaurant New Ubin Seafood at CHIJMES and a bar on Keong Saik Road.

“When I first read the book, I knew that we must have a food tour about Crazy Rich Asians. Now it’s a 3D experience – there’s the book, the movie and the tour,” shared Wok ‘n’ Stroll founder and CEO Karni Tomer.

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