# Commentary: Why Singapore Airlines should welcome the backlash over new business class seats

- URL: https://talkfuse.com/story/commentary-why-singapore-airlines-should-welcome-the-backlash-over-new-business-class-seats/
- Published: 2026-11-12T04:19:00+00:00
- Updated: 2026-11-12T07:53:24+00:00
- Original publisher: CNA (publisher lean: Centre)
- Original article: https://www.channelnewsasia.com/commentary/singapore-airlines-business-class-colour-yellow-grey-sia-6544871
- Topics: World

## Key points

- Customers criticised the seats’ grey-and-yellow colour scheme.
- The design is part of a S$2 billion cabin upgrade.
- The backlash may reflect strong attachment to SIA’s brand.

## Summary

Singapore Airlines’ new business class seats have been praised for improved comfort and privacy, but their grey-and-yellow colours have prompted criticism. The commentary argues that the strong reaction is evidence of customers’ deep attachment to the airline and its identity as a premium Asian brand associated with comfort, elegance and hospitality.

The seats were unveiled on 6 November as part of a S$2 billion cabin upgrade, with the design informed by research involving more than 5,000 travellers, staff and industry experts. The author suggests SIA may have focused on practical customer needs without sufficiently exploring the cultural meaning of its brand, drawing a comparison with Coca-Cola’s New Coke backlash. The airline is urged to acknowledge the response and speak with loyal business class customers.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.