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CAROUSEL GENERAL COMMENTARY

Announcement: Sinema Media Rebrands As Sinnamon Media to Focus on Untapped World of Food Blogging

1 April 2021

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Announcement: Sinema Media Rebrands As Sinnamon Media to Focus on Untapped World of Food Blogging

Singapore – 1 April 2021 – Sinema Media, a consultancy and project management company focused on film and media initiatives, is thrilled to announce that it will be rebranding as Sinnamon Media. From 2 April 2021, Sinnamon.SG will bring the same dedication and passion it brought to film to the niche world of food blogging. The website will be home to food reviews, interviews with movers and shakers of Singapore’s culinary world, and think pieces on the local F&B scene. 

This change in direction is due to a multitude of reasons, none of which has to do with achieving the goal of eating fantastic food for a living. While waiting for his cup noodles to cook, Sinnamon.SG content writer Matthaeus Choo shared, “We have been confused for a Turkish film magazine and more recently, received angry messages on Instagram mistaking us for an American senator. Those problems should be a thing of the past now, especially when Sinnamon is such a terrible name for a publication. I don’t know which idiot came up with it.”

Choo, who also came up with the bold new name, further elaborated on how the focus on food will be similar to previous endeavours in Singapore’s film and television space, given how both are integral parts of Singapore culture. The website believes that anyone who can appreciate the hard work of local filmmakers will be able to do the same for Singapore’s finest chefs and hawkers, and vice versa.

Sinnamon.SG hopes to accomplish two milestones by the end of the year. Following the shift in editorial direction, the website will launch a call-in service by the end of April. Manned by an office of employees, readers can dial in and ask the website’s staff what they should eat for the day. Subscription to the service will be at the low price point of $20 per month, which is only slightly less value-for-money than a Netflix subscription. 

Stage two of the rebrand, slated for June 2021 and coinciding with the end of the COVID-19 pandemic, will see the launch of Sinnamon Old School. Located at Mount Bendemeer, the space could have picked up where Sinema Old School left off, but the need for yet another food space slightly edged over the importance of a community theatre. 

Sinnamon Old School looks to be the premier space for Singapore’s food festivals, with a dedicated area hosting stores selling old school local cuisines. Visitors can look forward to a culinary experience unlike any other, tasting traditional delicacies such as Perut Kambing, Eurasian Feng curry, and Putu Mayam. There will also be bubble tea.

Check out our full announcement video here.

Cinnamon icon in logo by: fjstudio