PRMMS Hero 2024
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

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

share on

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.Well done STB #SGPride indeed.

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window