Singapore is often celebrated for its iconic landmarks like the Merlion and Gardens by the Bay. However, the Singapore Tourism Board (STB) is now shining a light on the city-state’s rich cultural diversity, inviting travelers to discover a deeper, more vibrant side of Singapore through a host of innovative initiatives.
One groundbreaking project is the UNSEEN/SINGAPORE campaign launched in February 2023 in collaboration with National Geographic CreativeWorks. This virtual photo exhibition featured six Southeast Asian photographers exploring Singapore’s lesser-known aspects, capturing hidden gems and diverse cultural scenes that most visitors might overlook. The campaign invites people to experience Singapore through fresh, compelling perspectives beyond the usual tourist spots.
Continuing this celebration of culture, the Creator Residency Programme was introduced in January 2026 in partnership with Mondrian Singapore Duxton. This initiative brought together local and international artists to craft public art installations that embody Singapore’s multicultural identity. The first project saw Singaporean artist tobyato and Filipino artist Jappy Agoncillo collaborate on a striking mural at Mondrian Singapore Duxton, transforming the hotel’s front staircase into a new cultural landmark that reflects the city’s artistic synergy.
STB’s commitment to showcasing Singapore’s diverse heritage extends into digital storytelling with the “Cultura Obscura” series. This four-part video campaign explores the narratives of lesser-known communities in Singapore, highlighting their unique contributions to the nation’s social fabric. By delving into these rich stories, the series expands our understanding of Singapore’s cultural mosaic beyond its primary ethnic groups.
Further enriching this exploration, the National Heritage Board’s Heritage Institutions division presented “Harmony Through Heritage: Woven Identities” in July 2026. This exhibition uses fashion and textiles as a lens to celebrate Singapore’s multicultural heritage, tracing how traditional attire has been preserved, reimagined, and passed down through generations. It is a poignant reminder of the connections and shared identities woven into Singaporean society.
Together, these initiatives reflect STB’s vision to present Singapore not just as a city of famous sights but as a dynamic, culturally rich destination. They encourage visitors to explore and appreciate the nuanced and colorful stories that make Singapore truly unique, fostering a deeper connection with the city beyond the iconic landmarks.
Leave a Reply