When travellers think about planning a romantic trip, Singapore might not be the first destination on their bucket lists, but that could be set to change thanks to a new marketing ploy by the Southeast Asian city-state.
Singapore’s Tourism Board is seeking to seduce visitors from the United States with the launch of a new matchmaking competition that will offer participants an international blind date, complete with return flights, four nights’ top hotel accommodation, a cookery lesson with a Michelin-starred chef, and spending money.
Emphasising human connection, gastronomy, and culture, the campaign seeks to shift perceptions of Singapore, which, for some consumers, has a reputation as a “squeaky clean, chewing gum-banned, caning or death penalty” state, according to Seshan Ramaswami, marketing professor at the country’s Management University.
Eileen Lee, Singapore Tourism Board’s senior vice-president for the Americas, explained the aim of the promotion. “We hope to introduce Singapore to new audiences in a way that feels personal, relevant and emotionally resonant, ultimately inspiring future travel,” she said.
The two chosen winners will be sent on a non-televised, four-day blind date in Singapore, having been handpicked as a match by a trio of celebrity “aunties,” composed of Taiwanese-American comedian Atsuko Okatsuka, the Singaporean actress Tan Kheng Hua, known for her long-running role in the sitcom, Phua Chu Kang Pte Ltd and for her part in 2018’s romantic comedy Crazy Rich Asians, and astrologer Aliza Kelly.
The panel’s brief is to buck the grind of dating apps and algorithm-powered matches experienced by today’s singles. “I’ve heard the dating horror stories. From doomscrolling to awkward small talk to people ghosting you. I do not want anyone to suffer that anymore,” Okatsuka said, adding: “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.”
Wong King-Yin, a senior marketing lecturer at Nanyang Business School, has called the so-called “Aunties, Not Algorithms” concept “culturally rooted” and argued that the approach is a welcome change from “focusing solely on infrastructure and attractions.” Instead, “they are building identity and narrative. Collectively, these efforts position Singapore as a vibrant, human-centred destination with a distinctive voice in a highly competitive global tourism landscape,” she said.
To take part, applicants must be singles aged 21 or above and be legal residents of the US. They are invited to share personal details and a video outlining why they should be selected by 13 March 2026.
