MCCY maps out Singapore with collectable SG60 pins

As Singapore gears up to celebrate its 60th year of independence, the Ministry of Culture, Community and Youth (MCCY) has partnered with GOVT to launch "SG60: Icons of home", a series of limited-edition collectable pins inspired by the nation’s vibrant identity.

Designed and illustrated by local artists, each pin reflects Singapore’s multicultural spirit and shared stories. From July to December 2025, six pins will be released monthly at selected SG60 events. When pieced together, the pins form the iconic shape of Singapore, serving as a nod to the collective spirit that binds its people.

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The first pin in the series, "The recipe of harmony", dropped over the weekend (12 July) at It’s Giving Fest at *SCAPE and the Youth Corps Open House 2025 at The Red Box and Youth Park.

Created by Singaporean artist Dale Lam (@Iamwenjie), the pin features colourful illustrations of beloved traditional treats such as ang ku kueh (red tortoise cake), kueh bahulu (mini sponge cakes) and murukku (a savoury and crunchy snack). The illustrations celebrate the nation’s cultural harmony through food.

Upcoming pins will feature designs by local artists Hafi Jainal (@hahahafi) and Natasha Hassan (@_natashahassan). 

Each pin highlights a theme from food to sports and culture and is aimed at sparking nostalgia and connection across generations. Limited quantities will be given out free at SG60 events, encouraging Singaporeans to collect all six and complete the map of home.

“This project is a love letter to Singapore,” said Khoo Kai Qi, client services director at GOVT.

“Collaborating with MCCY and local artists like Dale Lam allowed us to transform shared memories into tangible symbols of pride. These pins are not just keepsakes — they’re a celebration of what makes us uniquely Singaporean," added Khoo. 

MARKETING-INTERACTIVE has reached out for more information.

Aside from the pins, MCCY has also unveiled a series of films for SG60. The campaign aims to celebrate the shared values that have united Singaporeans and enabled the nation to thrive against the odds over the past six decades.

Meanwhile, the three-part series aims to highlight multiculturalism as a key pillar of the country’s social cohesion and urges Singaporeans to preserve and expand common spaces and mutual understanding with people of different cultures and backgrounds.

Titled "There is beauty in harmony", each 75-second film captures an authentic exchange between two Singaporeans, leaning into the country’s diversity to learn new skills and spark innovation. 

As we approach Singapore's national day on 9 August, numerous brands have taken the opportunity to celebrate in various ways. Supermarket giant FairPrice Group rolled out three limited-edition potato chips flavours inspired by local favourites, adidas and MILO collaborated to unveil limited-edition t-shirts, pins, charms and a special sachet kit while UOB took its patriotism to the sky with a world-record projection show facing Marina Bay. 

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