Laksa donuts? TikTok bites into SG's food scene with creator collabs

TikTok is putting local flavours and homegrown creators at the heart of its biggest Singapore push yet, rolling out a year-long campaign blending food, digital storytelling and community-led commerce this SG60.

Anchored on three pillars, culture, community, and commerce, the campaign aims to showcase how TikTok has become a platform for local storytelling and economic empowerment in the city-state.

As part of its cultural push, TikTok is collaborating with six local F&B brands to launch exclusive, creator-designed menus that celebrate heritage through food. The limited-time offerings, available throughout August, include a laksa (spicy coconut noodle) donut and teh tarik (pulled tea) dinosaur donut by content creator Zong Han and Pralet; a modern bento inspired by Teochew and Cantonese roots by content creator Josiah and Lou Shang; and a seafood laksa rigatoni created by content creator Daren with Rise Bakehouse.

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Other dishes include a spiced curry potato shio pan (salted bread) by content creator Shuang Yu and Shio & Sato, a nostalgic dessert-meets-street-snack menu by creator duo Khalil and Jia Xin with Fluff Bakery, and wellness drinks such as the barley-based "damp drainer" and "bloat begone", co-created by influencer Ian and his grandmother Mdm Ong in partnership with Amacha Singapore.

Beyond food, TikTok is also marking the occasion as a sponsor of National Day Parade 2025, bringing the festivities online to its community. In addition, its "SG amplified" video series, launched in May in partnership with the Ministry of Culture, Community and Youth (MCCY), features 60 local creators and changemakers whose work reflects the Singapore spirit.

These series includes fitness coach Yan, who supports preventive health for seniors; Happiness Initiative, focused on mental resilience; and Urbanist Singapore, who tells place-based stories that connect people to their surroundings.

On the commerce front, TikTok Shop will run its 8.8 National Day campaign from 6 to 10 August, offering deals of up to 50% off, stackable cashback, and free shipping with no minimum spend. Participating local brands include Purest Co, Houze, and Mikayla.

To drive that momentum, TikTok will co-host a 60-hour livestream with DBS and Samsung Electronics Singapore from 1 to 3 August, featuring Samsung’s new Galaxy Z Fold7, Z Flip7 and Galaxy Watch8 series as part of a wider push to help small businesses boost their digital reach.

In a statement seen by MARKETING-INTERACTIVE, TikTok said the SG60 campaign is not only a tribute to how far Singapore has come, but also a call to shape what comes next, through creator culture, local partnerships, and digital commerce.

"Singapore’s 60th birthday is a meaningful milestone, and we’re proud to celebrate it alongside the creators, communities, and businesses that make this city so dynamic. Every day, we’re inspired by the stories, talents, and ideas shared on TikTok, and it’s a privilege to be part of Singapore’s ever-evolving social fabric, now and for the future," said Doreen Tan, Southeast Asia creator content operations lead.

TikTok isn’t the only brand tapping into SG60 with creator collabs and local flair. Starbucks Singapore recently launched a multi-layered campaign that leans into national pride and nostalgia, featuring a limited-edition merch line in collaboration with local label Inwarmregard. The designs reimagine Starbucks as it might have looked 60 years ago, nestled in a traditional shophouse, complete with green metal grilles, retro signage, and generational “bearistas”.

7-Eleven is also in on the action, teaming up with illustrator SADSHRIMPS to bring classic snacks like Slurpee, onigiri and cup noodles to life in the form of keychains, tote bags, and themed cups. The campaign spans nostalgic collectibles revamped ready-to-eat meals, and new out-of-home placements, in collaboration with local favourites such as MILO and Old Chang Kee.

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