The Singapore Tourism Board (STB), together with lifestyle food destination Foodhall India, is bringing the Singapore Food Festival (SFF), the highly anticipated annual celebration of Singaporean cuisine, to India this year.
Now in its 28th year, the SFF has become an established fixture on the global tourist calendar. But, with COVID-19 restricting travel, the STB has decided to take the SFF to key local markets like India, with the aim of cementing Singapore’s reputation as a leading culinary destination offering up a diversity of mouth-watering delicacies.
Held concurrently with the SFF in Singapore from August 27 to September 12, 2021, the Indian edition of the SFF will invite food lovers to dive into Singapore’s rich culinary landscape through a hybrid lineup of virtual and live events and activities at Foodhall stores across the country.
Gourmands can expect a wide range of live activations with a special menu featuring Hainanese Chicken Rice, Satay (skewered and grilled meat, served with a sauce), Baos and a very unique ‘Toast Bar’ at the Café by Foodhall, as well as a unique bakery experience featuring Pandan Cakes (light, fluffy, green-coloured sponge cake flavoured with the juices of Pandan leaves), Egg Tarts, Curry buns and more, baked fresh, daily. Patrons can also indulge in a weekly-rotating Noodle Cart paying homage to the numerous hawker centres in Singapore and get hands-on with the Foodhall Cookery Studio that will carry forward the celebrations with a number of masterclasses celebrating Singapore’s cuisine.
Indian Chef Anahita Dhondy has specially curated Singaporean recipe ingredient boxes that will delight customers. The festival brings special virtual masterclasses with Haikal Johari, Executive Chef at Singapore’s iconic Michelin-starred establishment Alma by Juan Amador.
GB Srithar, Regional Director, India, Middle East & South Asia (IMESA), Singapore Tourism Board, said, “The Indian consumer today is increasingly experimenting with new cuisines. Exploring destinations and their cultures by sampling local culinary delights is as much a part of the Indian tourist itinerary as seeing the sights. Over the past few years, we have showcased Singapore’s culinary landscape in engaging and exciting ways to Indian audiences. The current situation unfortunately does not allow the experience of the SFF first hand. So, we are bringing the SFF to them with the help of Foodhall India. Our collaboration takes our audiences on a culinary journey through Singapore in a fun, unique, innovative and safe way.“
He added, “As part of a vision to engage our Indian audiences creatively in the COVID-19 environment, the STB has been harnessing technology to reimagine its content, products and offerings. Singapore has long been among the top tourist destinations for Indian traveller. We want to keep that engagement going by inviting them to reimagine and experience Singapore virtually and in a hybrid way.”
Ms. Avni Biyani, Concept Head, Foodhall India, said, “Foodhall has always been at the forefront of bringing a diverse, unique and exciting culinary experience to our customers. Singapore has one of the most vibrant food and drink landscapes in the world and we are excited to bring the Singapore Food Festival to our stores this month. By combining the expertise our chefs and food experts bring to the table with the vibrant food culture of Singapore, we are looking forward to providing yet another immersive experience across our stores through curated menus, masterclasses, recipe kits and an unparalleled selection of Singaporean produce.”
Chef Haikal Johari, Executive Chef at Alma by Juan Amador, said, “I am delighted to be a part of the SFF celebrations. A country’s cuisine is an expression of its cultural identity and to be able to showcase my country’s vibrant culinary culture through my passion for cooking to food lovers in India is an enormous privilege. The Singaporean cuisine showcases the amalgamation of various cultures and has been influenced by Indian, Chinese and Malay cuisine. The upcoming virtual masterclass with Chef Anahita Dhondy will be a great opportunity bring the flavours of Singapore to India and to connect with the Indian audience.”
In addition to the collaboration with Foodhall, foodies can also indulge in the SFF celebrations at New Delhi-based Singaporean street food restaurant Mai Bao. The chefs at Mai Bao have come up with a specially-curated menu of traditional Singaporean dishes such as named as ‘Singapore On A Plate’ which includes a huge variety of vegetarian & non-vegetarian signature dishes of Singapore offered under four different bento boxes (2 veg and 2 non-veg) at a set price. This special menu will be served for the entire month of September.
Avantika Sinha, Founder and Managing Director, Mai Bao, said “The Singapore food festival menu at Mai Bao revisits the classics with an added element of surprise. Our dishes are straightforward and simple put together in bento boxes with an emphasis on honest, clean flavours. Besides great food, there are numerous activities and experiences in store for guests thus proffering a true insight of Singapore Food Festival.”
The Indian edition of SFF celebrations will be held across Foodhall stores in Mumbai, Bengaluru, New Delhi and Gurugram and the Mai Bao restaurant in New Delhi. Foodhall’s specially curated Singaporean menu will be available for dine-in at all the Café by Foodhall outlets and home delivery via Zomato and Swiggy. The Singaporean recipe ingredient boxes curated by Chef Anahita will also be available on Swiggy besides the seven Foodhall stores. All developments and updates related to the SFF will be posted to the social media handles of Foodhall India and the STB.