STB bets big on K-pop with SG showcase in BTS Jin's next music video

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BTS Jin’s official music video for “Don’t Say You Love Me”, under his second solo album Echo, will see the music video set against the unique cityscape of Singapore. This is part of Singapore Tourism Board’s collaboration with BIGHIT MUSIC.

The video showcases the diverse charms of Singapore to the global audience through a blend of music, visual storytelling, and travel destinations. Filmed across multiple iconic destinations, the music video features stunning visuals of National Gallery Singapore, the Singapore Flyer, Gardens by the Bay, and Anderson Bridge while blending in neighborhood gems like Keng Eng Kee Seafood and Goldhill Plaza, presenting Singapore as both a dynamic travel destination and meaningful backdrop to the emotional storytelling of the song.

Serene Tan, executive director, North Asia, Singapore Tourism Board said, “This collaboration was a unique opportunity to showcase Singapore’s culture, nature, and architecture through a charming blend with Jin’s music. We hope that people around the world will come to see and experience Singapore from a new perspective through the music video.”

Don't miss: How STB is grabbing attention in the age of endless scrolling

An official from BIGHIT MUSIC said, “The collaboration with the Singapore Tourism Board beautifully brought together the charm of the local scenery and the message Jin hopes to share through his music. We hope that many will enjoy Jin's new album and the music video for the main track.”

Jin’s official music video “Don’t Say You Love Me” was launched globally on HYBE LABELS’ YouTube channel, with cross-posting on STB’s social media platforms on 16 May.

At a recent Content360 Singapore conference held by MARKETING-INTERACTIVE, Kenneth Lim, assistant chief executive, marketing group at STB shared that STB 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.

The recent partnership with BIGHIT MUSIC comes shortly after STB’s partnership with Coldplay where the band's latest music video for the song "Man in The Moon" featured a vibrant and unique side of Singapore, giving fans a fresh perspective of the city-state.

The video blended Coldplay's signature sound with Singapore's dynamic cityscape and diverse talent. It was done in partnership with STB and Warner Music Singapore.

In 2022, Billie Eilish released two live videos for her songs TV and The 30th where the videos were filmed in the Cloud Forest at Gardens by the Bay in Singapore.

In the same year, Charlie Puth was also seen doing a shout-out to STB’s beloved mascot Merlion Instagram as part of the SingapoReimagine campaign. The collaboration culminated in a video being released in October the same year.

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