A first-of-kind partnership between the Singapore Tourism Board and XG — the seven-member group whose debut full album entered the Billboard 200's top 100 — produced Rock The Boat, a music video shot entirely across five of Singapore's most iconic locations.
Six numbers that define the shape of the result — the creative footprint, the reach, and the cultural moment around it. Zero paid media for amplification.
Rock The Boat is a piece of entertainment that 5 million+ people chose to watch — and Singapore is a character in it. Shot entirely across five iconic locations, credited transparently, folded into XG's creative universe.
Each place chosen for visual distinctiveness and brand fit with XG's energy. Singapore shows up as a character — shot beautifully, credited transparently, folded into the song's narrative of movement and energy.
On 28 February, National Gallery Singapore's own TikTok account posted a creative riff on the MV, shot in the gallery's architectural spaces — and the XG fan community embraced it as part of the campaign's creative universe.
A rare instance of a destination partner organically extending a paid campaign. This is the signal of a campaign with genuine cultural gravity — the kind of moment that award juries reward.
In late 2025, the Singapore Tourism Board set out to do something most destination campaigns don't attempt: put Singapore at the centre of a global pop culture moment. Catalyst Entertainment's answer was a partnership with XG, whose first full-length album THE CORE — 核 debuted in the Billboard 200's top 100 and topped charts across Japan and Korea.
The result was Rock The Boat — an official music video shot entirely in Singapore, featuring Anderson Bridge, Gardens by the Bay, National Gallery Singapore, Palawan Beach, and Singapore Oceanarium. The video launched on XG's YouTube on 22 February 2026 and crossed 800,000 views within hours.
What followed was not a media buy. It was an organic wave: 19+ organic posts from XG featuring Singapore in the 48 hours around launch, 14,000+ engaged social comments in the first ten days, and positive earned coverage across Tier-1 entertainment and travel press. National Gallery Singapore's own TikTok account even created its own creative response, extending the campaign into a rare piece of genuine destination-partner co-creation.
Singapore didn't sponsor a moment in music,
it was the architect of a movement.
14,266
engagements.
Zero paid.
Aggregated across five platforms. YouTube carried the bulk — with strong praise for the visuals, choreography, and Singapore locations specifically.