Caixinderella

Caixinderella is an vegatable mascot of the Singapore Food Agency (SFA), used to promote locally farmed produce and raise awareness about Singapore’s agricultural sector. Together with Seabasstian Water and Eggs Benedette C, they form the Singapore Farmed Forces. The mascots were created by Tribal Worldwide/DDB.

In a series of video advertisements, the trio were introduced as winners of the SG Food Star Awards to raise awareness about SFA’s local produce badges. Caixinderella’s video was inspired by Cinderella.

They were also featured in a children’s storybook by local author Monica Lim, which follows the Singapore Farmed Forces as they defend the nation’s farms from “rotten villains” determined to spoil fresh, high-quality, and sustainable food. In their adventures, they work to reclaim the farms’ stars and safeguard local produce.

In 2023, the Singapore Farmed Forces were featured in SG Farm Tycoon, a game on Roblox to engage young Singaporeans on food security. SFA commissioned MANA studios to create the game.

Have a trivia nugget about Caixinderella? Share your stories, photos and videos with us at designinsingapore65@gmail.com