Singapore Tourism Board enlists celebrity “aunties” to match singles for a first date

This Lunar New Year, the Singapore Tourism Board (STB) is taking a decidedly human approach to matchmaking with its new campaign, “Aunties, not algorithms”, demonstrating how storytelling, local culture, and authentic personalities can cut through the clutter of typical consumer campaigns.

Targeting singles in a landscape dominated by dating apps, the initiative pairs two lucky participants through celebrity aunties Atsuko Okatsuka and Tan Kheng Hua, alongside astrologer and matchmaker Aliza Kelly, emphasising trust, warmth, and cultural nuance over algorithm-driven matches.

The winning duo will also win an exclusive Singaporean cooking class with Michelin-starred Chef Malcolm, featuring Peranakan flavors and shared plates, round-trip flights and a centrally located hotel stay in Singapore, and a curated itinerary and spending stipend to explore the city’s hawker centers, gardens, skylines, and neighborhoods at a relaxed pace.

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The campaign cleverly leverages cultural insight to create relevance. In Singapore and wider Asia, aunties are more than just family. They are trusted advisors, known for their candid guidance and personal investment in others’ lives. By tapping into this archetype, STB positions the city as not only a destination for travel but also a space for meaningful, memorable experiences that resonate emotionally with audiences.

This campaign invites participants to submit their profiles at FirstDateInSingapore.com for a chance to be paired with an auntie-approved match.

“I’ve heard the dating horror stories. From doomscrolling to awkward small talk to people ghosting you. I don’t want anyone to suffer that anymore,” said standup comedian Atsuko Okatsuka. “Becoming an auntie to help someone skip the apps and land an epic first date in Singapore — a place full of amazing food, culture, and personality — is an honour. I’m here to report for duty.”

Strategically, “Aunties, not algorithms” merges content and commerce seamlessly. It integrates Singapore’s culinary, cultural, and hospitality assets into the narrative, from Peranakan cooking classes to hawker centre strolls, presenting the city as a backdrop for intimate, human moments rather than a mere tourism checklist. This experiential storytelling approach not only drives engagement but also demonstrates the value of aligning a destination’s brand with lived experiences that reflect its identity and heritage.

By featuring personalities with built-in audiences and combining them with a culturally resonant narrative, STB maximises earned media opportunities while creating a highly Instagrammable and shareable story. “Whether it’s a reunion or a fresh start, our city offers experiences that bring people together, through our food, culture, and a sense of celebration that’s felt year-round,” said Eileen Lee, senior vice president, Americas at STB.

In positioning the city as a place where personal stories unfold naturally, the campaign highlights the potential of culturally informed marketing that respects both audience intelligence and emotional resonance, offering a fresh blueprint for how tourism brands can engage meaningfully with their markets in an increasingly crowded digital space.

The contest is open now through March 13, 2026, giving singles a unique chance to ditch the apps and discover a first date guided by genuine human connection.

Still in Singapore, the Singapore Kindness Movement (SKM) is celebrating the importance of community with the release of its latest short film, Pineapple Tarts, the third instalment in its “Multicultural Mosaics” series.

Released on 6 February, Pineapple Tarts centres on Chinese New Year and follows four neighbours as they engage in a friendly pineapple tart-making competition. Amid playful banter and spirited rivalry, the film showcases how festive traditions can transcend ethnic boundaries, highlighting universal themes of kindness, reunion, and harmony that resonate across Singapore’s diverse communities.

Meanwhile, Australian Pork has launched a Chinese New Year campaign in Singapore challenging traditional ideas of prosperity at the reunion table, shifting the focus from abundance to trust, quality and peace of mind.

The campaign features MasterChef Singapore judge and author Audra Morrice, who positions ingredient integrity as central to modern celebrations. As part of the campaign, Morrice made surprise visits to three local food creators, Eric Youn (@esyfilms), Daren Teo (@thepantryboy) and Shuang Yu (@aflouryspace), capturing unscripted moments as they prepared festive dishes using Australian Pork.

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