We Don't Wait for Fun
Targeting the next generation of explorers, the Singapore Tourism Board (STB) unveils its We Don’t Wait for Fun campaign, inviting Hong Kong’s early-career travellers (aged 25–39) and beyond to rediscover Singapore from a fresh perspective. Positioning the city as a springboard for play, the campaign celebrates the dynamic intersections where heritage meets street culture, nature intertwines with nightlife, and familiar icons are continuously reimagined in vibrant, groundbreaking ways. The campaign comes to life through STB’s inaugural collaboration with ComplexCon, featuring renowned Singaporean artist tobyato, and a partnership with ShopBack, bringing exciting travel promotions to all Hongkongers.
Fun is Built into the Everyday in Singapore
Embodying the spirit of We Don’t Wait for Fun, the campaign presents Singapore as a dynamic playground of creativity and innovation, with three inspiring themes: Compact Adventures, Unexpected Experiments, and Pioneering Ideas. In a city where world-class attractions, green spaces and local discoveries are just moments apart, Compact Adventures showcases how easy it is to hop from one adventure to the next: Kick off your morning with the street art and energy of the Bugis precinct, then head East to wander past the iconic Peranakan shophouses of Katong-Joo Chiat, and chase an afternoon adrenaline high at HyperDrive on Sentosa, before heading back to the city lights of Clarke Quay to end your night in style. Unexpected Experiments pushes boundaries by blending unexpected, diverse experiences that echo the city’s unique contrasts, where nature and modernity, tradition and tech, luxury and street moments interplay: From surf‑ski‑skate Trifecta on Orchard Road to nocturnal discoveries at the Night Safari, or ziplining through the jungle canopy at Mega Adventure Park. Pioneering Ideas inspires travellers with experiences that reflect Singapore’s progressive edge and tantalise the senses, such as aurora-lit nights at Gardens by the Bay, world-class concerts and festivals, or the dazzling Wings of Time Fireworks Symphony – visits are anything but ordinary.
3-metre Sneaker Stone Dragon art installation inspired by the Dragon’s Teeth Gate (left) and the Singapore Tourism Board’s booth at ComplexCon (right)
Bringing Singapore’s Street Energy to ComplexCon Hong Kong 2026
The We Don’t Wait for Fun campaign features STB’s first-ever collaboration with ComplexCon on 21–22 March 2026, offering Hong Kong travellers a peek into the work of a local next-gen icon and prominent Singaporean visual artist, tobyato, who is making waves by bringing the best of Singaporean street culture to life.
STB will showcase an eye-catching 3-metre-tall Sneaker Stone Dragon art installation at ComplexCon, alongside a dedicated booth featuring Singapore’s best and most unexpected spots. Inspired by the iconic Dragon’s Teeth Gate, an ancient navigational landmark that once guided sailors to the island’s shores, this massive artwork reimagines Singapore's heritage as a modern symbol of creativity and movement. Channelling the unexpected fun and adventurous spirit of the campaign, tobyato reinterpretsthe traditional stone lions that guard sacred spaces and welcome guests. This work seamlessly merges street art and sneaker aesthetics, such as laces and stitching, with motifs of Singaporean icons and heritage, serving as a contemporary gateway to the Lion City with countless surprises and diverse experiences.
Offering guests the opportunity to bring an art piece back home, tobyato has created limited-edition keepsakes which can be won onsite, such as Sneaker Stone Dragon art toys, keychains, sports jerseys, socks, and stickers, highlighting the bold colours and motifs that define Singapore, exclusively crafted for ComplexCon. Designed to merge history with modern edge, the booth blends a nostalgic game with high-energy, interactive experiences. The fun childhood game Goli Shoot is a playground classic that has united kids in kampongs and schoolyards for generations, reflecting the city’s communal spirit.
Further elevating the experience and enticing travel beyond ComplexCon, STB is partneringwith ShopBack, Asia-Pacific’s leading shopping and rewards platform, rolling out aseries of surprise experiences with exciting rewards for all Hongkongers to explore the Lion City (from now to 30 April 2026). Leveraging Singapore’s smart connectivity for seamless planning and travel, this collaboration bridges discovery and decision-making, rewarding travellers not only for where they go but also for how they choose to experience Singapore.
“Our We Don’t Wait for Fun Campaign is about igniting Hong Kong’s next generation of explorers with Singapore’s vibrant spirit, mixing legacy and modern street culture while shattering misperceptions of the city as predictable or functional,” said Andrew Phua, Singapore Tourism Board’s Chief Representative and Executive Director, Greater China. “Partnering with ComplexCon and visionary artist tobyato for our inaugural activation is an invitation to rediscover Singapore as a playground where fun is immediate, spontaneous and endlessly inventive. The collaboration showcases the city’s icons in a visually compelling, interactive way that promises to captivate.”
“Singapore has always inspired me, because it’s full of little contradictions: old and new, serious and playful, all sitting side by side. With this collaboration, we want to take something rooted in heritage and remix it for today’s street culture, showing a very different side of the city,” said next-generation Singaporean visual artist tobyato. Known for his bold, striking murals and digital graphics, his signature style fuses traditional Asian motifs with contemporary influences. tobyato’s high-impact collaborations with brands like Nike, ASICS, Levi’s, Samsung and UNIQLO, have established him as one of the most recognisable and influential creative voices in Singapore’s vibrant art scene.
