Singapore businesses ‘jump on bandwagon’ as Taylor Swift mania hits crescendo ahead of Eras shows
- Singapore is the only Southeast Asian stop for the Eras Tour, and businesses are cashing in on the hype with Swift-themed events
- From singalong sessions to bracelet-making workshops, the events geared at millennials and Gen Zs have been dubbed as organised ‘for Swifties, by Swifties’
The island republic is the only Southeast Asian stop for the 34-year-old star, who has won 14 Grammy awards and nurtured a deeply devoted fan base over her 20-year career.
“There are all sorts of businesses trying to jump onto the bandwagon. There are restaurants giving promotions for fans who show their tickets,” said Natalie, 30, a Singapore marketing executive who declined to give her last name to avoid online harassment.
“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.
