Singapore businesses ‘jump on bandwagon’ as Taylor Swift mania hits crescendo ahead of Eras shows

The island republic is the only Southeast Asian stop for the 34-year-old star, who has won 14 Grammy awards and nurtured a deeply devoted fan base over her 20-year career.

“There are all sorts of businesses trying to jump onto the bandwagon. There are restaurants giving promotions for fans who show their tickets,” said Natalie, 30, a Singapore marketing executive who declined to give her last name to avoid online harassment.

“I even saw an advertisement by a company selling rice where the tagline was, ‘You need to eat rice to have enough energy for the concert’,” she said. “It was so ridiculous and made me laugh.”

Natalie, who has been a diehard “Swiftie” since the singer’s debut album launched in 2006, will be among the 300,000 fans from Singapore and neighbouring countries attending the six sold-out Eras shows at the National Stadium from March 2-9.

She said the mania surrounding her visit was unparalleled.

“I always thought she was special, but it is crazy to see how big she has become. I went to her previous three concerts [in 2015, 2014 and 2011] alone, but this time, I have so many friends to go with,” Natalie said.

“I even have friends flying in from across the world for the concert.”

The Eras tour has the potential to generate US$4.6 billion in consumer spending in the US alone, according to a June 2023 data report from research company QuestionPro.

Meanwhile, a report by Japanese research firm EconomicImpact.net had estimated that Swift’s four concerts in Tokyo earlier this month boosted the local economy by US$228 million.

Swift’s popularity is partially attributed to the fact that her fandom cuts across generations, Kate Pattinson, a doctoral student of music industry at Australia’s RMIT University, wrote in a