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26 March 2020
SACEOS celebrates 40 years of MICE growth and innovation with a bold new look for the next decade and beyond
Singapore, 16 January 2020
The Singapore Association of Convention and Exhibition
Organisers and Suppliers (SACEOS) celebrated its 40th-anniversary today at Singapore
EXPO & MAX Atria, by revealing a brand new visual identity that represents the growth and
transformation of SACEOS to become a leading MICE association, enhancing Singapore’s 1
position as a premier global hub.
To mark this milestone, SACEOS hosted an evening gala with community architect SingEx,
an established player in the Singapore’s events industry. The partnership represents the
progress of Singapore’s MICE industry which has grown significantly from the opening of
Singapore’s first exhibition halls at the World Trade Centre 41 years ago, to Singapore EXPO
& MAX Atria – Singapore’s biggest MICE venue facilitating more than 6 million visitors
The event assembled over 1,000 guests from government, regional and corporate
communities and was also joined by Guest of Honour, Senior Minister of State for Trade and
Industry and Education, Mr Chee Hong Tat.
The community united to celebrate and experience a visual representation of the SACEOS
journey, revealing milestones from four decades ago when Singapore was an emerging hub
Since its inception in 1979, SACEOS has established itself as an active voice of the meetings
and events industry in Singapore, providing a platform for innovation and has become a key
player within the region’s booming events industry, mirroring the growth of a developing
Singapore and South-East Asia over the past 40 years. The rise of global MNCs in Singapore,
and the strong growth of large local companies as a result, has led to numerous corporate
meetings, incentive travel, enterprise-specific regional congresses being staged in
Now home to more than 5,000 Asia Pacific headquarters of SME and global MNC
companies, SACEOS has aided in boosting the expansion of the regional market over the
past four decades. It has facilitated and solidified regional and global partnerships,
advanced knowledge and industry best practises, while advocating for advancement and a
better business economy for Singapore and beyond.
As a thought leader and global advocate for MICE the SACEOS community; builds
opportunities to create meaningful business relationships through networking events,
creates a skilled work-force with education and professional development, enables a digital
and future-ready industry by bolstering technology adoption; and has set the scene for
world-class events by fostering an enabling environment for enterprises and brands to grow,
prosper and internationalise.
In 2020, Singapore lends itself well to being a desired destination for the biggest trade and
business events in the region, such as Singapore FinTech Festival x Singapore Week of
Innovation and Technology (SFF x SWITCH), Singapore Media Festival, Food and Hotel Asia,
Singapore Airshow, and more.
“Tonight is a celebration of the coming together of people who have built this dynamic
industry and transformed it into what it is today. We commemorate the influence and impact
of our founders and industry pioneers for the contributions they have made that has led to
our evolution. Looking out on the next frontier, the ASEAN region will grow in prominence as
we will see new technology, new market entrants and new customer expectations leading to
better business models. The MICE community is core to this story. Disruptive trends led by
our industry players are enabling transformation and growth, spurring better innovation and
creativity which will continue to advance our events landscape,” said Aloysius Arlando,
President of SACEOS.
The unveiling of SACEOS’ refreshed logo was flashed across a 54-metre digital screen,
reflecting the progressive spirit that SACEOS embodies.
“It’s smarter visual identity is a hallmark for the next phase of our growth. The improved logo
has evolved by enhancing the colour and font while still retaining a distinct reference to our
former branding and origins,” Mr Arlando commented.