How National Gallery Singapore is trying to be a museum for everyone

National Gallery Singapore is doubling down on its mission to be a museum for everyone, and it’s using the language of pop culture to get there.

In its latest move to broaden appeal and relevance, the Gallery made a surprise appearance in BTS Jin’s music video Don’t Say You Love Me, part of a collaboration between the Singapore Tourism Board (STB) and BIGHIT MUSIC.

The feature turned the institution into a cinematic backdrop for a global audience, framing it not just as a site of art, but as a living part of Singapore’s cultural narrative.

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But beyond the K-pop star power, the collaboration underscores a deeper ambition: to break the perception that museums are only for art enthusiasts or the elite.

Speaking to MARKETING-INTERACTIVE, Aun Koh, assistant chief executive (marketing and development) at National Gallery Singapore, said the Gallery’s aim has always been to demystify the museum experience and invite a wider spectrum of visitors through its doors.

“As a People’s Museum, the Gallery has always been committed to creating experiences and programmes that make art accessible and approachable for all audiences. We want to challenge the misperceptions that museums are rigid and serious spaces exclusive to people who understand art," Koh said.

Koh is no stranger to reframing how cultural institutions communicate. He joined the Gallery in November last year, stepping into a newly created role that oversees marketing, communications, creative services, fundraising, and partnerships. Prior to this, he was editor-in-chief of Tatler Singapore, where he led the brand’s omnichannel content strategy and commercial storytelling to boost both impact and revenue.

Koh’s connection to Singapore’s cultural sector runs deeper still. From 2004 to 2006, he served as deputy director of the then Visual and Literary Arts division at the National Arts Council. There, he was responsible for the development of artists and institutions in both sectors and led the presentation of the inaugural Singapore Art Show in 2005 and the Singapore Biennale in 2006.

Now back in the public arts space, Koh sees Jin’s music video feature as more than a moment of exposure - it highlights National Gallery Singapore’s goal to be welcoming to all kinds of visitors.

“It reinforces our commitment to showing that the Gallery is a must-visit destination for everyone — whether you're an art and history buff, a K-pop enthusiast, or someone discovering museums for the first time,” he explained, adding that: 

Rather than viewing pop culture as separate from art, we see it as a powerful tool that brings art, history and museums closer to communities.

This philosophy has guided the Gallery’s recent marketing efforts. Alongside the music video release, it launched a self-guided trail inviting visitors to explore the spaces featured in the film. The response has been overwhelming, with the trail drawing over 175% more views than its next most visited trail during the same period. Social media posts also sparked lively fan engagement.

“Our intent behind the social media post and the trail, as with our overall marketing strategy, is to meet audiences where they are and engage them authentically,” Koh said. 

He added: 

When we create touchpoints with art and history that appeal to personal interests in contemporary culture, people become naturally inquisitive and want to learn more.

The Gallery has also been experimenting with gamification. Earlier this year, it launched FRAMED: A Murder Mystery at National Gallery Singapore, a game where participants explore artworks to solve puzzles and unlock clues, subverting the traditional museum visit with an interactive twist.

For Koh, pop culture and entertainment-led collaborations are vital for museums to remain relevant. “They demonstrate that museums are not intimidating or exclusive spaces, but environments where different interests and passions can coexist,” he said.

“When visitors discover connections between their existing interests and our collections, we’re fulfilling our mission of cultural education in the most organic way possible," explained Koh.

Looking ahead, Koh shared that the Gallery is actively exploring new partnerships as it prepares to mark its 10th anniversary later this year.

“When done thoughtfully, these collaborations amplify our mission by creating multiple entry points for people to engage with Singapore and Southeast Asia’s modern and contemporary art and history in personally meaningful ways,” he said.

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