Brands play cupid, as Singaporeans seek experiences this Valentine's Day

Valentine’s Day in Singapore is no longer just about chocolates and roses, it’s become a stage for creativity, culture, and connection. 

From 9 January to 9 February 2026, 11 brands captured the city’s attention, generating over 92,100 social engagements, according to media intelligence firm Truescope. The brands include McDonald's, LEGO, POP MART, Gardens by the Bay's Marguerite, Grand Park City Hall Hotel, Pan Pacific Orchard, Cold Storage, Mandai Rainforest Resort's Forage, WePlay, Bacha Coffee, Xpressflower and Pan Pacific Orchard. 

What stood out wasn’t just the number of likes or shares, but how the brands transformed fleeting moments of affection into experiences that linger.

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According to Truescope, the campaigns that stood out spanned food, retail, leisure, and lifestyle, each offering a fresh take on love. McDonald’s turned accessible luxury into a conversation starter with its McNugget Caviar, pairing comfort food with fine dining flair to spark urgency and social buzz. Meanwhile, LEGO Botanicals' Bloom Bar encouraged co-creation and sustainability, inviting couples and friends to build together while creating an Instagram-worthy keepsake.

POP MART’s blind box and photo contest gamified gifting, turning collectors into co-creators and leveraging surprise to drive engagement, and Gardens by the Bay’s Marguerite experience transformed the Flower Dome into a living storybook, blending Michelin credibility with visual theatre.

Leisure and hospitality leaned into cinematic storytelling and sensory escapes. Grand Park City Hall reimagined Valentine’s for families with visually compelling staycation packages, while Pan Pacific Orchard transported guests into a narrative experience with its "In the mood for love" offering.

In addition, Cold Storage reminded consumers that love could be simple and sweet, pairing strawberries with complimentary roses for accessible, multi-location gifting. Mandai Rainforest Resort’s Forage Dining created a rarefied, nature-immersive retreat, limited to five tables per evening, creating a quiet antidote to crowded city celebrations.

Other campaigns played on literature and surprise. WePlay teamed up with The Little Prince, using gamified literary experiences to connect with culturally savvy audiences. Bacha Coffee offered luxury blind boxes that felt like a present and an adventure all in one, while Xpressflower stayed loyal to the classic Valentine’s bouquet, providing a familiar touchstone against which the more adventurous campaigns could shine.

Furthermore, MARKETING-INTERACTIVE also observed that brands have tapped into entertainment and culture during the season of love. Pizza Hut Singapore for example, re-released its heart-shaped Hawaiian Pizza, in collaboration with the 2000s heartthrob boyband Backstreet Boys. The campaign sees Nick Carter and Howie Dorough staging a playful generational showdown, deliberating Milennial vs Gen Z hand-heart gestures. Both icons later agree to follow their hearts and share a slice of pizza. 

"At Pizza Hut, we are committed to leading the way in creating memorable experiences for our customers. Our decision to launch an iconic partnership with Nick Carter and Howie Dorough this Valentine’s Day is a strategic move to feel good times with our equally iconic pizzas," said Jayss Rajoo, director of marketing and food innovation, Pizza Hut Singapore.

"Across APAC, we are seeing a clear trend where brands embrace innovative partnerships and cultural icons to drive stronger engagement and brand loyalty. This fun and memorable approach not only lets us celebrate good times with our customers but also reinforces our position at the forefront of industry trends - delivering joy, connection, and great taste," she added. 

IKEA Singapore on the other hand, tapped on the anticipated release of Wuthering Heights, slated to premiere on 14 February. In its Valentine's Day post, IKEA Singapore released photos reminiscent of the movie's poster and aesthetics. The photos feature the retailer's products alongside cheeky captions including a woman bent against a duvet cover and pillowcases with the text "Losing my sheet", two hands reaching out to each other against its Stoense rug with the text "Rugged romance" and a decorative wooden hand holding on to the bustier of a woman with the caption "All hands on deck." 

The Ministry of Health (MOH) has also jumped on the trend with a cheeky PSA on shingles, inspired by the popular Netflix dating series Singles Inferno. The educational post titled "Shingles Inferno" teach viewers how to identify shingled and hot to prevent it. 

"Catch your favourite reality TV series, not shingles. Shingles causes burning pain and possibly long-term nerve pain, and the risk increases with age. Vaccination protects you from having to visit 'inferno'," said MOH in the post's caption.

What 2026 taught us about love

Three themes emerged across Singapore’s Valentine’s landscape. First, gifts have shifted from fleeting tokens to enduring experiences. LEGO’s Botanicals, POP MART collectibles, and even McDonald’s caviar tin underline that sustainability and lasting value resonate more than ephemeral gestures.

Second, co-creation has overtaken consumption as the language of intimacy. Whether building a kit, entering a contest, or engaging in gamified storytelling, shared participation is now more meaningful than simply handing over a gift. Experiences that allow people to make memories together, be it with friends, families, or romantic partners, score higher on both emotional impact and social engagement, explained Truescope. 

Third, the campaigns redefined luxury, inclusivity, and performance. Premium experiences became approachable, playful, and socially shareable. Campaigns explicitly welcomed all kinds of relationships, reframing Valentine’s as a celebration of human connection rather than a holiday confined to couples. The Instagrammable factor was non-negotiable; visual storytelling turned moments of love into public performances, while sustainability and reusability ensured these moments could last beyond the scroll.

Singapore’s Valentine’s 2026 shows that attention alone isn’t enough. Brands need emotional resonance, social currency, and meaningful participation to cut through the noise. Accessibility and inclusivity broaden appeal, while sustainability and longevity make experiences memorable. Above all, aesthetics and storytelling are now strategic levers suggesting that how a moment looks and feels online is inseparable from how it lands offline.

In all, Valentine’s in Singapore has grown from a seasonal commercial spike into a cultural mirror of creativity, inclusivity, and human connection. The brands that succeed are those that don’t just sell love. They stage it, shape it, and let audiences co-create it. From playful caviar to gamified literary adventures, the 2026 Valentine’s campaigns show that love is no longer just felt. It’s experienced, performed, and shared.

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