Singapore Airlines has just unveiled its newest safety video, which is the first new safety video from the carrier since 2017…
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Singapore Airlines’ new safety video celebrates Singapore
Singapore Airlines’ new safety video is destination focused, and creatively presents safety information while taking passengers on a journey around Singapore. The video was produced in collaboration with the Singapore Tourism Board, and features Singapore Airlines cabin crew visiting landmarks like the Esplanade, Gardens by the Bay, Sentosa, Lau Pa Sat, and Jurong Lake Gardens.
The new video can now be viewed online, and will progressively be rolled out on all Singapore Airlines flights starting at the end of October 2025. You can watch the video for yourself below.
For context, below is the previous safety video, which was screened up until now.
Here’s how Vinod Kannan, Singapore Airlines’ SVP of Sales and Marketing, describes the new safety video:
“This video creatively presents vital safety information while showcasing Singapore’s vibrant and diverse cultures, sights, and communities. Safety remains our absolute priority, which is why each scene was carefully designed to reinforce these essential safety messages. We hope the video resonates with Singaporeans and Singapore residents, evoking a sense of home whenever they watch it on board, while giving visitors a compelling introduction to our beautiful island state and its myriad attractions.”
My take on Singapore Airlines’ new safety video
I think Singapore Airlines’ new safety video is solid, and it’s exactly what you’d expect from the airline. For that matter, it’s very similar to the previous safety video, which also had flight attendants showing safety instructions while taking passengers on a journey around Singapore. I guess the new one is just intended to be a bit more modern.
Singapore Airlines’ branding and marketing is consistently elegant and calming, and that’s reflected here. There’s nice music playing in the background, the cabin crew speak calmly, etc. I appreciate that, because it means the safety video doesn’t get unpleasant if you watch it many times (unlike the videos of so many other airlines that have comedy routines, loud noises, etc.).
It’s common to see airlines use safety videos to highlight their home countries, and this video obviously does that perfectly, highlighting various popular sights.
As we’ve seen airlines get so creative with safety videos over the years, I also appreciate when they’re super straightforward and just stick to the basics. I’m not generally a huge fan of abstractly showing safety features (“oh, here’s how you get into the brace position on a park bench”), and for that reason I also quite like Emirates’ no-nonsense safety video, which just sticks to the essentials.
Bottom line
Singapore Airlines has unveiled its new safety video, which will be screened on flights as of late October 2025. In the video, flight attendants take passengers on a tour around some of Singapore’s famous landmarks, while showing the various safety instructions. It’s actually a very similar concept to Singapore Airlines’ old safety video, which was released over eight years ago, so I guess it was time for a modernization.
What do you make of Singapore Airlines’ new safety video?
This video is absolutely awful, and what has it got to do with tourism for Singapore? Also… they went from a video that showcased class and heritage to… poverty and shantytowns? If I wasn’t aware this was a Singapore Airlines safety video, I would’ve thought it’s a fundraiser for underprivileged families in Singapore.
I’ve lived in Singapore for over a decade on and off, and nothing they featured here except for Gardens By The Bay...
This video is absolutely awful, and what has it got to do with tourism for Singapore? Also… they went from a video that showcased class and heritage to… poverty and shantytowns? If I wasn’t aware this was a Singapore Airlines safety video, I would’ve thought it’s a fundraiser for underprivileged families in Singapore.
I’ve lived in Singapore for over a decade on and off, and nothing they featured here except for Gardens By The Bay and Sentosa is actually worth a visit. Heck, I don’t even know most of what they were featuring! And they’ve done Sentosa SO DIRTY… There’s the Capella, Raffles, the Villas at Resorts World… but they’ve featured the Village Hotel??? Don’t even get me started on the video quality and acting…
This is literally the worst safety video I have ever seen being made by a major airline. Even Vietnam Airlines’ video is better than this.
I like the way they connected the oxygen mask instructions to the smell of durian. Pretty funny.
My favorite safety video is AF's, while my least favorite is SN's. I'd completely forgot how awful it is until I recently had the displeasure of seeing it again on a recent flight. The flight was solid though with nice service and food.
"My favorite safety video is AF's..."
Mine, too. And now I have the music from that stuck in my head. Thank you for the ear worm. :)
Is SQ going to rebrand at some point, and launch a fresh new look?
Why does it need to when their Branding is timeless and just looks gorgeous all around in the sea of generic templates? People identify SQ in the same manner they identify EK or EY, their branding just plays as much role as their services and reputation, it is iconic
SQ is one of those iconic brands that you do not play around with akin to most notably Emirates, Louis Vuitton, Moet & Chandon, etc. if they were to do a refresh, it’d have to be very minor and subtle. Maybe a very minor tweak to the colours and typeface. A perfect example would be their branding from 1972-1987.
The livery itself is already timeless as it is, unless you want to mimic every other...
SQ is one of those iconic brands that you do not play around with akin to most notably Emirates, Louis Vuitton, Moet & Chandon, etc. if they were to do a refresh, it’d have to be very minor and subtle. Maybe a very minor tweak to the colours and typeface. A perfect example would be their branding from 1972-1987.
The livery itself is already timeless as it is, unless you want to mimic every other livery out there with the colors radiating from the tail down to the fuselage a la Lufthansa or Qantas. Heavens, no!
Livery aside, Lufthansa would be a good example. Comparing the two most recent brands on Logopedia, the changes are very subtle to a point of not being noticeable. The only changes would be a slight tweak to the colours and titles; the colour is slightly darker and more modern and the typeface and logo are slightly "thinner" of that makes sense.
My favorite is at least 2 generations ago - it shows a SQ FA kneeling down to look at a little girl's coloring which transforms into an enchanted forest; relates business class to being as functional as any typical office; and showcases the attentive service in first class as an older couple is enjoying the sunset overlooking a cliff.
Can't seem to find it on YouTube but I can't be the only one that remembers it.
SQ is simply the actual 1%.
Their competitors are extremely close but the Asian element of their social identity takes them to the highest obtainable level. And it shows in their work ethic & actual product development. Their FC is on my bucket list without question.
Indeed, SQ’s video has become more down-to-earth like CX’s video, more cheerful and upbeat if you will, compared to the elegant tranquility of the current one.
Curiously, neither Northeast Asian (CX/NH/JL/BR/KE/JX) nor Middle Eastern (EK/EY/QR) airlines’ safety videos show that aura of tranquility and calm that SQ’s does, despite also having a luxurious premium product. Very few airlines can pull off that luxury vibe in their videos, and I think AF is one of them.
You have articulated my thoughts and experiences perfectly Proximanova, thank you.
It's because of the background music.
AF's music is similar to others but you got a feeling of chic just because of it's AF..