Singapore – Passion Made Possible represents an attitude or belief that Singapore stands for. Singapore is passion made possible: where people with vision, drive, ingenuity and a never-settling spirit, overcome the odds to forge new possibilities that inspire and make a difference.
There are three fundamental shifts to this brand:
1. A unified brand beyond tourism
Over the last five decades, Singapore has built a strong reputation as a global business and tourism hub, recognised for its quality infrastructure, safety, stability, connectedness and accessibility. However, global competition to attract tourists and investments has intensified, and the media landscape has become more crowded and complex. Visitors have become more discerning in their travel choices, seeking to immerse themselves in cultures and build deeper connections with destinations, while international businesses want to create new solutions that make a difference. The unified brand thus aims to communicate the country’s value proposition in addressing the needs of travellers and companies, and help Singapore stand out on the international stage.
2. An inside-out approach
It is usual practice that the consumer is at the focus of the brand process, with the identifying of consumer needs and insights as the start of the process. However, Singapore is not a product, it is a country with many facets.
Hence to go beyond tourism, to build a brand that is authentic and true to Singapore, it is critical to look inwards first.
In the development of this unified brand, STB and EDB had embarked on qualitative and quantitative research with close to 4,500 respondents on what Singapore stands for, reaching out to residents, industry stakeholders, and international audiences in Singapore and across 10 countries . Respondents shared that the themes of ‘passion’ and ‘possibilities’ best reflected the Singapore spirit: While ‘possibilities’ was strongly associated with Singapore as a destination, the ‘passion’ to strive was what drove these possibilities.
3. Standing for an attitude & belief
Passion Made Possible was thus derived to capture the spirit of the nation in a way that builds affinity, affiliation and top-of-mind recall. With the themes of ‘passion’ and ‘possibilities’ entrenched in Singapore’s history and imbued in the nation’s psyche, and told through stories of the people, Passion Made Possible is the embodiment of the country’s track record and tenacity to fulfil passions and continually create new possibilities. By capturing the spirit of the nation, the brand will speak to Singaporeans and residents alike to build affinity and affiliation. For potential visitors and businesses, it will also help entrench stronger top-of-mind recall for choosing Singapore as a destination to visit and invest in.
The choice of the Merlion as a symbol for
Singapore has its roots in history. The Merlion commemorates the ancient name
and the legend taken from the "Malay Annals" (literary and historical
work from the 15th or 16th century) explaining how Singapore received its
In ancient times, Singapore was known as Temasek which is Javanese for the sea.
It was then, as it is today, a centre of trade.
At the end of the 4th century A.D, Temasek was destroyed by the Siamese,
according to some historians, but by the Javanese according to others. As
recorded in the legend in the "Malay Annals," Prince Nila Utama of
the Sri Vijaya empire rediscovered the island later in the 11th century A.D. On
seeing a strange beast (which he later learnt was a lion) upon his landing, he
named the island Singapura which is a Sanskrit word for Lion (Singa) City (Pura).
The Merlion, with its fish-like body riding the waves of the sea, is symbolic
of the ancient city of Temasek. At the same time, its majestic head recalls the
legend of the discovery of Singapore by Prince Nila Utama in the 11th century,
when Singapore received its present name.
The Merlion, a symbol to welcome all visitors to Singapore, has since moved. On
15 September 2002, it settled into its new home at Merlion Park, located next
to One Fullerton, overlooking scenic Marina Bay, with the park opened by Singapore’s
Founding Father Mr Lee Kuan Yew.