S.E.A. Aquarium makes a splash with major rebrand

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Resorts World Sentosa (RWS) is charting a bold new course in marine storytelling with the rebranding and expansion of its iconic S.E.A. Aquarium. Come 23 July 2025, the attraction will reopen as the Singapore Oceanarium, marking a major strategic shift from marine tourism to purpose-led edutainment.

More than a name change, the Singapore Oceanarium represents a brand evolution grounded in conservation, research and education, with a threefold increase in space and a reimagined mission to inspire action for the ocean.

“The rebranding from S.E.A. Aquarium to Singapore Oceanarium marks a bold transformation, expanding beyond its roots as a world-class marine attraction into a purpose-driven ocean institute dedicated to marine education, research, and conservation. More than simply expanding its physical footprint — now three times larger — the transformation to Singapore Oceanarium marks a natural evolution,” said a spokesperson from RWS when MARKETING-INTERACTIVE reached out.

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At the heart of this rebrand is immersive storytelling at scale. Spanning 22 thematic zones, the visitor journey will cover marine environments from shallow coastal waters to the deep sea, as well as key moments in oceanic history. Flagship exhibits include 'Ocean Wonders', home to one of the world’s largest kreisel habitats with moon jellies, and 'Ancient Waters', which brings prehistoric marine creatures to life.

The new identity also amplifies RWS’ positioning as a regional leader in marine conservation and science communication. The Singapore Oceanarium is backed by academic collaborations including a five-year applied research partnership with the National University of Singapore and a two-year project with the Earth Observatory of Singapore at Nanyang Technological University.

Adjacent to the Oceanarium is a new research and learning centre, which will house immersive learning labs, seminar spaces and research facilities. All of which are designed to scale outreach and strengthen the institute’s conservation mission.

In tandem, Tan Hee Teck, chief executive officer of Resorts World Sentosa, added “We have created not just a destination, but a catalyst for change, a place where curiosity transforms into knowledge, and knowledge into real action.”

“This transformation from S.E.A. Aquarium to a purpose-driven institute has been years in the making,” said Lam Xue Ying, vice president of the Singapore Oceanarium.

“We are dedicated to inspiring a new generation of ocean stewards by taking ocean education and interactive storytelling to the next level, through naturalistic habitats and immersive technology," added Lam.

To support its educational and retail strategy, RWS has also integrated lifestyle offerings throughout the experience. These include Explorer’s Nook, a marine-themed café; 'Pier adventure', a suspended net structure offering elevated views of key exhibits; and a sustainably curated gift shop featuring capsule collections by local brands.

Opening on 23 July, the Singapore Oceanarium invites the public to reconnect with marine life and take meaningful action for the planet. Ticketing details will be announced closer to launch.

The Oceanarium’s evolution has also been reflected in its brand collaborations. In late 2024, the former S.E.A. Aquarium teamed up with global gaming giant Genshin Impact to launch "Teyvat SEA exploration", the game’s first-ever aquarium partnership.

Inspired by the in-game underwater region Fontaine, the activation ran from 12 September to 28 October 2024 and featured a marine-themed stamp rally, exclusive merchandise, and guest appearances by cosplayers, tapping into Gen Z fandom while drawing parallels between fantasy worlds and real-world ocean conservation.

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