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The carrier still calls these Singapore Girl “stewardesses” and not the sex-neutral “flight attendants”. What is ironic is that she is the product of one of the least sexist, most advanced and prosperous Southeast Asian nations whose women are encouraged to pursue higher education and careers. For instance, a third of their doctors and 40% of their lawyers are women (Shenon, 1992). Many feminists and Westerners have criticized SIA for perpetuating the image of Asian women as being subservient, obedient sex symbols who appeal to customers, especially male passengers, with their physical attractiveness. Khoo Heng Keow, the president of the Singapore Association of Women for Action and Research, said the sexist advertising of the flight attendant as “a great way to fly” “robs her of her personhood and makes her a vehicle” (Arnold, 1999). Many advertisements show SIA’s modern fleet or scrumptious gourmet, but rarely leave out an image of the beautiful, curvaceous stewardess. She appears also on virtually every website, the face of SIA, welcoming the user with her professional smile (see Visual Representations).
Moreover, two decades ago, the retirement policy was such that stewardesses had to retire at 35. After a dispute in which 1000 employees challenged the rule through signing a petition, against the stewardesses being “sexploited”, the rule was changed (Arnold, 1999).
The majority of Singaporeans do not complain however, because they are proud of the airline that is their ambassador and national pride (Shenon, 1992). The Director of cabin-crew training, Wong Mun Mun, does not see the Singapore Girl as a sexist symbol, but rather a “reflection of traditional Asian hospitality” (Shenon, 1992). Spokespeople for the airline declare that they wish to present the ideal and complete picture of femininity, and the Singapore Girl has been a “winning formula” that will not be changed for a long time to come (Arnold, 1999). Asians, traditionally accustomed to expect humble and self-effacing service, perceive a less suggestive image and more so what the airline intended to portray—the epitome of graciousness.
SIA's manager of in-flight services says,
"SIA is an Asian airline, and Asia has a long tradition of gentle, courteous service. The Asian woman does not feel she is demeaning herself by fulfilling the role of the gracious, charming and helpful hostess. What we hope to do is translate that tradition of service into an in-flight reality" (Harvard Business School, 1989).
The legend of the Singapore Girl across Asia is still of almost a mythical celebrity status that becoming her is the dream of many young Asian girls—trainees have been known to cry in excitement when handed their first sarongs. This applies even to the non-Singaporeans, such as the Koreans and the Japanese (Shenon, 1992). A 1979 Fortune magazine article, “Flying High with the Singapore Girls”, reported that in 1978, about 7000 young Singaporean women applied for 347 SIA flight stewardess openings. They were not repelled by the feminist overtones in the SIA advertisements, despite protests from the West. Acceptability in the West has increased over the years and any modifications to the image might be too risky (Harvard Business School, 1989).