The Singapore MICE Forum (SMF), held at Sands Expo & Convention Centre on July 25-26, 2024, kicked off with a thought-provoking panel discussion titled “Singapore: Riding the Next Wave of Global Relevance.“ 

The panel featured Mr Malminderjit Singh, Chief Operating Officer and Regional Director, APAC at Speyside Group, Mr Koh Buck Song, Author of “Brand Singapore” and Country Brand Adviser, and was moderated by Mr Dylan Sharma, Co-founder and Director of TRICOM and Vice-President (Advocacy and Communications) of SACEOS. 

As Singapore enters a new era under Prime Minister Lawrence Wong, the nation is grappling with crucial questions about maintaining its competitive edge and global significance. The panel discussion delved into Singapore’s evolving role in the “Asian Century” and how it can leverage its soft power to make a greater impact on the world stage. 

Redefining Singapore’s Value Proposition 
Gone are the days when Singapore could rest on its laurels as one of the “Asian Tigers”. As Mr Singh astutely observed, emerging powers like China and India have rapidly caught up, potentially diminishing Singapore’s historical role as their go-to partner for economic expertise. 

“The question we’re facing is how Singapore can maintain its economic relevance to these rising powers”, he remarked during the panel discussion. “What more can we offer them that we haven’t already?” 

This shift demands a strategic reevaluation. While Singapore’s hard power assets – its robust infrastructure and business-friendly policies – remain formidable, both panelists emphasised the need to cultivate the nation’s soft power. 

Role of MICE as Singapore’s Soft Power and Country Branding 
Mr Koh made a compelling case for soft power as Singapore’s “X factor”, particularly its multicultural heritage. He envisions MICE events as platforms to showcase Singapore’s diverse cultural fabric, likening them to a “potluck” where each culture contributes its best to engage with the world. 

This emphasis on soft power extends beyond cultural exports. Mr Singh stressed the importance of highlighting Singapore’s strengths in areas like education and governance, particularly as the region advances in other sectors. “In 10 years’ time, what will differentiate Singapore from other Asian powers? It’s probably stability and good governance”, he predicted. 

In a feature article he wrote for The Straits Times on 1 August 2024, Mr Koh further underscored the important role that the MICE industry plays in projecting the Singapore brand and a platform in showcasing the country’s soft power. 

He was quoted as saying: “As an illustration, the MICE industry is at the forefront of projecting brand Singapore, and there are many actions in this sector that can add to the country brand by design, and by diffusion.

“Soft power needs showcases and brand ambassadors, and any MICE event can be such a platform.
For any MICE event, it would help to consider all aspects – including the conference theme, speakers, door gifts, dinner entertainment, and so on – to see if anything could be tweaked, to contribute something more towards representing aspects, and attributes, of Singapore.”

Every Singaporean a Brand Singapore Ambassador 
One of the most empowering messages was Mr Koh’s call for every Singaporean to act as a brand ambassador for the nation. He urged everyone, from CEOs to interns, to see themselves as integral to Singapore’s global image. 

“All of you can be like the Raffles Hotel”, he declared, referencing how the iconic hotel chain has inadvertently promoted Singapore globally long after its sale. This democratisation of nation branding offers exciting possibilities for the MICE industry to weave elements of Brand Singapore into every aspect of their events. 

Navigating Challenges with Optimism 
While the panelists didn’t shy away from addressing Singapore’s challenges – from potential “brand disconnects” to the fragility of social cohesion – their overall tone was one of cautious optimism. They advocated for a proactive approach, urging Singapore to reexamine its assumptions and craft a new social compact for a maturing nation. 

 As the MICE industry considers its role in shaping Singapore’s future, Mr Koh’s parting wisdom resonated with the SMF audience. He expressed, “Whenever you gain more agency, fear begins to dissipate and dissolve.  

“By embracing our power to influence Singapore’s global narrative, we can help the nation ride the next wave of opportunities with confidence and creativity.” 

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