JISOO chooses her wild in new music video with STB and Mandai

The Singapore Tourism Board (STB) has teamed up with globally acclaimed K-pop artist JISOO to release a special video for Your Love, a track from her latest mini album AMORTAGE.

Set against the lush backdrop of Singapore’s Mandai Wildlife Reserve, the video beautifully highlights the city-state’s natural wonders and world-class wildlife attractions, while enhancing the emotional depth of JISOO’s music.

This collaboration aims to showcase Singapore’s diverse charms through K-content, inspiring both Korean and international audiences to explore the city’s rich culture and unique landscapes. By partnering with JISOO, STB hopes to boost awareness of Singapore’s distinctive tourism offerings and attract a wider global audience. 

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The special video, along with supporting content including a behind-the-scenes feature, showcases immersive nature-inspired experiences in Singapore. Highlights include Rainforest Wild Asia as well as the Singapore Zoo.

To mark the launch, Rainforest Wild Asia will run the "Your love meets the wild" campaign from 13 August to 5 October 2025. Visitors can follow a curated trail inspired by the video, featuring wildlife encounters and cavern chambers modeled after real caves.

JISOO’s Your Love special video will be officially released on 12 August 2025, followed shortly by a behind-the-scenes video.

“Through this partnership, we hope to showcase Singapore’s unique landscapes and attractions, such as the lush greenery and immersive wildlife experiences at the Mandai Wildlife Reserve, our key partner in this project. JISOO’s emotive performance brings to life the beauty of Singapore’s nature, and we hope her global influence will inspire more visitors and K-pop fans to discover and enjoy the memorable experiences our destination has to offer," said Serene Tan, executive director, North Asia, Singapore Tourism Board. 

“We’re excited to collaborate with STB on this music video. It’s a creative way to showcase the Mandai Wildlife Reserve and reveal a side of Singapore many may not expect. The precinct offers visually striking, memorable experiences that will resonate with Korean travelers, who value curated, Instagrammable spots with emotional storytelling," added Jean Choi, chief sales and marketing officer, Mandai Wildlife Group.

The board has previously worked with international musical artists such as Jin, Coldplay, OneRepublic, Billie Eilish, Charlie Puth, Jackson Wang, and Honne to spotlight Singapore to the world.

In Jin's music video, iconic destinations such as the National Gallery of Singapore, the Singapore Flyer, Gardens by the Bay and the Anderson Bridge were featured. Neighbourhood gems such as Keng Eng Kee Seafood and Goldhill Plaza were also highlighted, presenting Singapore as both a dynamic travel destination and meaningful backdrop to the emotional storytelling of his song Don't say you love me. 

Coldplay's Man in the moon music video featured Marina Bay and Fort Canning Park while OneRepublic released a song named after the island city and took fans behind the scenes of the track, showcasing a mixture of locations such as Marina One, Peranakan Museum, Armenian Street and Old Hill Street Police Station. 

At a recent Content360 Singapore conference held by MARKETING-INTERACTIVE, Kenneth Lim, assistant chief executive, marketing group at STB shared that the board is focused on authentic pop culture partnerships to meet audiences where they are.

Lim said STB is evolving its strategies to recognise that brands today are not only competing with other destinations, but with an endless stream of entertainment, memes and viral content.

"To address this, we’ve reimagined how we tell Singapore’s story in this age of constant scrolling. This means moving beyond traditional marketing approaches to create content that not only stops the scroll, but also resonate authentically with our target audiences,” said Lim, adding the approaches include embracing pop culture partnerships, creating social-first branded content and exploring new platforms to engage audiences where they are most active.

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