It all began with a deck of playing cards on Jason Ang’s very first Singapore Airlines (SIA) flight in 1980.
Over the next 4 decades (and counting), the tour manager went on to amass more than 400 SIA card decks, just a fraction of the 4,000-plus collectables in his care. From bone china teapots and commemorative coins to wooden music boxes and vintage harmonicas, Jason’s archive is today valued at an estimated $30,000 to $60,000.
But, especially as Singapore marks its 60th year of independence, something else comes to light about Jason’s veritable collection of SIA memorabilia. It’s more than a showcase of rare and valuable objects. It reflects how the national carrier carried our identity across the skies and became a source of collective pride for generations of Singaporeans.
In this article, we explore Jason’s most prized items, the story of Singapore Airlines through his collection, and the legacy he hopes to leave behind.
Meet Jason and his 4,000-piece SIA memorabilia collection
Jason traces his passion for collecting back to his very first SIA flight as a child. On a trip to Bangkok in 1980, he was struck by the airline’s hospitality and service. “One of the stewardesses gave me a deck of playing cards with the sarong kebaya pattern—the batik motif,” he recalls. That simple gift sparked a hobby that would last a lifetime.
In those days, before in-flight entertainment systems became standard, passengers were often given small games and souvenirs to help pass the time on long-haul flights. Jason remembers seeing chess sets, Mastermind puzzles, and of course, the iconic SIA poker cards being handed out. These amenities made sense on 20-hour routes like Singapore to Los Angeles via Tokyo, where diversions were scarce.
“In the olden days, it was actually part of the in-flight amenities,” Jason says. But with modern entertainment systems built into every seat, the airline has gradually reduced these giveaways. Even SilverKris, SIA’s inflight magazine, has been discontinued—a loss Jason feels deeply, as he saw it as a window into other cultures and destinations.
What began with that first deck of cards eventually became the foundation of a collection that today numbers more than 4,000 pieces. For Jason, each item is a reminder of how SIA evolved—and a way to preserve a part of Singapore’s cultural history.
His 400 decks of playing cards tell SIA’s story
Among Jason’s most fascinating sub-collections are his 400+ decks of SIA playing cards. Over the years, these decks have acted as a timeline of the airline’s branding and milestones.
“One thing that’s very interesting is whenever SIA launched a station, or if they had some anniversary celebrations, they would print a new set of poker cards to give away. So in the olden days, they tended to give out a lot. And every new design, I can probably say I have it,” Jason explains.
At one point, the airline released designs every few months. “There was a year where they featured 4 different continents: Europe, Asia, Australia, and America. So every 3 months they would change their design, and I would go collect the new design,” he recalls.
The cards also chart how SIA positioned itself over time. Back in the 1970s, the designs were simple, often featuring the iconic Singapore Girl. “The cards were actually just featuring the SIA stewardesses. But nowadays, they are more focused on the destinations and their modern fleets.” For example, when SIA became the first airline to fly the Airbus A380 in 2007, the milestone was captured in card decks showing the aircraft from multiple angles.
Beyond their sentimental value, some decks and even individual cards can command surprising prices on the collectors’ market. Jason notes that some cards can sell for US$50—and that’s just for one card.
To preserve his collection, Jason built in his own form of backup—his own insurance, if you will. “Normally, I will collect a minimum of 4 decks just in case 1 deck comes into contact with mould or gets damaged. So normally I have a few sets as backup,” he says. Some of these extras even came from his parents. For Jason, these duplicates act as a kind of safeguard, ensuring that even if one set is damaged, the history it represents is never lost.
Jason’s most prized possessions from his $60,000 collection
Jason’s cabinets hold a treasure trove of SIA memorabilia—some of them extremely rare.
One of his favourites is a Narumi bone china teapot and tea cup set featuring the airline’s iconic batik motif, given out in limited numbers to mark a special SIA milestone. “This set was actually given out to the priority passenger service—the PPS club. SIA made this special teapot, cups and saucers as a door gift for the event.”
