- The Digital X
- Jun 19
- 8 min read
Updated: 2 days ago
Among Southeast Asian countries, Singapore has achieved rapid economic growth and is widely recognized as a strategic offshore hub full of business opportunities.
And when it comes to entering the Singaporean market, marketing is a critical factor for success.
From a global marketing professional’s perspective, countries like Singapore — characterized by their multi-ethnic populations and diverse cultural backgrounds — require different marketing strategies compared to Japan.
In this article, we’ll explore what makes marketing in Singapore unique and provide practical insights into the following areas:
Core marketing data and demographics
Consumer behavior characteristics
Offline and digital marketing trends
Real-world case studies in the Singaporean market
If you’re planning to expand into Singapore or want to better understand how to localize your marketing for Southeast Asia, this guide is a great place to start.
Table of Contents
Fundamental Marketing Data in Singapore
Let’s start with the essential market data you need to understand before approaching marketing in Singapore.
Demographics
Singapore is geographically comparable in size to Tokyo’s 23 wards, and as such, its total population is not especially large.
As of 2022, the population reached a record high of 5.64 million, and this growth has been largely driven by foreign immigration.
The number of foreign residents continues to rise — exceeding 1.76 million in 2022, a figure that accounts for over 30% of the total population.
Meanwhile, the share of people aged 20 to 64 declined from 64.9% in 2013 to 61.0% in 2024, indicating a clear trend toward an aging society.
Whether Singapore follows in Japan’s footsteps toward a super-aged society will largely depend on how actively it continues to accept foreign immigrants in the coming years.
Ethnic Composition
One of the key differences from Japan is Singapore’s multi-ethnic makeup.
Chinese ethnicity | 74% |
Malay ethnicity | 14% |
Indian ethnicity | 9% |
Singapore is home to three dominant ethnic groups, and the official languages reflect that diversity: Malay (national language), and English, Chinese, Malay, and Tamil (official languages).
In Japan, marketing strategies typically target a single majority demographic, but in Singapore, ethnic and cultural nuances must be considered, making multi-segment strategies essential.
Reference: Ministry of Foreign Affairs of Japan
Economic Overview
In 2023, Singapore recorded a GDP growth rate of 1.1%, which may seem modest compared to neighboring Southeast Asian countries.
While inflation — persistent since 2022 — has shown signs of leveling off, core inflation in daily necessities remains high, and economic uncertainty continues.
Challenges like the El Niño effect’s impact on food supply and oil price risks from instability in the Middle East make it difficult to forecast strong near-term economic performance.
That said, Singapore remains one of the most stable and advanced economies in Southeast Asia, backed by world-class infrastructure and low political risk — factors that distinguish it from emerging markets in the region.
Reference: Dai-Ichi Life Group
▼ On-the-Ground Insights (From The Digital X)Many companies choose Singapore as their first entry point when expanding into Southeast Asia. In fact, we frequently receive consultations from businesses looking to establish a presence in Singapore as a strategic gateway to the wider Southeast Asian market. |
Key Characteristics of Singaporean Consumers
Let’s now explore what makes Singaporean consumers unique.
In Singapore — as in many Southeast Asian countries — mobile commerce is fully mainstream, with 83% of consumers making purchases via smartphone.
Similar to developed nations, Singaporeans exhibit a strong awareness of health and wellness, with an average life expectancy of 83 years. The country’s advanced healthcare system supports this, and the cultural focus on health closely mirrors that of Japan.
A frequently cited observation from locals is that home cooking is not a strong part of Singaporean lifestyle. Few Singaporeans cook at home, unless they employ a live-in domestic helper.
This is partly due to Singapore’s compact geography, which provides easy access to urban centers, making dining out the norm.
These habits are also influenced by Chinese street food culture, and reflect Singapore’s position as a melting pot of cultures and ethnicities.
Reference: CRMLeadGen
Key Features of Offline Marketing in Singapore
Let’s now shift to the practical side of marketing in Singapore, starting with offline channels.
As shown in the chart above, traditional offline marketing mediums such as television and static outdoor advertising have largely plateaued in terms of reach and effectiveness.
However, due to Singapore’s small geographic footprint and extensive use of public transportation, DOOH (Digital Out-of-Home) advertising has emerged as a highly effective channel.
Strategic DOOH placements to consider include:
Dhoby Ghaut Station |
|
Raffles Place Station |
|
Bus stop digital signage |
|
For businesses looking to capture attention in high-traffic areas, DOOH offers a powerful way to deliver brand messages to urban professionals and mobile-first consumers.
Reference: Vivid
Key Features of Digital Marketing Trends in Singapore
Next, let’s explore the digital marketing landscape in Singapore.
Similar to offline channels, the graph above shows that Search Advertising (indicated in light blue) continues to grow steadily.
This includes listing ads on search engines, a trend likely driven by Singapore’s high smartphone usage rate and digital-savvy population.
Another notable development is the rise of influencer marketing, which was almost nonexistent in the early 2010s but has now become an increasingly adopted strategy.
