Bakery’s Clever Marketing Stunt Highlights Passport Application Delays with a Tasty Twist
The Immigration and Checkpoints Authority (ICA) has issued a notice that passport renewals are facing significant delays, with processing times extending up to three months due to high demand. According to reports earlier in the month by The Straits Times, the wait time is now at least a month, with around 6,000 applications being received daily—triple the rate before the 2020 travel shutdown caused by the Circuit Breaker.
The ICA explained that about a million passports had either expired or were about to expire in March, which led to the surge in applications. On March 29, ICA publicly addressed the delay, confirming it is struggling to meet the increasing demand following the lifting of border restrictions. Sembawang GRC MP Amrin Amin shared his own experience of securing a new passport and commended ICA officers for their efforts during this challenging period.
Amid these delays, an Ang Mo Kio bakery cleverly highlighted the situation with a marketing stunt. Pine Garden Bakery introduced a “passport-themed cake,” humorously advertising that those eagerly awaiting travel could still get their ‘passport’ within days. The bakery’s joke about “thick pages” and its quick delivery service amused many online, with users appreciating the lighthearted take.
While humor surrounds this delay, ICA has also warned of passport-related scams. The public has reported receiving calls from numbers starting with “+65,” falsely claiming to be from ICA and relating to passport issues. Some calls featured automated messages informing people their passport applications were canceled or rejected. ICA clarified that they would never contact applicants using such methods and cautioned against sharing personal information.
Despite the temporary inconvenience of delays, ICA reassures the public that its officers are working hard to handle the situation, and customers are encouraged to remain patient.
