Is Singapore Airlines’ Use Of The “Singapore Girl” Sexist?

The nice Paul - I am sorry you grew up in a racist household - perhaps that masks your views. Thankfully I did not and neither (I assume) did my many colleagues and friends who all use the phrases "boy" and "girl" without offence and none is taken. I am of course not speaking for the nation, but rather from my own experience of living in the north and south, village, town, and city, with friends and colleagues of many cultures, faiths and nationalities. I have heard many people- British and American - call HM The Queen "A good old girl". I am not offended, and as I hsve heard that the Duke of Edinburgh uses it, to her face, I assume neither does she!

I really think people should lay off this issue as a Western vs. Asian thing. There are a myriad of opinions in Western countries and Asian countries. Not all Westerners think the same, not all Singaporeans or Asians think the same. There are Westerners who don't find the Singapore Girl sexist and there are Singaporeans/Asians who do (and vice versa). After reading this thread I asked an Indonesian (male) friend and a Singaporean (female) friend what they think and they both flatly said it WAS sexist. I'm not expressing an opinion on it, but just pointing out that it's a gross generalization to say this is about western imposition of alien values or that this is part of "Asian" culture. It is similarly arrogant of people to reduce Singapore or "Asia" to a single point of view based on their broad-brush generalization of their "culture".

I would also point out that there are varying degrees of sexism. I don't think the issue is as black and white as many people here are trying to make it out to be. There is really overt sexist discrimination like sexually harassing a co-worker or deliberately not hiring/promoting someone because of their gender and then there are more subtle forms like gender stereotyping and emphasizing defined gender roles which can on a more social level limit opportunities for women. I think many people can distinguish between the varying degrees of sexism and it doesn't serve any purpose for people on both sides of the debate to reduce it to either a complete non-issue or a horrible example of sexist oppression. Most instances fall in-between those two extremes.

And just as there are varying degrees of discrimination I think there are varying degrees of reaction to that discrimination. Many of us have the sophistication to be able to have a proportional perspective. Someone can feel that the Singapore Girl is an anachronistic form of gender stereotyping and not be completely outraged by it.

My problem is that a company that's majority-owned by Singapore's sovereign wealth fund calls a subset of its employees "girls" -- a term heavily weighted with colonial baggage and ... umm ... quaint (?) ... assumptions about race, class, and gender roles. A socially responsible company would at least ask hard questions about this, but I don't think the Sedition Act exactly encourages that. I do have to wonder, though, what Ho Ching (Temasek's CEO and the PM's wife, conveniently) would think about being called "girl" ...

Is it sexist (not just the ad but the whole 'Singapore Girl' thing)? Yes. Well, for those of us that live in the west.

Would those in asia consider it sexist? Maybe, but also a cultural norm.

I'm not defending it but sometimes it is difficult for those of us outside a country or culture to have an understanding of these things. And if I may, I will use an American example that the rest of the world really struggles with - guns. I guarantee you that almost every other western country and most other worldwide non-war zones find it incredible that in this day and age american people can walk into a department store and buy a gun and carry it legally with very little restriction. Pretty much any non-american you speak to about this will be absolutely perplexed and find it extremely odd and outdated. Yet, for many americans, it is a social norm. A proud fact of their history. And one that other countries don't really have a right to interfere in.

And it is true what others have said about Singaporeans and Singapore Airlines - they have an absolute affiliation. Singaporeans will tend to be extremely loyal to 'their' airline on longhaul flights even if it costs them more because the airline very much caters to the service style they like. It is quite rare to see Singaporeans travelling long haul with an airline other than SQ actually. If SQ is a choice most will go for it.

Singapore Airlines literally helped put Singapore on the map. Like Emirates did for DXB or Qatar Airways did for Qatar. Born in its own rite only in the 1950's Singapore Airlines was basically the Dubai of its day - Singapore Airlines playing a central role in establishing SIN as a global transit hub and helping develop Singapore as a country at the same time.

