“I even saw an advertisement by a company selling rice where the tagline was, ‘You need to eat rice to have enough energy for the concert’,” she said. “It was so ridiculous and made me laugh.”

Natalie, who has been a diehard “Swiftie” since the singer’s debut album launched in 2006, will be among the 300,000 fans from Singapore and neighbouring countries attending the six sold-out Eras shows at the National Stadium from March 2-9.

She said the mania surrounding her visit was unparalleled.

“I always thought she was special, but it is crazy to see how big she has become. I went to her previous three concerts [in 2015, 2014 and 2011] alone, but this time, I have so many friends to go with,” Natalie said.

“I even have friends flying in from across the world for the concert.”

The Eras tour has the potential to generate US$4.6 billion in consumer spending in the US alone, according to a June 2023 data report from research company QuestionPro.

Meanwhile, a report by Japanese research firm EconomicImpact.net had estimated that Swift’s four concerts in Tokyo earlier this month boosted the local economy by US$228 million.

Swift’s popularity is partially attributed to the fact that her fandom cuts across generations, Kate Pattinson, a doctoral student of music industry at Australia’s RMIT University, wrote in a commentary published by The Conversation.

“She’s a quintessential millennial, and many fans have grown up with Swift over the past two decades. Some have even started to bring their children along to the concerts,” Pattinson said.

“She’s also found a younger audience on TikTok, a platform predominantly used by Gen Z. Affectionately dubbed ‘SwiftTok’ by fans (and now Swift herself), users post videos to engage with other Swifties and participate in the community.”

Swift has also broken many music records, with 12 No 1 albums on the Billboard chart, Pattinson pointed out, and in September 2023 she became the first female artist to reach 100 million monthly listeners on Spotify.

Swift also dabbled in genres of music, from country to mainstream pop, said Liew Kai Khiun, an assistant professor at Hong Kong Metropolitan University.

“Her ability to cross genres also meant finding common grounds within an increasingly segmented consumer base and divisive world in songs like 1989 that are both personal reflections and political statements,” said Liew, whose research covers popular culture and media circulations in East and Southeast Asia.

Already, Singapore has started to see the impact of “Swift mania”. Hotel groups such as the Fairmont and the Fullerton, as well as Singapore-bound flights, have reportedly marked a spike in demand around Swift’s concert dates.

Thailand Prime Minister Srettha Thavisin last week claimed the Singapore government had paid Swift 100 million baht (US$2.8 million) per show, supposedly on an exclusivity clause.

Singapore officials have since said the government gave a grant for Swift’s concerts as they were likely to “generate significant benefits to the Singapore economy, especially tourism activities such as hospitality, retail, travel and dining”.

Industry observers had told local media the revenue generated in Singapore from Swift’s shows could be similar to the figures seen in her Melbourne stop last week, estimated at around A$1.2 billion in economic value, according to the city’s Lord Mayor Sally Capp.

16:30

Taylor Swift, Coldplay spark concert tourism boom in Southeast Asia

Taylor Swift, Coldplay spark concert tourism boom in Southeast Asia

Celebrating Taylor

This Week in Asia spoke to business owners who have put together Taylor-themed events to reel in Swifties.

Rachel Lim, founder of singing school Voca Academy, said she was holding an Eras Tour Party on March 1 for students and members of the public – where participants can make friendship bracelets, trade them with other participants and sing along to Swift’s hits.

“All the kids love Taylor Swift. In the three years that I’ve taught – all of them have a common artist,” said Lim, who is herself a Swiftie.

Ticket sales to Voca’s party started last week, and Lim said half of the available spots had already been snapped up.

“It’s interesting to see how she has managed to capture not just millennials but the Gen Z as well. A lot of the artists that were popular among millennials have fizzled out, but she is still so hyped up among the Gen Z,” she said.

Melody Tan, 34, who owns Rise Bakehouse, said she would be offering Taylor-themed desserts and drinks, and setting up booths with merchandise at the cafe. The plan was to roll it out only this weekend, but she has added extra dates due to overwhelming demand.

“I would say that the event is for Swifties, by Swifties,” she said, adding that Swift’s fans also overlapped with the target demographic of her cafe – girls and young women. “I’m hoping to target not just local customers but foreigners as well.”

Cheryl Chew, business owner of TheAssembly.Space, a shop that offers workshops to make jewellery and accessories, said she had received inquiries from fans from Thailand and the Philippines for her “Swiftie friendship bracelet beads buffet bar”.

“I’ve got an increase of 50 per cent more enquiries for the beading sessions over the last two to three weeks,” she said.

Economics could not be further from the mind of 12-year-old Lea Banaletti, who is brimming with excitement over Swift’s concert.

“At first I didn’t manage to get tickets so I was a bit sad but for my birthday, my dad surprised me with three tickets,” she said.

“I’m not one of those crazy fans with posters in their rooms, but I really like her songs and she inspires me to make my own songs, too.”

01:46

Taylor Swift fans snap up concert tickets in Singapore for superstar’s Eras Tour

Taylor Swift fans snap up concert tickets in Singapore for superstar’s Eras Tour