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 unique tours and destination promotions for the country.
The movie features an all-Asian cast and portrays scenes in Singapore’s luxurious spaces, as well as down-to-earth neighbourhoods.
It serves “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 actual 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 Travels now offers a 12-day Crazy Rich Singapore Culture & Thailand Beaches itinerary that spends four days touring the 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 must have a food tour about Crazy Rich Asians. Now it’s a 3D experience – there’s the book, the movie and the tour,” said Wok ‘n’ Stroll founder and CEO Karni Tomer.
The tour, which begins its first run this weekend, has already garnered October bookings, revealed Tomer. She added that the tour – which can accommodate up to 13 pax – is “very suitable for corporate groups”. The agency will market the tour through STB.
“When business travellers come to Singapore, they have about three hours (of free time) before their conferences for the whole day. We wanted to give the audience an experience of being a crazy-rich Asian for one evening,” she said.
