Why Singapore's Merlion is asking for a break

Scoot and the Singapore Tourism Board (STB) are giving the Merlion a starring role in the third edition of their "Singapore superfans" campaign, flipping the city’s iconic mascot from a background symbol into a playful, self-aware protagonist.

Instead of posing for postcards, the Merlion now nudges travellers to explore Singapore beyond the usual sights. The launch film, a classic rock-inspired music video directed by Peggy Goh with music by Bumblebeat, shows the mascot “breaking character” and inviting audiences to see the city through fresh lenses.

Opening with the caption “Give me a break. Performed by the Merlion”, the video has the icon belting a ballad about its hidden frustrations, highlighting how “nobody knows what it’s been through” and its weariness of visitors who flock just to snap selfies.

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Joined by backup singers, the Merlion encourages viewers to check out other Singapore landmarks, including the National Gallery and Rainforest Wild Asia, playfully asking audiences to “give it a break” by exploring beyond the usual photo spots.

Travellers can engage with the Merlion across Instagram, Red Note and TikTok, where content combines creative technology and human storytelling to build an ongoing narrative.

The campaign targets STB’s 'Early career' segment, 25 to 39-year-olds who value authentic, spontaneous experiences. It rolls out from 12 March across Australia, China, India, Indonesia and Malaysia, featuring a creator-led social challenge, #MerlionMadeMeDoIt. Influencers in each market invite their followers to propose the next viral photo-op in Singapore that doesn’t involve the Merlion. Top entries win trips worth up to SG$3,500, including flights, accommodation and exclusive experiences.

To convert inspiration into action, Scoot will offer a limited-time sale on flights to Singapore from 20 to 27 March 2026, giving audiences a reason to turn the Merlion-led adventure into a real-world trip.

“Travellers today are looking for experiences that feel personal, expressive and connected to culture, rather than being postcard perfect. This campaign reflects that shift by reimagining a familiar icon as an active character people can engage with and respond to. We’re creating new ways for audiences to connect with Singapore, whether they’re discovering it digitally or planning a future visit," said Calvin Chan, chief commercial officer at Scoot. 

In tandem, John Conceicao, executive director, marketing partnerships, planning and capability development, Singapore Tourism Board, said, “For early-career travellers in particular, fun doesn’t wait for perfect plans or ideal moments. Fun starts when curiosity strikes."

"This collaboration captures that same spirit of ‘We don’t wait for fun’, prompting travellers to explore our destination beyond our most familiar sights. Strategic partnerships, such as this collaboration with Scoot, amplify our reach to target markets whilst allowing us to engage with travellers in more impactful ways," he added. 

The Merlion-led campaign builds on STB’s broader “We don’t wait for fun” initiative, which launched last month to spotlight popular local destinations through fast-paced, experience-led storytelling. Clips such as “Katong-Joo Chiat adventures in Singapore” and “Concert experiences in Singapore” show visitors snapping Peranakan houses, enjoying local treats, and dancing at concerts, while “Monkeying around in Singapore” and “Beach thrills in Singapore” highlight Rainforest Wild Asia and Sentosa adventures. Even Orchard Road gets a playful twist, with a man skiing across the busy shopping street.

The campaign reflects younger audiences’ preference for distinctive, spontaneous experiences. Rather than a one-off push, it adopts an always-on approach, activating around key cultural and entertainment moments such as Singapore Art Week, the Formula 1 Singapore Grand Prix, and peak travel periods.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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