Singapore Tourism Board signs pop singer Stefanie Sun as Greater China ambassador

The ambassadorship will be for two years. Sun, who is popular in Greater China's showbiz industry, will appear at STB’s events, front the upcoming marketing campaigns and TVCs promoting the Lion City as a must-visit tourist destination in the China market.

Edward Koh, STB’s regional director for Greater China, said, “As a Singaporean artiste who has gained a strong foothold in the Chinese market, Stefanie is the best candidate to represent us as she is able to effectively reach out to our target audiences.”

Speaking at a press conference in Beijing this week, Sun said she would highlight three distinctive itineraries to Chinese visitors, which “showcase Singapore as a business-friendly city, a destination offering unique nature and culture experiences, as well as a lifestyle city for families and friends".

In recent years, Singapore has been very proactive in developing its tourist offering. This year alone saw the opening of both the Marina Bay Sands and Resorts World Sentosa as well as the first-ever night Formula One racing event taking place from 24 to 26 September.

Earlier this summer, STB rebranded its tagline 'Uniquely Singapore' to 'YourSingapore' to articulate a personal travel experience. The rebranding initiative launched 10 months after STB completed a high profile pitch process that saw the appointment of BBH, MEC and XM Asia as its global creative, media and digital agencies.