Singapore Tourism Board × XG — February 2026
A global pop moment, shot exclusively in Singapore. Five iconic locations, one music video, three forms of exclusivity, and a 5M+ view release that Singapore didn't pay a cent to amplify.
The campaign in numbers
5
iconic Singapore locations
3
forms of exclusivity
5M+
organic YouTube views
14,266
social engagements · first 10 days
19+
organic XG posts · contract was 2
68
countries where the album charted
The work
Rock The Boat is a piece of entertainment that 5 million+ people chose to watch — and Singapore is a character in it.
Shot entirely across five iconic Singapore locations, credited transparently, folded into XG's creative universe rather than bolted onto it. The creative sat inside the music video format — not adjacent to it — which is why the audience watched without the usual ad-skipping reflex.
A partnership is a co-production. STB provided access. XG provided the world.
Creative footprint
Each place chosen for visual distinctiveness and brand fit with XG's energy.
01
Anderson Bridge
02
Gardens by the Bay
03
National Gallery Singapore
04
Palawan Beach, Sentosa
05
Singapore Oceanarium
Organic social · first 10 days
“Singapore ohmygod”
Earned media · positive across the board
Bandwagon Asia · 22 Feb 2026
“XG turn Singapore into their playground.”
KPop in Bay Area · 23 Feb 2026
“A tropical-infused summer escape shot in partnership with the city itself.”
JRL Charts · 22 Feb 2026
“Surges past 800K views in an explosive debut.”
The Straits Times · Feb 2026
“Covered as a cultural moment, not a tourism ad.”
Partner co-creation · unscripted
A rare instance of a destination partner organically extending a paid campaign — the National Gallery posted its own TikTok alongside the MV drop, turning a booked location into an unprompted collaborator.
About the campaign
Rock The Boat was released on 22 February 2026 as the lead track from XG's album THE CORE — 核. Across its first ten days the music video surpassed five million organic YouTube views; the album charted in sixty-eight countries.
Singapore held three forms of exclusivity: the shoot, the pre-release partnership, and the destination-side storytelling. None of the views were amplified by paid media from STB or Catalyst.
Credits
Location stills from the production. Motion stills and behind-the-scenes content available on request.
Singapore didn't appear in a pop culture moment this year. It was the moment.