Have you heard galley talk aboard SQ? It will shatter whatever "Singapore Girl" fantasy one might have. For most of the crew, it's a job, a lifestyle. I often joke that it is like national service for women. Many take pride in their work but the image is unrealistic, not to mention all the list of things female crew are prohibited from doing while in uniform. Much shorter list for male crew.

SQ and CX are amongst my favourite carriers but I'll give CX the edge for being more "practical" and progressive. Their F bed and amenities are good, though food is poor. I like their recycling and environmental initiatives that go beyond fuel use. SQ has good service and much better food but the rest seems like a throwback to colonial times. The Suites are not comfortable but they were innovative and look grand -- like SQ girl, it's an image they're projecting. Idk chalk it up to the difference between HK and SG. Fascinating how the two are so different despite their colonial history and similar demographics.

Did anyone see Anne Hathaway give a speech at the UN? She wore a beautiful red dress with a low neckline. She looked gorgeous! With her pretty smiles and moves, she was very good to look at.
For all of you hypocrites criticizing the Singapore girl, why are you not up in arms with Anne Hathaway dressing the way she did? She was speaking about a very serious and important subject, yet she dressed in a ravishing sexy red dress. Why aren't you hypocrites berating her for not wearing a dark business suit with a high neckline??? It's apparently OK for American women to dress in beautiful and sexy clothing but not Asian women? You hypocrites are despicable.

Donald Osborne wrote: "SQ is selling the fantasy of the submissive sexual Asian woman by putting their FAs in body tight fitting Kebayas."
You are clearly an uneducated person who does not understand foreign cultures and looks at everything from your own narrow bigoted perspective. Go to South East Asia and you can see that ALL women who wear a Kebaya wears them tightly. No woman wears them loosely. Yes, the Kebaya is of Malaysian/Indonesian in origin - did you know that Singapore was once part of Malaysia? Historically in the past they were always part of Malaysia therefore there is nothing wrong with them using a Malaysian dress. You are clearly a typical hysterical leftie who attacks anything that might seem not in alignment with your viewpoints. You claim to be a "Red blooded American", wow…does that mean you are a communist?
"Just visit Singapore someday, nobody wears those Kebayas". First of all this is not true. Secondly just because few women wear it on a daily basis, this means they are not allowed to use it? How about all of the traditional clothing from other countries where people don't wear it daily, should they be banned from using them too?
If you'll notice from the comments, many of the defenders are from South East Asia, and the ones attacking the dress are cultural imperialists who are insisting on forcing their own cultural norms on other cultures. This is a classic example of "The Ugly American" trying to impose their values on other countries. It's disgusting.

I think it's a cultural thing and to a degree an industry thing.

Asian and middle eastern airlines nearly ALWAYS only feature attractive young females in promo stuff. But it is also often the case for western airlines although this has changed a little over the past couple years.

I remember seeing a promo pic for a Star Alliance ad where they had a crew representative in uniform from each star alliance member. Every single one was female.

I don't really have a position on it. I guess it's what people want to see as they continue making ads with pretty girls. If people didn't like it I guess their research would show this and they'd make more inclusive ads.

I went on a guided tour of SIA HQs in Changi a couple of years back, and it was painful. We were literally told that only South East Asian women could become flight attendants because body shapes from other regions simply don't look good on the sarong kebaya, and that most of the Singapore girls don't stay beyond 30-35 years old, they simply won't renew their contracts unless they become pursers. I guess the add, although beautiful, just reflects the corporate culture.

