It definitely gives strong Scoot vibes.
I agree that the design choices are surprising. And I believe that Singapore takes care of most of their design and house and then works with design companies and manufacturers to create their vision. The old seats got a lot of hate from people because they were dated (I like them more than most) but on those seats the design choices were sophisticated and relaxing. I'm not really sure what they're going for with these new seats. And Singapore loves the leather/vinyl (durability I guess). But for me if I'm going to be on 10-hour plus flight I want fabric seats.
It is horrendous. Only first class gets a lowkey pass. And prem econ barely. Econ is econ. But the business class is terrible taste/ choice/ decision. I’ve been waiting to get a look at the big announcement/ upgrade and very disappointed to see what they put out after 2 bil SGD and years of R&D. Meanwhile other carriers are putting out real solid product. From JAL, EVA, ANA. So, in conclusion, this is a two-step back from the market leader/ taste maker that SQ supposed to be.
+1 regarding the influencers, saw local media Channel News Asia cover it in breathtaking fashion as if SQ had just debuted the Qsuite++ and it felt strange
That Scoot cabin is giving Big Front Seat.
This company seems to be on the path beyond rescue. Under the direction of CEO Goh Choon Phong, Singapore Airlines has launched a horrendous cringey and embarrassing new safety video, the billion-dollar loss in Air India, ridiculous price hikes, endless cost cutting, tasteless redesign of The Private Room which looks like you’re going to the bank, and now this hideous hot garbage.
Perhaps they were trying to create some cohesion with the new safety video and LCC sister airline Scoot; to make it look cheap and tacky was likely the goal here. Maybe better alignment because they are trying to attract ScootPlus passengers to upgrade to this SilverScootPlus? This just screams nouveau riche and is beyond cringe.
I can’t believe how this airline went from having the best business class seat to date in existence with the 2006 J, a then unmatched luxuriously inviting The Private Room, and the elegant and sophisticated safety video featuring the true heritage of Singapore, to the hot mess that it is now.
Also, not sure if people have seen the media event, but that whole thing was an absolute hot mess. The German representative for the business class product refuses to answer any questions about first class, and instead, just pushed media reps to speak to the team that designed the first class product, which looks like a rip off of Emirates and has zero cohesion to anything else they debuted. That German basically confirmed they did not consider anything else in the design process and were completely independently developed. Heck, if I boarded a 77X, I would think I’m hallucinating being on 4 different aircrafts with every single cabin not having any cohesion whatsoever. Also, where are the actual SIA reps to face the music besides the stewardesses standing beside the seat models like mannequins and really serving zero purpose for a media event?
Also, I really hope this wakes Singaporeans tf up and stop paying an overly inflated price for this bs airline. It’s really not that good at all, and so not worth the hefty ransom they are demanding. Not to mention the abysmal redemption situation these days.
Someone needs to pay for this destruction and we all know who that is.
Completely agree - the business class cabin doesn’t Singapore Airlines at all. It’s a very cheap, tacky look that feels like Scoot and Spirit. I was completely fine with the fold down seats and preferred the much wider shoulder space. It’s a lot to lose 6” in seat width.
This is SQ not KE- I’d imagine they will take this feedback and do something about it. But it is shocking it got to this point
Agree with you with the design choice. Aaron Wong from The MileLion also questioned the design and colour Palette for the business class seats. It’s not consistent with first class design and even premium economy and economy seats design is not consistent with the other two classes.
On the hard product it does seem like the footwell is bigger than previous 2013 J version so that’s an improvement. But New business class seats are even narrower at 22 or 24 inches versus the 28 inches width for 2013J seats!
See MileLion article for excellent review: https://milelion.com/2026/11/06/unveiled-singapore-airlines-new-first-business-premium-economy-and-economy-seats/#new-j
sorry, i don't like it either