From now until late February, flying business or first class out of Changi on Japan Airlines comes with a sweet extra: pineapple tarts from KELE, the Singapore heritage bakery best known for these buttery, jam-filled pastries. The collaboration, which began 1 September 2026 and runs through 28 February 2027, places the KELE Skyline Souvenir Box in JAL's premium cabins on flights heading from Singapore to Japan.
The pairing makes more sense than it might first appear. In Singapore, pineapple tarts carry connotations of prosperity, good fortune and family reunions — they show up en masse around Lunar New Year and are a classic gift. Japan has its own strong tradition here: omiyage, the custom of bringing back carefully chosen local souvenirs for colleagues and loved ones. KELE's managing director Adrian Ang points to that overlap as the reason the partnership works, framing the tart as a small edible introduction to Singapore's food heritage served through JAL's omotenashi style of hospitality.
For JAL passengers, it's a limited-time destination dining touch — a taste of the city they're leaving before they land in Tokyo or Osaka. For KELE, it's a deliberate step into Japan's premium gifting and retail market, where provenance and presentation carry real weight. Ang has said he hopes the onboard nibble sparks curiosity, prompting travellers to seek the brand out when they visit Singapore or to pass the tarts along as gifts back home.
Travellers on the corridor should know this is cabin-dependent: the Skyline Souvenir Box appears in First and Business Class, and the tarts feature on selected flights departing Singapore for Japan. If you're flying economy, you'll likely have to hunt the tarts down on the ground — KELE sells them in Singapore, and details are at kele.sg.
Who should care? Anyone with a Singapore–Japan flight booked before March 2027, obviously, but also food-focused travellers building their Singapore itinerary around the city's hawker and bakery scene, and souvenir hunters who'd rather bring home something edible and local than another fridge magnet. Pineapple tarts travel well, keep reasonably, and tick the omiyage box for anyone continuing on to Japan. It's a small partnership, but it's a neat example of how airline catering is increasingly borrowing from destination food culture rather than generic inflight fare.
