This Singapore Grand Prix F1 weekend, pasta takes pole position. Barilla and iL Giardino present The Pasta Paddock, a one-night-only culinary experience on 4 October 2025, showcasing the creativity and versatility of Italian cuisine through an Asian lens.
Conceived to explore how pasta can be reinterpreted with regional ingredients and cultures, The Pasta Paddock promises connections — across kitchens, and among diners. At the helm are two Barilla Pasta Champions: Chef Seigo Fuchigami, the reigning Barilla Pasta Asia Champion (2024), and Chef Felix Chong, Singapore’s current Barilla Pasta Champion, representing the nation in the upcoming finals. Together, they’ve crafted a special 4-course menu that blends Asian culinary techniques with Italian tradition. We speak with Melissa Chin, Head of Categories and Marketing, Barilla South & South East Asia to find out more.
Popspoken: What inspired Barilla to partner with the Singapore Grand Prix, and how does it align with the brand’s global marketing strategy, and could you share Barilla’s main objectives for this activation in Singapore?
Barilla is not only partnering with the Singapore Grand Prix but was announced as the official pasta partner of F1 this year, marking the beginning of a long-term journey together. This partnership is inspired by the shared values of connection and tradition and aligns perfectly with the newly launched global brand platform, Tastes Like Family. The true story of F1’s first cook, Pasticcino, who brought rival drivers together in the paddocks of the 1970s with a plate of pasta is the heart of this new platform. In Singapore, Barilla’s objective is to amplify the message that food has the power to unite, beyond the race and beyond rivalry.
Popspoken: Can you share details of any upcoming on-ground or digital activations fans can look forward to during race week, and how Barilla plans to integrate its products or brand story into the Grand Prix experience?
As part of the activation, Barilla is offering a giveaway for consumers to stand a chance to win a F1-inspired kitchen timer, designed to help them perfect the timing of their Barilla pasta dishes.
In addition, fans and consumers will have the chance to discover the rich history of serving pasta on the track through a short film titled “Taste Like Family.” This film will be aired on television and made available via online channels, providing insights into Barilla’s traditions and the role of pasta in creating memorable shared moments.
We will continue to explore more activation opportunities in future races to unite fans with a shared passion for food and racing.
Popspoken: Barilla has a long heritage in sharing meals and bringing people together. How do you see this ethos resonating with F1 fans in Singapore and the wider region?
The ethos of sharing meals and fostering connection is universal, and it resonates strongly with F1 fans, who are passionate about the sport and the sense of community it creates. In Singapore, where family and togetherness are cherished values, Barilla’s commitment to these principles is reflected in its over 145 years of uniting people around the table. It’s not just about food, but about the bonds we form and those we share it with – whether it’s at the track or at home with loved ones. These shared experiences remind fans, drivers, and teams alike that even in the heat of competition, there’s always room for camaraderie.
Popspoken: What role does sustainability or responsible sourcing play in Barilla’s activations at the Singapore Grand Prix?
Sustainability is at the heart of everything Barilla does, driven by the company’s commitment to bringing people closer to the joy of good food from each individual to the planet. For example, 99.8% of our existing packaging is designed for recycling. For more information, kindly refer to https://www.barillagroup.com/en/sustainability/
The Pasta Paddock, 4-Course Dinner
📅 4 October 2025 (one night only, 6.00pm to 8.30pm sittings at regular 30 minute intervals)
💰 S$88++ per person
📍 iL Giardino, Singapore
Seats are limited. This is a rare chance to experience Italian heritage and Asian creativity collide on your plate, a perfect prelude to the speed, spectacle, and community of F1 weekend.
Featured Image: INFOM for Barilla
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