AIA rolls out custom SG60 Monopoly set

AIA Singapore has launched a special edition Monopoly game as part of its SG60 celebrations, using the iconic board to spark conversations around health, wealth and purposeful living.

The move kicks off a year-long line-up of initiatives designed to promote holistic well-being and community engagement across the nation.

Dubbed "Live better with AIA", the board game is Singapore’s first insurer-branded Monopoly set. It takes players through familiar life milestones while spotlighting local culture, financial planning, and healthier lifestyle choices. Traditional houses and hotels are replaced with “upgrades” and “transformations,” while locally flavoured 'Chance' and 'Community Chest' cards encourage physical activity and celebrate life moments such as receiving angbao or winning an award.

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"The live better with AIA Monopoly goes beyond financial planning. It's a platform for families to bond over, learn together, and make informed decisions that enhance their holistic wellbeing. It's not just about winning – it's about building a life filled with purpose, personal growth, and meaningful connections," said Irma Hadikusuma, chief marketing and healthcare officer of AIA Singapore. 

The Monopoly set is available exclusively through AIA insurance representatives.

Other SG60 initiatives include a "Better together" promotion from 6 May to 31 July 2025, offering up to 20% off eligible plans and a complimentary family pass to Mandai Wildlife Reserve (worth SG$200). Timed with the National Family Festival, the campaign targets young families looking to strengthen their financial future.

For affluent and high-net-worth clients, AIA will roll out curated experiences under its "Wealthbeing by AIA" platform, including a collaboration with the Michelin Guide on Gastronomic Heritage, a booklet profiling four legacy restaurants and their stories of succession. Altitude members will also be treated to events such as wine and sake tastings, National Day celebrations at AIA Wealth Centre, and a gin-blending experience at Brass Lion Distillery.

Those turning 60 this year will receive a limited-edition silk scarf designed by Mike Tay, founder of lifestyle brand Onlewo. The print blends Singapore’s heritage with its modern identity, mirroring AIA’s own journey alongside the nation.

The insurer is also deepening its community and environmental focus with the recent opening of Rainforest Wild ASIA at Mandai. As part of the tie-up, AIA Singapore has adopted a tapir and will sell plushies to raise funds for the AIA Better Lives Fund.

In parallel, AIA staff and representatives will continue volunteering through its "Connecting lives" initiative, with adopted charities invited to share their stories at AIA offices.

"AIA Singapore has proudly championed the health and well-being of Singaporeans across generations. As needs evolve, we remain committed to introducing innovative initiatives that promote holistic well-being and redefine what it means to live a healthy and active lifestyle. As Singapore marks its 60th birthday, we reaffirm our dedication to helping Singaporeans live Healthier, Longer, Better Lives," said Irma. 

The initiatives are part of AIA’s global "One billion" ambition, which aims to support one billion people in living healthier, longer and better lives by 2030.

Beyond AIA’s efforts, SG60 has inspired a wave of national initiatives celebrating resilience, creativity, and community. Earlier in March, the National Council of Social Service (NCSS) and DDB Group Singapore launched an inspiring campaign to support the Community Chest's SGSGHARE donation program.

The campaign included a film set to the tune of A million dreams from The Greatest Showman, featuring performances by the Voices of Singapore Children's Choir and Starlight Voices. 

Meanwhile, in January, the Agency for Integrated Care (AIC) launched a campaign titled "Life unstoppable", to celebrate Singaporean seniors. The campaign aimed to engender positive mindset and attitudes towards ageing among the seniors and general public in Singapore, increase awareness of opportunities and support for seniors to age well in the community with care and purpose, and increase participation in Age Well SG programmes by leveraging the national SG60 campaign.

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