Lemon grass by Velela
Luxury real estate marketing has become an international game. Understanding what is considered to be a luxury in multiple cultures is now a requisite education for luxury real estate marketing professionals.
For example, what is considered to be luxury in Singapore, the fifth wealthiest country in the world? Its rapid economic growth and favorable business climate converted a port city into a major urban capital. In razing orchards and plantations to build high rises and an urban infrastructure, the country’s agricultural output became non-existent. Singapore is a country that imports the overwhelming majority of its food (eggs are the exception) and half of its water. Now, home grown vegetables, fruits, and herbs have become the new luxury.
Greening up the concrete façade of the city began with the chefs of the luxury hotels such as the Four Seasons and the Fairmont, who were not satisfied with the imported organic fare. These chefs began growing herb gardens on their rooftops. This expanded to growing banana trees, chilies, bell peppers and more. Other business and restaurants have followed suit, and are growing lemons, curry leaf, lemon grass and mint.
In a country proud of its gastronomic heritage and a people who value diversity in gourmet fare, this trend of homegrown produce has become vitally importance to continue its dominance as a culinary capital. Using organic produce is also beneficial to the environment as it has an impact of lowering greenhouse emissions. Now, the government of Singapore is supporting residents to grow their vegetables on their rooftops, or participate in community gardens.