Stefanie Sun Appointed New Singapore Tourism Ambassador for Greater China (09 Sep 2010)

Singaporean singer Stefanie Sun with Mr Edward Koh, Regional Director for Greater China, STB at the media launch event.
Singapore, 9 September 2010 - Popular Singaporean singer Stefanie Sun has been appointed the Singapore Tourism Ambassador for Greater China, announced the Singapore Tourism Board (STB) on 7 September at the Grand Millennium Hotel in Beijing.

For a period of two years, Stefanie will make special appearances at STB Greater China’s events and headline a series of marketing campaigns and television commercials promoting Singapore as the must-visit tourist destination to the China market.

Mr Edward Koh, STB’s Regional Director for Greater China said: “As a Singaporean artiste who has gained a strong foothold in the Chinese market, Stefanie is the best candidate to represent us as she is able to effectively reach out to our target audiences. Singapore has evolved significantly over the years, and 2010 is a key milestone for us, particularly with the opening of the two Integrated Resorts. We would like to take this opportunity to communicate to the Chinese that Singapore is now an exciting city offering a multitude of experiences waiting to be discovered.”

Speaking to media during the launch in Beijing, Stefanie said that as a Singaporean, she has seen Singapore’s amazing transformation and is looking forward to sharing her firsthand experiences with Chinese audiences. In particular she will highlight three distinctive itineraries. These clearly showcase Singapore as a business-friendly city; a destination offering unique nature and cultural experiences; as well as a lifestyle city for family and friends.

 “Since 2004, China has consistently remained as one of the top five visitor-generating markets to Singapore and this is a good indication that the Chinese market is growing in importance. We hope that Stefanie’s appointment as well as our new YourSingapore brand launched earlier this year will draw more Chinese to visit Singapore,” Mr Koh added.

STB’s new destination brand “YourSingapore” (我行由我 新加坡) was introduced to the China market in March this year. Media reports in China have highlighted the new brand as an energetic and fresh proposition, providing travellers with a brand new perspective on visiting Singapore, emphasising the city’s unique selling points and acknowledging today’s modern media environment where travellers want personalised itineraries and self-discovery.

Photo 1 - Stefanie Sun with Mr Edward Koh, Regional Director for Greater China, STB at the media launch event.
Photo 2 - Stefanie Sun with the STB Greater China team
Photo 3 - Stefanie autographs a 'YourSingapore' t-shirt, that will be given away via an online campaign by STB Greater China.
About the Singapore Tourism Board
The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore’s key service sectors. Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. We aim to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the “YourSingapore” brand. For more information, please visit or