Years ago, a fellow collector offered him $500 for the tea set, but Jason held on. Today, he estimates it could sell for about $1,000—though its sentimental value makes it priceless to him. You can bet he would never sell it.
Another standout is a Moscow vodka glass, produced for the launch of SIA’s short-lived route to Russia. With that service long discontinued, surviving glassware has become scarce. Jason values it at up to a few hundred dollars, both for its rarity and for what it represents: a reminder of the airline’s ambition to expand into new markets.
His shelves also hold a Chicago launch harmonica, one of the more unusual pieces of memorabilia SIA ever gave out. Limited to a single inaugural flight, the harmonica is now also estimated to be worth a few hundred dollars to collectors.
Then there is a wooden music box from just last year, 2024, that still plays the iconic SIA jingle “A Great Way to Fly.” For Jason, the melody is both comforting and powerful as a time capsule; the tune embodies an era when the airline was cementing its global reputation.
Individually, these items may seem like curiosities. Together, they form a narrative of SIA’s milestones, including launch routes, anniversaries, and branding campaigns, and more.
Why Singaporeans see SIA as more than an airline
For Jason, Singapore Airlines has always stood out for its hospitality. What struck him most on his first flight was how the cabin crew embodied Asian virtues—gentle warmth, politeness, and professionalism. The Singapore Girl, with her sarong kebaya and gracious manner, carried a kind of mystery and allure that made SIA unforgettable.
This focus on service was deliberate. When SIA was formed in 1972, it lacked the fleet size of bigger rivals, so it built its brand around the Singapore Girl campaign and Asian hospitality.
Over time, the airline grew from a regional carrier into a global leader. Milestones were marked with items like Jason’s Moscow vodka glass, Chicago harmonica, and the A380-themed card decks from 2007.
For Jason, these mementos capture how SIA mirrored the nation’s own rise. “Through the collection you understand about the developments and the growth of SIA, which I think is very meaningful,” he says. As Singapore turns 60, his archive is a reminder of how the national carrier became a source of pride and a flag in the sky.
A legacy to pass on
For Jason, collecting has never just been about money. It’s about preserving memories and sharing them. That’s why he has already thought carefully about what will happen to his collection when he reaches 70.
“My dream is to hold a fundraising event for the Singapore Association of the Visually Handicapped,” Jason says. “I hope to fund their operations or research to help the visually impaired see the colourful world I have gotten to enjoy in over 90 countries in my role as a tour manager.”
It’s a fitting vision. Airlines connect people to new places and let them see the world—and Jason’s collection, built around a lifetime of flying, is rooted in that very idea. By auctioning his pieces to support the visually impaired, he hopes to give others the chance to experience the colours and beauty that travel gave him. What better legacy could a collection built on an airline leave behind?
Conclusion
It’s impossible to put a price on memories. Jason’s $30,000 to $60,000 collection may hold rare items and valuable keepsakes, but its real worth lies in what it represents—a love letter to a national icon that has carried Singapore’s identity across the skies for six decades.
As Singapore marks SG60, his archive is a reminder that collectables aren’t just about scarcity or price tags. They are about the stories they hold, the pride they inspire, and the way they connect personal history with a nation’s journey.
Got a collection with a story? Tell us.This article is part of a series called Priced Possessions, where we chat with Singapore’s quirkiest collectors and put a price on their most prized possessions. |
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This article was first drafted with the help of AI and later reviewed and refined by the author.
About the author
Vanessa Nah likes her finance articles the way she likes her sitcoms—light-hearted, entertaining, and leaving people knowing a little more about life. She believes money—like life—should be made simple. Outside of work, you’ll find Vanessa attending dance classes, fingerpicking a guitar, and fulfilling her life mission to make her one-eyed cat the most spoiled kitty in the world.
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