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YourSingapore Facebook post

LOOK STB earns cookie points for its sassy defense of local ice cream sandwich

YourSingapore, Singapore Tourism Board’s digital and social arm has been lauded for defending Singapore against a Buzzfeed UK article which shames all the different types of sandwiches containing uncommon ingredients.

Singapore’s loved ice cream sandwich, a snack which is often sold by carts located in central shopping district locally, came in at number 7 in the article with the caption:

“Do not eat bread and ice cream, you f***ers.”

Since the posting of the article, the writer has been widely criticised by netizens not only in Singapore but also in Southeast Asia, bringing up a debate on cultural imperialism. According to his profile on the listicle site, he is Luke Bailey, a senior editor of Buzzfeed UK.

In response to the article, YourSingapore posted a gif image of different shots of the ice cream sandwich, coming in its various cup and biscuit variations.

The post garnered 1,243 reactions, 718 shares, 34 comments and lots of love from netizens.

Following the backlash, Bailey has replaced the ice cream sandwich with one containing ramen instead.

Buzzfeed UK ice cream sandwich

Well done STB #SGPride indeed.

 
Vivienne Tay

Marketing Magazine Singapore
Armed with a fire for the latest marketing trends and weakness for puns, Vivienne spends most of her time hunting for the next viral marketing stunt and getting to know the faces of the industry. When not testing out the latest products in the beauty industry, she can be seen inhaling a bowl of her favourite beancurd or kicking back at the theatre getting inspired.

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