For as long as I can remember, the Singapore Girl has been an iconic representation of my country and its achievements.

To the young me, she was always well-groomed, poised and polite; and she exemplified the exotic and enviable lifestyle of the world traveller who saw things I didn't, experienced cultures beyond Singapore's four races and met interesting people from all corners of the globe. More importantly, as depicted in the advertisements, she never failed to impress every person who was fortunate enough to make her acquaintance.

In many ways, Singapore itself was also doing the same thing. It made its imprint on the world by way of a steadily growing economy and a reputation for being efficient, well-mannered and well-liked. Physically, it was diminutive and delicate, but it punched above its weight in the global arena.

Now, however, as is often the case, growth and success have brought with them their attendant problems.

Singapore Airlines' revamped website in May 2011 had customers fuming over its glitches and unfriendly design. People also complained about its KrisFlyer frequent flyer programme, which never seems to upgrade anyone or reward customers with perks beyond the usual.

There were also rumblings about how its inflight service was no longer as impeccable as before. While still unfailingly polite, some of the flight attendants do, at times, betray their lack of awareness. I once asked for a Highland Park whisky neat with water on the side by way of a nightcap. The Singapore Girl who served me widened her blue eye-shadowed eyes before disappearing into the darkness.

She returned, inexplicably, with a Jack Daniel's on the rocks.

And some of the Business Class flat beds on its A380 flights have become lumpy and misaligned. While setting up the bed, if you have ever had to pump its end flap several times to prevent it getting caught on the front screen panel, you will know what I am talking about.

Don't get me wrong. For the most part, the airline is still peerless. It is definitely still my top choice whenever I travel, not least because of its wide selection of inflight movies and because it still feels like home, with familiar accents and faces.

But competitors are snapping at its heels. And passengers are restive.

Similarly, Singapore, after decades of spectacular growth, is showing some cracks. Its citizens are demanding more, so it has had to accept that some of the old ways don't work any more and relook policies and programmes. Also, what it offers to the world is now available elsewhere at more competitive prices.

People demand of citizenships and residencies now the same things they would an air miles programme. What's in it for me? How will you reward me for my loyalty?

And what of the Singapore Girl herself? Is she still relevant in today's sleek fast-paced world, far away from the Vaseline-smeared lens universe of Singapore Airlines' famous ads?

The answer is yes, if the airline's new campaign, which features three commercials, is anything to go by. On the surface, it doesn't look very much different from the ad campaigns of yore.

Despite the ongoing criticisms that its fixation on the Singapore Girl is sexist, the airline has, perhaps correctly, insisted that it would not give up an icon that the world has come to recognise and identify with the airline's glory days. The Vaseline lens stays. The Girl stays in the picture.

Part of me is happy about that. Nostalgia sells and the Singapore Girl reminds one of innocent days and the romance of travel. What did make me cringe then, however, was the tagline, which still lives on today.

"Singapore Girl, You're A Great Way To Fly" could only have been coined by a Caucasian looking at Asia - and its women - like Mad Men do.

But this time, perhaps in an effort to get with the times, the Singapore Girls are depicted not only travelling and serving on their knees, but also looking for things and making decisions on the little details that make the airline wonderful.

In China, she is picking the finest teas; in Scotland, she is selecting the best leather for the airline's seats and; in Venice, she is looking out for the best films to be played on the in-flight channels.

It is a minuscule sea change; a mere ripple, perhaps. But it does signify some willingness to move the narrative beyond having her walk the earth, proffering orchids to strangers.

But certain things remain unchanged. When will she become a woman? When will she finally have a voice and speak?

The answer, my friend, is blowing in the wind. In the meantime, the journey continues.

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