Singapore Airlines is synonymous with luxury, and has won many praises in the past few years, covering many fields such as on-board entertainment, catering, ground service, safety and company management, which embodies the business philosophy of Singapore Airlines to continuously innovate to meet the changing tastes and preferences of consumers.

Since 1998, SIA has invited famous chefs from famous food cities around the world to form an "International Cooking Advisory Group". The advisory group worked closely with Singapore Airlines' own chefs to develop selected delicacies for passengers. Singapore Airlines' "Celebrity Chef's Appointment" service is even more attractive. This service is applicable to all flights departing from Singapore and certain flights to Singapore. Passengers who take business class, first class and A381 can book their favorite dishes on the website 24 hours in advance. The choices include Western, Chinese, Japanese, Singaporean, Malaysian and Thai flavors.