S'pore launches global brand campaign to attract businesses & talent, kicks off with climate event in NYC

On Sep. 22, 2026, Singapore's Ministry of Trade and Industry (MTI) launched an international campaign aimed at strengthening the country's appeal to businesses and global talent.

"When You're Ready"

The campaign, titled "When You're Ready", is an evolution of Singapore's nation brand and is built around three ideals that Singapore embodies:

1. Trusted to Deliver: Singapore is a place where businesses can turn ambitions into outcomes;
2. Globally Central: Singapore is a hub where talent, capital, ideas, and data converge; and
3. Better Together: Singapore has the ability to bring together people and perspectives to develop solutions.

The campaign is anchored by a 60-second brand film highlighting how Singapore's strengths and capabilities can provide the foundation for what MTI describes as "extraordinary outcomes".

It will also feature creative assets globally and across digital platforms, using a refreshed visual identity that presents Singapore as a hub of global influence, partnerships, and innovation.

Climate-focused activation in New York

As part of the campaign's initial phase, MTI is launching The Zero Parlour in New York City, U.S.

The temporary installation, located at Madison Square Park during Climate Week NYC from Sep. 21 to 23, provides a space for visitors to connect, exchange ideas, and discuss potential solutions to shared climate challenges.

The activation, designed in collaboration with installation artist Sebastian Kite and Morgenstern’s Finest Ice Cream, combines conversations on climate issues with ice cream.

Among the offerings is an exclusive Singapore-inspired Rojak-flavoured ice cream made with pineapple custard and fermented shrimp paste.

"When You’re Ready" marks the beginning of a multi-year effort to strengthen awareness of Singapore globally, MTI said.

"It is the first expression of Singapore's refreshed brand position, serving as the starting point for future Singapore brand campaigns with a business audience."

DBS Bank CEO Tan Su Shan said Singapore’s reputation for being a safe, transparent and reliable business environment was an important advantage in an increasingly fragmented and uncertain world.

She added that trust was a "powerful differentiator and genuine competitive advantage", and said the campaign captured that proposition.