Chen Xingxu, Zhu Zhu and Others Relay to Promote — Singapore Tourism Board Leverages Celebrity Power to Boost Tourism

Following the collaboration between China's popular star Wang Hedi and the Singapore Tourism Board in 2025, which launched the three-episode travel Vlog “Fun in Lion City Diary”, the Singapore Tourism Board continues to make strides in 2026 by inviting several Chinese celebrities to unlock new ways to enjoy Singapore. The aim is to showcase the charm of the Lion City through the power of celebrities. This includes Zhu Zhu, who recently soared in popularity with the Chinese drama “Whispered Secrets”, Wang Yuwen, known for her works such as “An Elephant Sitting Still” and “Memories of Bygone Waters”, and Chen Xingxu, who became a hit with works like “Goodbye My Princess”, “Lost You Forever”, and “The Awakening Land”.

Recently, the Singapore Tourism Board shared Chen Xingxu's June visit Vlog and photos on Weibo and Xiaohongshu. Returning to Singapore after seven years, Chen Xingxu not only appeared on the July–August cover of the renowned Chinese travel and lifestyle magazine “Travel + Leisure”, but his trip also coincided with the Singapore Tourism Board's “Made in Singapore” themed promotional campaign.

According to videos released by the Tourism Board on social media over the past few days, Chen Xingxu checked in at local landmarks including the National Gallery Singapore and Mandai Wildlife Reserve. He also visited the Chinatown Complex Food Centre to try bak chor mee and chendol, and experienced brewing Nanyang coffee at Colbar café. Summing up his trip, Chen Xingxu said he had a great time, though the schedule was “a bit rushed”, leaving him wanting more.

About two months ago, sweet young actress Wang Yuwen took on the role of “lucky travel box opener” to explore the Lion City. Her steps reached New Bahru creative community, Katong Joo Chiat, and Sentosa, where she not only tried the exhilarating Skyline Luge but also savored authentic dishes like chili crab and bak kut teh. It is reported that several travel bloggers later recommended Wang Yuwen's “same-style” check-in spots as niche destinations, sparking a trend online to follow in her footsteps and “punch in” at these spots.

Earlier this year, Zhu Zhu's visit to the Lion City was centered around art activities. In addition to attending events related to Singapore Art Week 2026, Zhu Zhu, her husband, and their five-year-old daughter also wandered around the city and were spotted multiple times by netizens.

Afterwards, Zhu Zhu shared photos on Weibo of herself dressed in traditional Peranakan attire and touring Mandai Wildlife Reserve. In her Vlog, she remarked that compared to ten years ago, when she often stayed in Singapore, the art scene here has become more vibrant, with a flourishing diversity of art forms. This trip not only gave her a deeper understanding of Southeast Asian art but also allowed her to reunite with many friends.

In fact, the Singapore Tourism Board has previously collaborated with celebrities such as Wang Hedi, Jackson Wang, and Angie Chiu, inviting them to Singapore to shoot promotional videos and recommend tailored travel itineraries. This not only effectively lifted Singapore's tourism search popularity and successfully converted fan following into actual tourism, but also leveraged the celebrities’ personal appeal to shape Singapore’s image as a “trendy”, “fun”, and “worth exploring” cosmopolitan city.