Singapore’s hidden sodium problem revealed in TBWA\Singapore’s ‘Salt Buries True Flavours’

Singapore’s most beloved flavours are disappearing in plain sight. Hidden beneath familiar dishes lie an invisible threat that has slowly buried the authentic tastes of local delights and dulled taste buds over time. TBWA\Singapore and the Health Promotion Board are now making the invisible visible with “Salt Buries True Flavours”, a campaign that exposes Singapore’s sodium overconsumption and encourages residents to reset their taste buds in three weeks.

With Singapore residents unwittingly consuming 3,600mg of sodium daily1 – nearly double the World Health Organisation’s recommendation of less than 2,000mg (approximately just under 1 teaspoon of salt)2 – and dulling their taste buds in the process, the campaign uses provocative campaign visuals to generate awareness of this ‘salt blindness’. It then transforms the conversation from problem to solution through a key insight: taste receptor cells regenerate approximately every 10-14 days. By consistently reducing sodium intake for about three weeks, there would likely be at least one turnover cycle of taste receptor cells which could help Singapore residents reset their dulled taste buds.

A key element of the campaign is The Gallery of Hidden Salt, which transforms one of Singapore’s busiest commuter corridors into an immersive art space where three artists reveal excess sodium hiding in everyday meals through visceral art expressions. John Knuth enlists flies as artistic collaborators, using their regurgitations to paint the hidden sodium in our meals. Gong Hua sculpts salt content into stark white cubes, forcing viewers to confront the physical reality of their overconsumption. Niceaunties reimagines hidden salt as invasive creatures in her Auntieverse, colonising Singapore’s beloved hawker favourites. Together, their works aim to incite and surprise, turning an invisible health issue into something seen and felt. The Gallery of Hidden Salt will run from 26 February – 25 March 2026 at Orchard MRT linkway between ION Orchard and Wisma Atria.

With the invisible threat exposed, the campaign also offers hope through a retro-inspired film that demonstrates how taste buds can be reset in just three weeks. It follows the protagonist as his ancestors stage a playful three-week intervention from beyond to help reclaim his true sense of taste by offering practical tips like choosing lower-sodium options and taking less sauce, while debunking common myths such as using gourmet salts as healthier alternatives or flushing out salty meals by drinking more water.

“The insight that guided us was simple yet powerful. It opened the door for a creative approach that empowers, not lectures. From The Gallery of Hidden Salt to our campaign film, Salt Buries True Flavours turns the science of taste into experiences Singapore residents can see, feel, and relate to. Together, they show that reducing salt is not a sacrifice, but a path to rediscovering the flavours that were always there,” said Loo Yong Ping, Executive Creative Director, TBWA\Singapore.

The campaign is a timely reminder given Singapore’s escalating health problem as local dishes are becoming progressively saltier to satisfy dulled palates, with 1 in 3 Singapore residents suffering from hypertension3.

To help Singapore residents on their lower-sodium journeys, the Health Promotion Board has created a practical 3-week guide, offering simple and actionable ways for consumers to manage sodium intake both at home and when dining out. Designed to support gradual change and habit formation, the guide seeks to make healthier choices easy, achievable and sustainable. Download the guide here.

Salt Buries True Flavours invites everyone to join the national movement to unlock the real taste of Singapore’s vibrant food culture. With small, mindful changes, we can enjoy better health while also preserving precious local flavours passed down for generations. Because when we reset our dulled taste buds, we regain the power to taste more, not less.