Haidilao gets roasted for wrong use of Singlish in MRT station ad
Alicia Chua
TNP
Oct 9, 2025
Popular hot pot restaurant chain Haidilao is drawing flak from netizens who slammed its latest advertisement for the incorrect use of Singlish.
"Hungry Sia? No Matter How Late, Haidilao Always Leaves A Light On For You," said the advertisement, which was spotted at Stadium MRT station.
But eagle-eyed netizens in a Reddit post pointed out the inconsistency between the English and Chinese messages on the ad, noting that "hungry sia" actually means "I'm so hungry" and that the correct phrasing ought to be "hungry anot", or "are you hungry?".
Some also criticized the Chinese chain for trying too hard to fit into Singaporean culture.
'When marketing to locals, hire a local': Netizens
Some Redditors even urged the brand to take down the advertisement, calling it "a disgrace", pointing out that the incorrect use of Singlish makes the brand seem inauthentic.
"The marketing chap who proposed 'Hungry Sia?' should be fired lol. It's a mistake that should never have been made," one user commented.
Others claimed that it "just shows you how many true blue born and bred sinkies they hire."
"How to vet when the vetter and approver are non-locals," one commenter questioned.
But one netizen pointed out the unintended benefits for Haidilao: "Ironically, this will bring more eyes to the advert than if they used singlish correctly."
The New Paper has reached out to Haidilao for comment.
