Details 27 January 2021 Singapore Tourism Board (STB) and Singapore Airlines’ flagship retailer, KrisShop, has entered into a three-year partnership to jointly market home-grown brands and grow their eCommerce reach. The partnership also seeks to create “seamless experiences” for local and international customers for both brands. Under the partnership, content will be co-developed to profile local brands on KrisShop.com and highlight the vibrancy of Singapore’s retail scene. In the first phase, STB and KrisShop will launch a domestic campaign to raise awareness of local brands and grow demand for their products. Both partners will develop and amplify content to showcase local design talent and elevate the perception of Singapore’s retail scene. This complements the “Made with passion” initiative launched late last year, which looks to highlight the passion story behind local brands. In the next phase, STB and KrisShop will roll out global campaigns across various key markets as international travel resumes.