Singapore Tourism Board and Henan Zhongyouxin Travel Launch Song-Dynasty Immersive Promotion
In 2026, the Singapore Tourism Board partnered with Henan Zhongyouxin Travel on a cross-border tourism promotion built around Song-dynasty Chinese aesthetics. An NPC team from Henan's Qingming Shanghe Garden travelled to Singapore to stage immersive street performances linking landmarks such as Mandai Wildlife Reserve, Kampong Glam, Chinatown, Sentosa and Gardens by the Bay, showcasing the city-state's ecological, cultural and urban appeal. Du Linghui, STB's North China director, said Chinese travellers increasingly favour culturally rich, novel deep experiences, prompting continued investment in youth-oriented storytelling.
Impact and considerations
The campaign shows Singapore's tourism board using cultural storytelling and youth-oriented content to compete for Chinese outbound demand, offering a reference for travel agencies and destination marketers running China-Singapore routes.
Key points
- In 2026 the Singapore Tourism Board partnered with Henan Zhongyouxin Travel on a cross-border tourism promotion centred on Song-dynasty Chinese aesthetics.
- The campaign used live short-form drama and immersive walking performances instead of traditional static presentations.
- An NPC team from Henan's Qingming Shanghe Garden travelled to Singapore, linking landmarks including Mandai Wildlife Reserve, Kampong Glam, Chinatown, Haji Lane, the Peranakan Museum, Sentosa and Gardens by the Bay.
- Du Linghui, STB's North China director, said Chinese travellers increasingly favour culturally rich, novel deep-travel experiences.
- Chen Jing, chairman of Henan Zhongyouxin Travel, noted convenient direct Henan-Singapore flights and Singapore's peak season during northern China's autumn and winter.
- The campaign is part of STB's 2026 core push to deepen its China market presence and refresh brand storytelling under its 'Anyway Fun' positioning.
Sources and time
- Primary source
- 品橙旅游
- Other sources
- 0
- First source publication
- 23 Sept 2026, 08:00
- Page published
- 23 Sept 2026, 12:01
- Last updated
- 23 Sept 2026, 08:00
- Original links
- Pinchain Tourism：新加坡跨界文旅创新叙事惊艳出圈 – 品橙旅游 (opens in a new tab)Primary source · zh · Published 23 Sept 2026, 08:00