S’pore Navy Roasted Coffee Bean Mistake With Their Own ‘SAF Day Promotion’

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When it comes to the king of social media in Singapore, only a few organizations could claim that title.

Singapore Civil Defence Force, the OG of social media that’ll roast everything and anything to get their message across.

Rochor Neighbourhood Police Centre, the meme experts whom we now know comprise both regulars and NSFs.

IKEA, the for-profit organization that has such subtle meanings in their advertisements, we wonder if understanding them is as hard as assembling their furniture.

No one would have thought of the Singapore Navy.

I mean, we used to love their commercials in TV…

…but social media?

I didn’t even know they’ve a Facebook account.

Until today.

Roasting Coffee Bean Like Roasting Coffee

Last week, Coffee Bean Singapore made a major blunder with this image:

Image: Hardwarezone Forums

Lest you’re as blur as the marketing folks from Coffee Bean, here’s the shocker: that’s not a soldier in SAF, RSAF or S’pore Navy uniform.

That’s a soldier from China, or more specifically, from the People’s Liberation Army Navy.

Needless to say, it caused an outrage amongst Singaporeans—especially people who’ve sacrificed two years of their lives to defend the country.

They apologised immediately, but the damage’s done: just read the comments and you’ll understand.


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Soon, they posted this instead, and that triggered even more people as it seemed like Coffee Bean is playing it so safe, they’re not even going to use an image of a Singapore soldier.

You’d have expected meme pages like SGAG or Memedef to come out with parodies, but hey: a new challenger has arrived.

Introducing the Facebook Page of Republic of Singapore Navy, which has about 145K followers.

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Here’s the caption:

We can’t give you a 50% discount, but we will give you our 100% all day, every day.

And if you can’t read the words in the image because you’re too smitten with the handsome dude, here are the words:


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In super big fonts:

CELEBRATING SAF DAY

100% COMMITMENT

DEFENDING OUR EVERYDAY

FROM 1967 ONWARDS


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And in tiny fonts made for ants:

DID YOU KNOW?

APPROXIMATELY 7 MILLION KILOGRAMS OF COFFEE WERE SHIPPED TO SINGAPORE BY SEA IN 2018

New Contender for Social Media King

So, has our Navy always been so cheeky in their Facebook Page?

While they’re active, their posts have been serious throughout; it’s so boring, I nearly fell asleep scrolling through all the posts.


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This could make the comeback of the hilarious Navy commercials we loved in the past.

I’m so going to Like their Page now.

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