Around the world, regions, countries, states and cities are harnessing the power of branding to communicate their identities and propositions. Every country is a brand either by default or design. With more countries seeking to position and reposition themselves, Singapore is facing intense global competition. To date, Singapore is world renowned for being safe, stable, efficient, clean, green and pro-business. As we build on these values to forge ahead with reinventing Singapore, through the integrated resorts, F1 race and Marina Bay, how do we ensure perception catches up with reality? While we can leave Singapore’s brand to develop organically over the years, we can also take the initiative to shape perceptions of Singapore.

Against this backdrop, MICA aims to improve the overall brand equity of Singapore through helping to coordinate the marketing and communications of Singapore. MICA, together with MTI, co-chairs the National Marketing Action Committee, whose main purpose is to encourage a whole-of-government approach to market and promote Singapore internationally.

MICA itself plans and undertakes initiatives that project Singapore holistically to the world. We undertake cultural diplomacy programmes such as the Singapore Season, which leverage on arts and culture to showcase the softer aspects of Singapore, increase awareness of Singapore as a cultural and business global city, as well as to create networking opportunities for Singapore companies in the target city. We also produce a range of marketing materials (publications, videos and websites), that provide a complete overview of Singapore and support marketing efforts.