SIA turns mundane safety videos into the ultimate cultural tour

Singapore Airlines (SIA) has launched its new in-flight safety video, blending essential safety instructions with a visual showcase of Singapore’s landmarks, neighbourhoods, and communities.

Created in collaboration with the Singapore Tourism Board (STB), the film features SIA cabin crew demonstrating safety procedures at sites such as the Esplanade, Gardens by the Bay, Lau Pa Sat, Sentosa, and Jurong Lake Gardens. Along the way, they are joined by local communities, including a lion dance troupe, kolam artists, silat practitioners, and an aqua aerobics team.

The video employs a mix of real-life footage and watercolour effects, inspired by Singapore’s vibrant mural and arts scene. The artistic treatment aims to highlight the nation’s multicultural heritage while making safety demonstrations engaging for viewers.

Don't miss: Re-writing a contract of trust: Why SIA's KrisFlyer overhaul feels personal

The video will roll out progressively across all SIA flights from the end of October 2025, and is already available on the airline’s Facebook, Instagram, LinkedIn, X, TikTok, and YouTube channels from 4 September.

“This video creatively presents vital safety information while showcasing Singapore's vibrant and diverse cultures, sights, and communities. Safety remains our absolute priority, which is why each scene was carefully designed to reinforce these essential safety messages. We hope the video resonates with Singaporeans and Singapore residents, evoking a sense of home whenever they watch it on board, while giving visitors a compelling introduction to our beautiful island state and its myriad attractions,” said Vinod Kannan, senior vice president of sales and marketing at Singapore Airlines.

Kenneth Lim, assistant chief executive, marketing group at the Singapore Tourism Board, added: "Singapore Airlines' new in-flight safety video celebrates Singapore's diverse communities and rich culture. This strategic partnership allows us to showcase Singapore's distinct character to millions of travellers worldwide, while reinforcing our position as a preferred destination for both business and leisure."

The initiative is part of STB’s ongoing efforts to showcase Singapore’s culture and creativity on the global stage. In recent years, the statutory board has tapped into pop culture to connect with international audiences, most notably through a collaboration with globally acclaimed K-pop artist JISOO.

Together with Mandai Wildlife Group, STB released a special video for Your Love, a track from JISOO’s latest mini album AMORTAGE. Set against the lush backdrop of Mandai Wildlife Reserve, the video highlighted Singapore’s natural wonders and world-class wildlife attractions, while amplifying the emotional depth of JISOO’s music. Through such partnerships, STB continues to position Singapore as a vibrant, must-visit destination, weaving its heritage, arts, and natural beauty into stories that resonate worldwide.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:  
JISOO chooses her wild in new music video with STB and Mandai  
AIA taps Singapore Airlines Academy to elevate customer experience and talent skills  
Singapore Airlines extends F1 titled sponsorship until 2028