Singapore Airlines: Reflecting the country itself, the airline is traditional yet modern, and proud of its many cultures

One of the world’s most restlessly inventive airlines is responsible for a number of firsts in air travel, and each one is rooted in Singapore’s multicultural history

John Walton

08 September 2025

The iconic batik-style design on the flight attendant uniform was created in 1968 (Alamy)

The story of Singapore Airlines reflects the history of Singapore itself: traditional yet modern, proud of its many cultures yet willing to incorporate elements from all over the world. But whether you’re changing planes in Changi – undoubtedly one of the planet’s most entertaining airports – enjoying a lengthy layover, or your final destination is the lush city state itself, the moment you step onboard the plane, you’re unmistakably in Singapore.

Foodie fusion culture

Singapore Airlines invented the Cook the Book service, letting passengers pick from a wider menu in advance (Singapore Airlines)

This region was a culinary crossroads long before Changi Airport became its most important airline hub, and the nation’s food courts are legendary. Local hawker culture boasts its share of Michelin stars and is even inscribed on UNESCO’s Intangible Cultural Heritage list. The national airline reflects this enviable heritage, no matter which cabin class you’re in.

In economy, you’ll find options such as beef brisket noodles, laksa (thick rice noodles in a curried broth), mee siam (vermicelli noodles in gravy) and fried carrot cake with prawns, which you can wash down with a bright red Singapore Sling cocktail – the drink made famous by Singapore’s Raffles hotel during the British colonial era.

But it’s up front where the menu truly shines. Singapore Airlines invented the ‘Book the Cook’ service, which allows passengers in first- and business-class cabins (and now also premium economy) to place their order from a wider menu, including some signature local specialities. Try bak chor mee (minced meat and bouncy egg noodles), the country’s famous hawker-style chicken rice (a local take on Hainanese chicken) or Singapore-style nasi biryani and roti prata flatbreads – all nods to the many cultures (Malay, Chinese, Indian) that make up Singaporean society. Or just opt for the famous lobster thermidor!

Flight attendant turned expert guide

Dine on tasty mee siam at 10,000m (Alamy)

There’s no flight attendant – or uniform – more instantly recognisable than that of the ‘Singapore Girl’, wearing her signature sarong kebaya-inspired design, first introduced in 1968. Its haute-couture look is known for its Pierre Balmain batik-style print, which has become a commonly used motif for the airline. Even when a new version of the pattern was created in 2021, inspired by native flowers, the original was kept for the attendant’s uniform.

This new batik-style pattern even has its own section in the airline’s onboard shopping catalogue, smothering everything from lunchboxes to bags to notebooks. Previous inventive collaborations include a Hello Kitty toy dressed in the Singapore Airlines uniform, with her signature bow made of the same fabric.

The new motif even pops up in the airline’s lounges, from a large mural welcoming passengers to the lounge to the bas-relief textures within, as well as subtle elements inside the cabin.

The history of the Singapore Girl, around which much of the airline’s branding was based from the 1970s onwards, reflects our changing times, not to mention attitudes towards cabin crew (and, for that matter, women). Her glamorous aura, so brilliantly spoofed by local musical cabaret trio the Dim Sum Dollies, has evolved to focus more on how the well-travelled Singapore Girl – and, naturally, her airline – can share her expertise to help introduce travellers to new places and experiences.

Take a layover tour

The supertrees of Gardens by the Bay (Shutterstock)

Singapore is forever evolving, but it also has a heritage that speaks to its multicultural past and present. As one of the country’s most eager ambassadors, Singapore Airlines is only too keen for you to stop for a while to explore a metropolis that spans Chinatown, Little India and the Golden Mosque of Kampong Glam. Which is why it became one of the first airlines to roll out free layover tours.

Even if you only have a same-day layover, Singapore Airlines offers three separate free tours, so long as you have more than five and a half hours between flights. Choose from the City Sights, Heritage and Culture, or Singapore River and Marina Bay Sands tours.

And if you’ve got some extra time to spare, be sure to pay a visit to the Jewel Changi mall and entertainment complex, nestled between the airport terminals. These feature a forest dome and the world’s tallest indoor waterfall, which can thunder down 23 cubic metres of water a minute.