STB brings Singapore's playful side to ComplexCon Hong Kong

The Singapore Tourism Board (STB) has partnered with ComplexCon for the first time to introduce a series of travel promotions for Hong Kong audiences, in collaboration with Singaporean artist tobyato and eCommerce platform ShopBack.

Targeting the next generation of explorers, STB's latest "We don’t wait for fun" campaign invites early-career travellers aged 25 to 39—and beyond—to rediscover Singapore from a fresh perspective. The initiative positions the city as a springboard for play, celebrating the dynamic intersections where heritage meets street culture, nature intertwines with nightlife, and familiar icons are continuously reimagined in vibrant, groundbreaking ways.

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At ComplexCon, STB will showcase a three-metre-tall "Sneaker Stone Dragon" art installation, alongside a dedicated booth highlighting Singapore's most unexpected and memorable spots. Inspired by the iconic Dragon's Teeth Gate—an ancient navigational landmark that once guided sailors to the island's shores—the artwork reinterprets Singapore's heritage as a modern symbol of creativity and movement.

Channelling the campaign's spirit of unexpected fun and adventure, tobyato reimagines the traditional stone lions that guard sacred spaces and welcome guests. His work merges street art and sneaker aesthetics—such as laces and stitching—with motifs drawn from Singaporean icons and heritage. The result serves as a contemporary gateway to the Lion City, teeming with surprises and diverse experiences.

Known for his bold murals and digital graphics, tobyato's signature style fuses traditional Asian motifs with contemporary influences. His high-impact collaborations with brands such as Nike, ASICS, Levi's, Samsung, and UNIQLO have established him as one of the most recognisable and influential creative voices in Singapore's vibrant art scene.

Visitors to the booth can also bring home a piece of the experience, with limited-edition keepsakes created exclusively by tobyato for ComplexCon. These include Sneaker Stone Dragon art toys, keychains, sports jerseys, socks, and stickers—each highlighting the bold colours and motifs that define Singapore.

Designed to merge history with a modern edge, the booth blends nostalgic gameplay with high-energy, interactive experiences. The classic childhood game Goli Shoot—a playground favourite that has united children in kampongs and schoolyards for generations—makes an appearance, reflecting the city's communal spirit.

Beyond ComplexCon, STB is partnering with ShopBack to roll out a series of surprise experiences and rewards for Hong Kong travellers exploring the Lion City, running from now until 30 April 2026. Leveraging Singapore's smart connectivity for seamless planning and travel, the collaboration bridges discovery and decision-making, rewarding travellers not only for where they go, but also for how they choose to experience Singapore.

“Our campaign is about igniting Hong Kong’s next generation of explorers with Singapore’s vibrant spirit, mixing legacy and modern street culture while shattering misperceptions of the city as predictable or functional,” said Andrew Phua, Singapore Tourism Board’s chief representative and executive director, Greater China. “Partnering with ComplexCon and visionary artist tobyato for our inaugural activation is an invitation to rediscover Singapore as a playground where fun is immediate, spontaneous and endlessly inventive. The collaboration showcases the city’s icons in a visually compelling, interactive way that promises to captivate.”

“Singapore has always inspired me, because it’s full of little contradictions: old and new, serious and playful, all sitting side by side. With this collaboration, we want to take something rooted in heritage and remix it for today’s street culture, showing a very different side of the city,” said tobyato.

MARKETING-INTERACTIVE has reached out to STB for more information. 

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