- Singapore Tourism Board continues to promote, “Passion Made Possible” brand campaign, by launching “Collector” passion tribe, and highlighting how Thai travellers can fulfil their shopping passion as Collectors in Singapore.
- “Intachai family – Way Prinya, Nana Rybena, Bena, and Brooklyn” will become Singapore’s new Thai passion ambassadors this year.
Following from the launch of “Passion Made Possible” brand campaign and the two passion tribes “Foodies” and “Explorers” last year, Singapore Tourism Board continues to establish a deeper, more personal connection between Singapore and Thai travellers by promoting Singapore as a destination for true collectors. The “Collectors” passion tribe highlights how Thai travellers can transform their shopping passion as Collectors in Singapore. At the launch event, Singapore Tourism Board also announced “Intachai family – Way Prinya, Nana Rybena, Bena, and Brooklyn” as Singapore’s new Thai passion ambassadors for year 2018.
The Collectors
“In today’s Experience Economy, Shopping is an important component of the overall travel experience, including for Thai travellers,” said Edward Koh, Executive Director, Southeast Asia, Singapore Tourism Board (STB), “With Passion Made Possible, we bring shopping experience to the next level. Because we know that for many, what they shop does not become just a possession, it becomes part of who they are.
“‘Collector Passion Tribe’ represents travellers who are authentic with a strong sense of individuality. To them, possibilities lie in searching for things they can identify with, and curating unique collections that are all their own. We encourage collectors to think beyond what they can do, to who they can be in Singapore.” Edward continues.
Singapore: The Destination for True Collectors to Fulfil their Passion
As a global retail city, Singapore presents many possibilities for shoppers and designers alike. It is a multi-faceted shopping destination where collectors and shoppers can indulge their passions with a robust offering of international brands and local heritage brands, and a burgeoning local design and retail scene led by homegrown, internationally-recognized designers and trendsetters.
As one of Asia’s top shopping destination, Singapore works hard to be able to cater to every person’s needs. Whether you are a family with young kids, or travelling with your senior relatives, or a millennial who desires a unique sense of identity, or a business traveller who aspires to dress to impress, or a fashionista who loves to browse everything from street, high street to luxury brands, Singapore is the place for you.
For many Thais, Singapore is a paradise for their favourite international brands and must-have items, some of which might not be available in Thailand. Singapore is also filled with Southeast Asia’s first flagship/ exclusive stores from top brands that choose Singapore as their first flagship locations in Southeast Asia. This includes Louis Vuitton’s first luxury concept store in Southeast Asia, and its first ‘Island Maison’, Off White’s US-based street-wear brands, Victoria’s Secret and Apple store, to name a few.
While Singapore’s local designers are breathing new life into the country’s retail scene, with brands defined by local craftsmanship and creativity, Collectors are now able to find refreshing yet relatable locally-designed products that capture the Singapore essence. Homegrown designers and retailers such as Charles and Keith, Kwanpen, Carolyn Kan’s Carrie K, Elyn Wong’s STOLEN, Pedro, Supermama, Naiise, In Good Company, HyperGrand are brands that one should not miss. Not forgetting the local heritage food brands that profiled iconic Singapore food as local souvenirs like Bengawan Solo, Bee Cheng Hiang and Ya Kun are brands that many Thais love.
Apart from the collectors’ favourite shopping belt, Orchard Road, there are many other shopping enclaves such as Marina Bay precinct, Kampong Glam precinct (Haji Lane), Harbourfront Precinct, Bugis Precinct. In addition, there are various retail concept stores like K+ Curatorial Space, Zhuang, Keepers, Dover Street Market, Museum Label and Rolex Boutique by Cortina Watch that will pique the collectors’ curiosity.
Importantly, the Collectors experience in Singapore comes with an unspoken peace of mind for both products and service as Singapore has a well-regulated retail scene ensures that consumers are assured of authentic products. In addition, travellers are eligible for GST refund.
“Intachai Family” – A Family with True Passion
At the event, the “Intachai Family” -Way Prinya, Nana Rybena, Brooklyn and Bena Intachai, were introduced as Singapore’s new Thai Passion Ambassadors. Ms. Sherleen Seah, Area Director for Thailand, Singapore Tourism Board (STB) said, “To further illustrate how Singapore can ignite passion and create strong emotional connection with the Collector passion tribe, we have chosen ‘Intachai family’ who are very passionate in what they do and are eager to share their interests to their fans and friends, to be our ambassadors.”
“Not only can the ‘Intachai Family’ represents the Collector passion tribe – with their passion for collecting the good finds e.g. Way loves collecting sneakers, while Nana is familiar with fashion and has a great fashion sense, and their passion for their own clothing line – Dektay, the celebrity couple and their family can also represent other passion tribes –Culture Shapers, Action Seekers, and Socializers, which will be launched later in the year. The four influencers in the family will partner with us to bring to life how Singapore is Passion Made Possible by telling their stories and sharing their experiences to the target audience across various media platforms. In addition, the family of four often travel together and Singapore is a prefect family destination that enables them to pursue their passions together,” Sherleen added.
To pursue the passion journey in Singapore, passion ambassador Way Prinya, has chosen to collaborate with Mark Ong, the owner of home-grown label, SBTG who is well-known for his sneaker customization game. Way talked about his passion for sneakers, “Collecting sneakers have become a crucial part of my life. When I was young, I always save money to buy sneakers. I collect sneakers because each sneaker has its own style and characteristic that can represent each stage of my life. The kicks can bring me back to the unforgettable memories. This is why, today, I’m very excited to have chance to collaborate with like-minded sneaker head like Mark. My passion is made possible thanks to Singapore!”
Meanwhile, Nana Rybena, also shared her passion for street-wears, “For me, street-wears are my favourite collectible items. At Singapore, you can find one-of-a-kind keepsakes that reflect me. Not only I like to shop, but I also like to visit many different shops and brands in order to find new inspiration to design my clothing line, DekTay. With different shopping enclaves in Singapore, I can discover new ideas and talk to different designers in different neighbourhoods to deepen my passion as a collector.”
Throughout the year, Singapore Tourism Board will promote Collector passion tribe through different types of activities together with the ‘Intachai Family’. Follow Singapore Tourism Board’s Facebook VisitSingaporeTH and Line@ VisitSingaporeTH for more information.