There are easy updates that could be made to the "Singapore Girl" concept that would keep a lot of what people like about it while making it more contemporary. First, the company should refer to the concept as "Singapore Woman" instead of "girl". That would point to how Singapore Airlines and Singapore the country have grown up since it first came to be in the 70s. It would also point to a more mature, confident icon better reflective of the Singapore of today. Second, as Lucky says, how about having an independent female character in the ad, ie. a female business traveler working the bloomberg terminal instead of just a man. Third, have a token male flight attendant shown too. I remember when I first started flying SQ, I was almost surprised to see male flight attendants but they do a great job and deserve to be recognized too and why not start to develop a male icon to represent Singapore and Singapore airlines too... I'm sure alot of Singaporean men would like a masculine representation of them on the global stage. So, three minor fixes and the core depiction including the sarong kabaya, the general tone of service and excellence, the female flight attendant being at the centre could all remain.

@Chinese Guy: 1) Yes, other non-Asian companies do take advantage of stereotyping and defined gender roles in their marketing. That does not mean it excuses an Asian company from doing the same. It is not a sufficient excuse for someone to say "well, that guy did it too" if they too are doing something wrong or damaging. 2) I'm sorry, but your assessment that Asian men are somehow immune to racialized perspectives in their romantic interests is just wrong. Again, I am part Asian, my wife is Asian. We talk about this stuff with our Asian friends. Asian men and women ARE influenced by race in their partner decisions and stereotypes effect that. For example, some Asian women in Singapore prefer Asian men because they are seen as "safer" and less likely to cheat. Other Asian women prefer ex-pat men for other reasons. But this idea that the submissive Asian woman stereotype suddenly stops at a racial border is just wrong and incorrect. Asian men can be influenced by it too. That's just a fact of life.

It would be nice if every little minutiae in life does not become a social justice campaign. This is not a Weinstein-esque ad campaign that TRULY objectifies women (i.e., the average person would not see this objectification). If SQ were demeaning their FAs, I might see a post, but they are not. Then, when we get hypersensitive - and if some of us dare to differentiate hypersensitivity from from supporting true sexism - you get the far left screechers chiming in and implying that anyone who is not a social justice warrior is somehow a "racist" (showing they are just randomly tossing a serious term out as a smear) and things devolve from there. As someone else suggested, I read OMaaT for points and miles as well as airline news. I see that this falls under an airline theme, but this is not really news as, unlike the Qantas issue, I have seen no concerns about this ad elsewhere. If I want political wars, I go to Twitter or a variety of website. I know your blog is far bigger than mine, but I decided to work to keep my material on focus and, IMO, politics is not the focus here. If it is, I am in the wrong place. Do what you do best, Lucky - points and miles, commercial aviation, etc. and leave the social commentary to other forums, please.

@JW: I'm not Asian enough? My mother is Japanese and my wife is Singaporean. Oh, and btw my Singaporean wife, who is 100% Asian has similar views to me on the "Singapore Girl". Namely, that it is anachronistic and plays to a stereotype which she hates. I have lived in Asia for a long time and am a Krisflyer Elite Gold member on Singapore Airlines. Give me a break. You speak of "We Asians". Asians are not a monolith and do not all think alike. I don't presume to speak for an entire race and neither should you.

Many gender norms are rooted in millennia of biological evolution; women are hard-wired to care and nurture. Singapore Airlines capitalizes on this fact. A small, shrill minority in a handful of western countries is determined to take all that apart, but in all likelihood, neither Singapore, Singapore Airlines or Singaporeans care much about them or what they think.

The backlash to out-of-control "diversity and inclusiveness," and the witch hunts aimed at anyone with a dissenting opinion, is building and is not going to be pretty when it happens. Look at the response to Qantas and the ridiculous guidance they gave their staff this week.

Totally sexist, starting from the name all the way to the stereotyping of women are caregivers. Referring to women as girls is already sexist. Stereotyping women as caring is sexist, even if you view it as a "positive" stereotype it implicitly limits the roles that women are viewed in (and restricts men from "women's" roles). Just take a look at Asian Americans in Hollywood to see a prime example of "positive" stereotypes severely limiting depictions and perceptions of a group. Singapore girls are sexist, and I won't fly Singapore because their focus on Singapore girls honestly creeps me out. Please keep the sexism out of airlines.