Hotels, restaurants, bars and even a dental surgery are among those using the historic summit as a chance to create quirky themed products and chase social media buzz as the world’s eyes turn to the city.
For the local hotels involved in the meeting itself, which includes the St Regis, the summit is a priceless international branding opportunity, experts say.
“Imagine the President is making a speech at the podium, and it has your hotel name and logo, and the façade of your hotel is on all the news broadcasts around the world,” said Revi Nair, a senior lecturer in hospitality and tourism management from Temasek Polytechnic in Singapore.
“The value of that kind of publicity can’t be measured,” he told Channel News Asia.
“If you are good enough for the President of the United States, then you’re good enough for anyone,” added Kevin Wee, a senior lecturer in hospitality and tourism management at Singapore’s Nanyang Polytechnic.
“This sort of branding is priceless, which is probably why they’re happy to go through all the work.”
Local brands were also offered the chance to step up as part of the official proceedings, with Singaporean local favourites Ya Kun Kaya Toast, Yeo’s drinks, Hainanese chicken rice – Singapore’s national dish – and laksa served up to more than 2,500 hungry journalists at the International Media Centre.
The Common Good Company, a consortium of Singaporean food and beverage brands, produced special packaging for the summit at just five days’ notice, with food boxes that cheekily joke that the contents have “no fake ingredients”, were 100% produced in Singapore and have “no collusion with other states” – alluding to the ongoing investigation of whether Trump’s 2016 presidential campaign colluded with Russians. The company also produced a special kimchi flavoured ice-cream to celebrate the occasion.
Sourced from Channel News Asia; additional content by WARC staff