Stefanie Sun & Nathan Hartono promote S’pore in STB Chinese video with short duet
They also promoted Singapore by reminiscing about the things and places here that are close to their hearts.
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As part of the Singapore Tourism Board’s (STB) latest campaign, Passion Made Possible, local singers Stefanie Sun and Nathan Hartono appear in a promotional video targeting tourists from China.
If you didn’t already know, Sun is the official Singapore Tourism Ambassador for Greater China, and Hartono is one of STB’s brand personalities.
Sun is one of the very few local stars who has gained critical acclaim in the Chinese market, while Hartono made waves in a Chinese singing competition last year.
Reaching out to millennials in China
According to the Straits Times, the new campaign was launched on Sept. 7 in Beijing. Unlike previous campaigns, this latest one is not focused on featuring tourist attractions such as Universal Studios.
Instead, it aims to attract Chinese millennials who are looking to experience the Singaporean lifestyle.
Loosely translated as “Meet. Singapore”, the promotional video features both stars talking about popular Singapore locales which bring back favourite memories and inspiration, such as:
Tiong Bahru, where Sun waxes lyrical about the “unforgettable” local food and where “old meets new”.
Hawker food like these were featured in in the video, when Sun reminisced about local food.
Both recalled the times they spent at the gardens with their families.
Marina Bay Sands
Despite not showing the more commercially popular tourist attractions in general, the gleaming Marina Bay Sands did show up in there.
Chinese word play
One interesting aspect of the video is its creative adaptation of the popular Chinese idiom 心想事成 (xīn xiǎng shì chéng), meaning “to have/accomplish what one’s heart desires”, to 心想狮城 (xīn xiǎng shī chéng), which means “to think of the Lion City”.
Further meaning is created through the marriage of both phrases — “to accomplish what you desire in the Lion City” — which relates back to STB’s slogan Passion Made Possible.
Of course, having two singing sensations in one video is not complete, if it doesn’t show them doing what they do best — singing.
Right at the end of the video, Sun and Hartono do a little duet that will probably tug at millennial hearts.
Watch the full video below — there’s even a beautiful tune at the end which plays on the word 新 (Singapore) and 心 (heart). Nice.
Top image via YouTube.