作 者丨文静 编 辑丨张伟贤 为争抢中国游客，新加坡旅游局5月21日在上海发布了全新中国市场营销主题"新加坡 反正好 玩"，推出针对年轻职场人、成熟客群、银发族等五大客群的新玩法。 新加坡旅游局数据显示，去年，该国共接待游客1650万人次，同比增长21%，其中中国游客 数量排名第一，达308万人次，同比增长约126%。今年一季度，中国仍然是新加坡最大的游 客来源国。新加坡旅游局预测，今年入境游客数量将达到1700万至1850万人次，带来约290亿 至305亿新元的旅游收入，达到或超过2019年疫情前的历史最高水平。 中国游客大量涌入吸引了越来越多的餐饮、饮料、酒类企业进入新加坡市场。以白酒为例， 根据海关数据， 去年，新加坡进入白酒前十大出口目的地，其出口量、出口额和均价同比增 速分别为17.8%、87%和59%，在白酒十大出口目的地中同比增速第一 。 过去11年，中国还是新加坡最大贸易伙伴国，新加坡也是中国最大新增投资来源国。近年 来，随着越来越多酒类企业登陆新加坡，文化隔阂依然是走出去的最大障碍。 如何填平文化鸿沟？ 在新加坡，家文化是一条捷径 。 何以为家？ 在中国，家文化往往以血缘为纽带；在新加坡，家 ...

Group 1: Tourism and Visitor Statistics - Singapore's tourism board launched a new marketing theme "Singapore, Just Fun" targeting various demographics to attract Chinese tourists [2] - In the previous year, Singapore welcomed 16.5 million visitors, a 21% increase, with Chinese tourists numbering 3.08 million, up approximately 126% [2] - The tourism board forecasts visitor numbers to reach between 17 million and 18.5 million this year, generating around 29 billion to 30.5 billion SGD in tourism revenue, potentially surpassing pre-pandemic levels [2] Group 2: Cultural Integration and Business Opportunities - The influx of Chinese tourists has led to increased interest from food and beverage companies, particularly in the liquor sector, with significant growth in the export of Chinese liquor to Singapore [2] - Cultural barriers remain a challenge for Chinese companies entering the Singapore market, emphasizing the need for cultural integration rather than simple cultural export [6][12] - Singapore's unique local Chinese culture, shaped by historical immigration, presents both opportunities and challenges for businesses aiming to connect with local consumers [7][10] Group 3: Multicultural Environment - Singapore's multicultural society, with a significant proportion of non-Chinese residents, necessitates businesses to adopt localized strategies to appeal to diverse ethnic groups [15][20] - The government promotes cultural understanding through initiatives like the Multicultural Harmony Museum, fostering an environment where different cultures can learn from each other [18] - Chinese enterprises are increasingly tailoring their offerings to fit the local market, as seen with food businesses adapting their service models to meet the fast-paced lifestyle of Singaporeans [24]