Mandai Wildlife Group picks agency for China

Mandai Wildlife Group has appointed Tribe China as its China digital and social media agency of record, tasking the Shanghai-based integrated brand communications agency with growing the destination’s presence and engagement among Chinese travellers.

The remit, which began on 26 May 2026, spans always-on social media management and content across Xiaohongshu, also known as RED, Douyin, WeChat and Weibo. It also includes China digital and social strategy, KOL and KOC programmes, and paid amplification.

Through the appointment, Tribe China will work to position Mandai Wildlife Reserve as a must-visit destination for the China market.

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Speaking on the appointment, Agatha Yap, chief marketing officer for Mandai Wildlife Group said the company looked for a local agency partner who could bring its wildlife and nature stories to life in a way that resonates authentically with Chinese travelers. 

"Tribe China’s deep roots and understanding in China’s social and digital space, their approach to content storytelling and the sense of purpose from their leadership team made them the right fit for Mandai.” said Yap. 

Meanwhile, Liz Yin, founder and managing director of Tribe China, added that the appointment comes at an exciting moment for Mandai Wildlife Group, following the completion of its precinct and the launch of a new destination campaign.

"We look forward to building an always-on, locally relevant social presence — from everyday wildlife storytelling to destination campaigns — across China’s unique digital platforms that not only drives awareness but inspires a genuine desire to visit," added Yin. 

Mandai Wildlife Group is the steward of Mandai Wildlife Reserve, Singapore’s wildlife and nature destination. The precinct is home to five wildlife parks, nature-themed indoor attractions, a resort, glamping sites and more.

The appointment comes as Mandai Wildlife Group sharpens its focus on China’s outbound travel market. According to the Singapore Tourism Board, China remained Singapore’s largest source market in 2025, with 3.1 million visitors.

Mandai Wildlife Group recently marked the grand opening of its precinct following the completion of Rainforest Wild Adventure East, an expansion of Asia’s first adventure-based wildlife park. Alongside the opening, it launched a new destination campaign, “Imagine wilder”, inviting visitors to go beyond the familiar and reimagine how they engage with nature through more immersive encounters across the precinct.

In addition to its China-focused appointment, Mandai Wildlife Group has also been building out its broader media agency line-up. Earlier this year, the group appointed Omnicom Media agency PHD as its global media agency of record, with the remit covering integrated media strategy, planning, buying, activation and performance optimisation across all paid channels.

The PHD remit, which began in January 2026, spans Singapore, Australia, India, Indonesia, the Philippines, Japan and South Korea, with strategic leadership based in Singapore. The appointment underscores Mandai Wildlife Group’s wider push to strengthen its regional and global marketing ecosystem, combining global media strategy with locally relevant digital and social engagement in key visitor markets such as China. 

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