KELE Takes a Taste of Singapore to Japan with Japan Airlines
- Written by: Telegraph Magazine
KELE pineapple tarts will be served onboard selected flights, with the KELE Skyline Souvenir Box featured in First Class and Business Class cabin service. The collaboration brings a distinctly Singaporean pastry to one of Asia's most significant travel corridors, offering passengers a taste of the city's food heritage before they arrive in Japan.
It also draws a natural connection between Singapore's tradition of festive gifting and Japan's omiyage culture, where travellers share thoughtfully chosen souvenirs with family, friends and colleagues. Pineapple tarts are closely associated with good fortune, prosperity, reunion and sharing in Singapore, while JAL is known for the attentive hospitality of omotenashi.
"Japan has a deeply developed gifting culture, and we see a real affinity between that and the values behind KELE," said Adrian Ang, Managing Director and Co-owner of KELE. "On a platform where hospitality is central to the experience, we hope that first taste onboard sparks curiosity, that passengers may look for us when they visit Singapore, or remember KELE as a taste of the city they can share with others."
For KELE, the partnership builds on the enduring appeal of its pineapple tarts as a popular Singapore heritage souvenir and gift, while introducing the brand to a Japanese audience that values provenance, presentation and thoughtful gifting. It marks an important milestone in KELE's international growth ambitions, beginning with Japan's premium gifting and retail landscape.
"True celebration of heritage is about finding new ways to share it," said Adrian Ang. "Through Japan Airlines, we are proud to bring a familiar taste of Singapore to travellers and show how a simple pineapple tart can carry a much bigger story."
The JAL x KELE pineapple tarts will be available on JAL flights departing Singapore for Japan from 1 September 2026 to 28 February 2027. Through this limited-time collaboration, both brands look forward to welcoming passengers with the warm taste of Singaporean flavours through the thoughtful lens of Japanese hospitality.
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