In summary, digital marketing success in Singapore — and more broadly across Southeast Asia — comes down to mastering two core channels:
Search (Google)
Social Media (Facebook, Instagram, TikTok)
In addition, WhatsApp, often used in place of LINE in this region, should also be considered for messaging-based customer communication and engagement strategies.
Reference: The Digital X
Tips for Successful Marketing in Singapore
Emphasize “added value” such as quality, safety, and reliability
Offer products that appeal to high-intent, trend-sensitive buyers
Use transcreation to localize messaging in line with local values
Collaborate with influencers on Facebook and Instagram
Showcase “Made in Japan” branding as a trust signal
Combine SNS and search ads for optimal reach
These are key insights we’ve gathered from supporting businesses in the Singaporean market.
Unlike many other Southeast Asian countries, Singapore operates more like a developed economy, with an already mature range of available products and services.
This means that marketing success depends heavily on how well you can differentiate through added value.
Also, when marketing from Japan, simply translating your campaign into English is not enough. You need to go a step further and implement transcreation — a culturally adapted translation approach that resonates with local audiences.
Just like in neighboring countries, “Made in Japan” carries significant value in Singapore.
If you walk through the streets of Singapore, you’ll notice Japanese brands and signage everywhere, highlighting how widely accepted and respected Japanese products are.
Incorporating elements of Japanese quality or culture into your campaign can enhance appeal and create stronger emotional connections.
Marketing Success Story: Sake Matsuri in Singapore
Let’s take a look at a successful marketing case in Singapore.
As mentioned earlier, Japan enjoys high popularity in Singapore, and as a result, many Japan-themed offline events are held throughout the year.
One standout example is “Sake Matsuri”, a Japanese sake-themed event that draws a large local audience.
Japanese breweries that participated in this event saw strong sales — even with premium sake products priced over ¥10,000 (SGD 90+), well above the local average price range of ¥4,000–¥8,000 (SGD 35–70).
This is a great example of how offline marketing can effectively leverage Singapore’s affinity for Japanese culture to drive premium product sales.
Reference: Vivid
Marketing Failure Case Study in Singapore
As noted earlier, influencer marketing is on the rise in Singapore, but brands must be aware of the potential risks of public backlash.
One widely discussed failure involved a controversial Instagram campaign that serves as a cautionary tale for brands entering the Singapore market.
The Incident: The “Retirement Scandal” of Rebecca Lim
Rebecca Lim, a well-known Singaporean actress and recipient of the Asian Television Awards (often referred to as the “Asian Golden Globes”), suddenly announced her retirement on Instagram at the peak of her career.
The announcement caused a stir among fans and the media. However, she later posted a video revealing that she was not actually retiring.
It turned out that this entire sequence was part of a marketing campaign by NTUC Income Insurance, a major insurance provider in Singapore, aimed at raising awareness about early retirement planning.
While creative in concept, the campaign was widely criticized as manipulative and misleading, especially given Lim’s status as a national celebrity.
The public labeled it a “retirement hoax”, and the backlash quickly escalated, severely damaging both the brand’s and the influencer’s reputation.
Lessons Learned: Influencer Marketing Isn’t Without Risk
This case highlights the darker side of influencer marketing: when campaigns rely too heavily on shock value or emotional manipulation, the result can be unpredictable — and in this case, uncontainable.
To mitigate such risks, many brands are now shifting their focus to micro-influencer marketing.
Why Micro-Influencers Are Gaining Popularity
Micro-influencers typically operate in niche markets with highly engaged audiences
They often maintain stronger trust and authenticity with their followers
While reach may be smaller, the conversion potential is higher and brand risk is lower
This strategy allows brands to pursue measurable results with lower risk, making it a smarter long-term play, especially in reputation-sensitive markets like Singapore.
Reference: Vero
Frequently Asked Questions (FAQ)
Here are some of the most common questions we receive from companies exploring marketing opportunities in Singapore:
How should we create advertising content for Singapore?
Can we handle Singapore marketing in-house?
How do digital marketing costs in Singapore compare to Japan?
What are some emerging business opportunities in Singapore?
These are the questions we hear most often from businesses considering marketing in Singapore.
Among them, we’ve found that many clients are especially concerned about whether they can manage marketing independently and how much it will cost compared to Japan.
To be clear, marketing in Singapore differs significantly from marketing within Japan. Attempting to handle everything internally can easily lead to resource shortages and unexpected cost overruns.
Without internal expertise, companies often face strategic gaps in their marketing roadmaps, leading to unforeseen challenges during execution.
That’s why, when approaching global marketing — whether in Singapore, Southeast Asia, or other international markets — it’s often more effective and cost-efficient to seek support from experienced partners or professionals from the early planning stage.
For Marketing in Singapore, Trust The Digital X
Marketing in Singapore involves many complex factors, making it risky to manage entirely in-house.
From demographics and cultural diversity to economic conditions and platform dynamics, a comprehensive understanding of the local landscape is essential. That’s why we highly recommend seeking specialized marketing support.
At The Digital X, we are experts in global and Southeast Asian marketing, providing end-to-end support for businesses expanding into the region.
If you’re considering marketing in Singapore, we invite you to browse our service catalog or contact us directly for a consultation.