# KELE Takes a Taste of Singapore to Japan with Japan Airlines

- Link: https://www.thailand-business-news.com/pr-news/kele-takes-a-taste-of-singapore-to-japan-with-japan-airlines
- Published: 2026-11-10T10:50:00+07:00
- Author: Media OutReach

SINGAPORE – [Media OutReach Newswire](https://www.media-outreach.com) – 10 November
2026 –** KELE, the Singapore heritage brand known for its famed pineapple tarts,
has partnered with Japan Airlines (JAL) to introduce authentic Singaporean flavours
to the skies, featuring KELE’s signature pastry as part of JAL’s curated destination
dining experience on flights departing Singapore for Japan.**

![Kele's heritage tarts are a favourite amongst Singaporeans and travellers alike](
https://images.media-outreach.com/release.php/Thumb/1600x1600/835943/835943-High-
Res-Kele-Group-Photo.jpeg)

 KELE pineapple tarts will be served onboard selected flights, with the KELE Skyline
Souvenir Box featured in First Class and Business Class cabin service. The collaboration
brings a distinctly Singaporean pastry to one of Asia’s most significant travel 
corridors, offering passengers a taste of the city’s food heritage before they arrive
in Japan.

 It also draws a natural connection between Singapore’s tradition of festive gifting
and Japan’s omiyage culture, where travellers share thoughtfully chosen souvenirs
with family, friends and colleagues. Pineapple tarts are closely associated with
good fortune, prosperity, reunion and sharing in Singapore, while JAL is known for
the attentive hospitality of omotenashi.

 “Japan has a deeply developed gifting culture, and we see a real affinity between
that and the values behind KELE,” said **Adrian Ang, Managing Director and Co-owner
of KELE**. “On a platform where hospitality is central to the experience, we hope
that first taste onboard sparks curiosity, that passengers may look for us when 
they visit Singapore, or remember KELE as a taste of the city they can share with
others.”

 For KELE, the partnership builds on the enduring appeal of its pineapple tarts 
as a popular Singapore heritage souvenir and gift, while introducing the brand to
a Japanese audience that values provenance, presentation and thoughtful gifting.
It marks an important milestone in KELE’s international growth ambitions, beginning
with Japan’s premium gifting and retail landscape.

 “True celebration of heritage is about finding new ways to share it,” said **Adrian
Ang**. “Through Japan Airlines, we are proud to bring a familiar taste of Singapore
to travellers and show how a simple pineapple tart can carry a much bigger story.”

 The JAL x KELE pineapple tarts will be available on JAL flights departing Singapore
for Japan from **1 September 2026 to 28 February 2027**. Through this limited-time
collaboration, both brands look forward to welcoming passengers with the warm taste
of Singaporean flavours through the thoughtful lens of Japanese hospitality.

 Please visit [www.kele.sg](http://www.kele.sg) for more information on their products.

Hashtag: #KELE #JapanAirlines #SingaporeFlavours

[http://www.kele.sg](http://www.kele.sg)

The issuer is solely responsible for the content of this announcement.

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**Source** : [KELE Takes a Taste of Singapore to Japan with Japan Airlines](https://www.media-outreach.com/news/singapore/2026/11/10/500398/?rand=186006)

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