Forget the polished postcards of the past. Singapore is rebranding itself from a popular stopover destination to a mesmerising stage full of fun and excitement. With the launch of the “We Don’t Wait for Fun” campaign, the Singapore Tourism Board (STB) is making a direct play for Hong Kong’s young professionals and creatives aged 25 to 39, painting the city as a life picture where street art and cultural history collide.
At the heart of this movement is a debut partnership with ComplexCon Hong Kong from 21 to 22 March 2026. STB has enlisted Singaporean artist tobyato to bridge the gap between ancient folklore and modern hype-culture. A past collaborator with renowned brands such as Nike, Levi’s and HUGO, the visual artist is a contemporary creative whose innovative works of art have graced the rooms of Spotify, Warner Music and Shake Shack. A three-metre-tall Sneaker Stone Dragon will stand as his centrepiece at the cultural festival in Hong Kong, serving as a masterful display of cultural fusion. By blending the silhouette of traditional guardian statues with the intricate textures of sneaker art, tobyato transforms a historical icon into a symbol of modern movement. While it’s a sight to behold, it’s also a lifestyle to experience. Attendees at AsiaWorld-Expo can dive into interactive "Goli Shoot" games or snag limited-edition merchandise from sports jerseys to art toys, all designed to showcase a side of the Lion City that is full of edge and boldness.
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The campaign moves beyond the gallery, carving the city into immersive experiences that transition across bustling districts, from navigating the mural-lined streets of Bugis to the neon-lit docks of Clarke Quay. It also highlights gravity-defying feats in urban settings including Trifecta, a surf-ski-skate arena along Orchard Road and Mega Adventure Zipline Park, while merging technology with nature through aurora-inspired light installations at Gardens by the Bay. This sensory journey extends to the shoreline with Wings of Time Fireworks Symphony, a Sentosa highlight renowned for its 3D light projections and eye-catching water fountains.
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Spicing things up into action, STB has also teamed up with ShopBack through 30 April 2026. Hong Kong travellers can unlock up to 25% cashback and exclusive bonuses when booking these experiences through major platforms like Trip.com and Klook.
“Our We Don’t Wait for Fun campaign is about igniting Hong Kong’s next generation of explorers with Singapore’s vibrant spirit, mixing legacy and modern street culture while shattering misperceptions of the city as predictable or functional," says Andrew Phua, Chief Representative and Executive Director of Singapore Tourism Board, Greater China. Breaking past the city’s functional facade, many will find a landscape perfect for thrill-seekers, like a playground where the adventure is always yours for the taking.
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Singapore Tourism Board's “We Don’t Wait for Fun” campaign at ComplexCon featuring tobyato is happening from 21 to 22 March 2026 at AsiaWorld-Expo, Hall 3, 1 Airport Expo Blvd, Chek Lap Kok, Lantau Island, Hong Kong. For more information, visit the official website.