Viral Mandarin Video Promotes Biryani Restaurant in Singapore

Singapore, Singapore Aug 1, 2026 ALN: A biryani restaurant chain in Singapore has captured attention with its recent promotional video that highlights both its culinary offerings and the cultural diversity of its customer base. The restaurant, Bismillah Biryani, has garnered significant interest due to its innovative approach to marketing, particularly through the use of social media platforms like TikTok, which has become a powerful tool for businesses seeking to engage with a younger audience.

In a TikTok video posted on July 25, Zara Salahuddin, one of the second-generation owners of Bismillah Biryani, introduced the restaurant’s signature biryani and other dishes in Mandarin. This decision to communicate in Mandarin was a strategic move aimed at attracting Mandarin-speaking customers, particularly Chinese tourists who visit Singapore, a country known for its multicultural society and diverse culinary scene.

In her video, Zara stated, "A little something for our Mandarin-speaking friends... If you haven't visited us yet, we'd love to welcome you." She acknowledged her own challenges with the language, humorously noting, "And yes… my Mandarin still needs work. If you have any suggestions to help me improve, I'd genuinely love to hear them in the comments." This candid approach resonated with viewers, making the video relatable and engaging.

The response to the video has been overwhelmingly positive, with it receiving over 280,000 views and more than 300 comments. Many netizens have not only expressed their appreciation for the biryani but have also suggested ideas for future videos. One user remarked, "Let's do Malay, Mandarin, Tamil and all in one video for National Day," highlighting the multicultural fabric of Singapore and the potential for Zara to engage with a broader audience through multilingual content.

Another comment reflected the impact of the video on potential customers: "Next time I'm in Singapore, I will go there. I love biryani." This indicates that the video has successfully piqued the interest of viewers who may not have previously considered visiting the restaurant.

When asked about the inspiration behind the viral video, Zara shared an anecdote from her experience in the restaurant where she attempted to communicate with Chinese tourists. "They were very patient with my slow and broken Mandarin as I was trying to explain the menu to them," she recalled. This experience prompted her to think about how she could better connect with Mandarin-speaking customers, leading to the idea of promoting the restaurant's biryani in Mandarin through a more personal and engaging format.

Previously, Bismillah Biryani had created videos that showcased their food but relied heavily on text overlays without a personal touch. Zara noted, "We had previously done videos in Mandarin but they were purely images of food with text on screen. I guess having an actual person speak worked way better." This insight underscores the importance of personal connection in marketing, particularly in the food industry where the dining experience is often about more than just the food itself.

The public's reaction to the video has brought Zara joy, as she sees it as an opportunity for more Mandarin speakers to discover the eatery. Bismillah Biryani is a family business that has been operating in Singapore's vibrant Little India district for 20 years, a neighborhood known for its rich Indian heritage and culinary offerings.

The restaurant is particularly renowned for its signature biryani, which is served with a side of raita, a spiced yogurt dish that complements the flavors of the biryani. In addition to biryani, the menu features a variety of North Indian dishes, including curries and kebabs, catering to diverse palates. The establishment's commitment to quality and authenticity has earned it a place in the Michelin Bib Gourmand category for all editions of the Michelin Guide Singapore since its inception a decade ago.

The Michelin Guide has praised Bismillah Biryani for its lamb shank biryani, describing it as having a "fork-tender texture and meaty flavor." Other recommended dishes include haleem, a slow-cooked stew of meat and lentils, mutton nihari, a flavorful meat stew, and aloo gobi, a popular vegetarian dish made with potatoes and cauliflower. Such accolades not only enhance the restaurant's reputation but also serve to attract food enthusiasts eager to experience high-quality Indian cuisine.

Bismillah Biryani has expanded its reach beyond its original location and now operates branches in Shenton Way, Gardens by the Bay, Nanyang Technological University, and the National University of Singapore. This expansion reflects the growing popularity of the restaurant and the increasing demand for its offerings in various parts of Singapore.

Zara and her brother, as the second-generation owners of the restaurant, have taken on multiple roles within the business. Zara's primary focus is on marketing, where she employs creative strategies to engage with customers and promote the restaurant's unique offerings. Her efforts, particularly the recent TikTok video, demonstrate the potential of social media as a marketing tool in the modern culinary landscape.

As the restaurant continues to thrive, it remains committed to its roots while adapting to the changing dynamics of the food industry. The use of Mandarin in promotional materials not only reflects a cultural sensitivity but also acknowledges the diverse demographic of Singapore, where multiple languages coexist and contribute to the nation's identity.

The success of the TikTok video serves as a case study for other businesses looking to leverage social media to connect with their target audience. It highlights the importance of authenticity, relatability, and cultural inclusivity in marketing strategies, particularly in a multicultural society like Singapore.

For those interested in visiting Bismillah Biryani, the restaurant is located at 50 Dunlop St, Singapore 209379, and is open daily from 11.30 AM to 8.30 PM. With its rich history, diverse menu, and innovative marketing approaches, Bismillah Biryani continues to be a beloved destination for both locals and tourists seeking an authentic taste of Indian cuisine in Singapore.