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DBS CEO Tan Su Shan, who joined Dr Beh in the interview, agreed that Singapore must continue to reinvent itself to remain relevant to evolving international business needs.\u00a0<\/p>\n
But she stressed that branding must be backed by substance, with Singapore’s reputation built on consistent delivery, transparency and integrity.\u00a0<\/p>\n
\u201cBrand Singapore is underpinned by fundamentals of delivery and execution. That doesn’t happen overnight \u2013 it\u2019s built from decades of hard work (and) consistency,\u201d she said.\u00a0<\/p>\n
Ms Tan added that these qualities have become even more valuable to businesses amid growing geopolitical tensions and economic volatility.\u00a0<\/p>\n
Recalling a recent trip to New York, she said tariff-related market turmoil had left businesses there grappling with uncertainty over investment decisions and long-term planning.\u00a0<\/p>\n
Singapore’s predictable, stable environment hence offers an important advantage, especially as companies need to make substantial commitments in capital expenditure and manpower, Ms Tan said.\u00a0<\/p>\n
\u201cBeing open, rules-based, consistent and transparent \u2013 all those bode well for business,\u201d she said.\u00a0<\/p>\n
\u201c(In) a time of great volatility, multipolar fragmentation, when everything’s been weaponised \u2013 be it trade, currency, chips, technology, AI \u2013 when it’s so hard to predict things anymore, businesses want what the Singapore brand stands for.\u201d\u00a0<\/p>\n
Beyond economic stability, Ms Tan said Singapore’s commitment to developing its workforce also strengthens its long-term appeal.\u00a0<\/p>\n
She pointed to the country’s approach to artificial intelligence, which prioritises training workers in a time of technological disruption.\u00a0<\/p>\n
\u201cWe are backing talent (and) we\u2019re facing the AI challenges upon us. We’re educating, reskilling and upskilling our labour force,\u201d she said.\u00a0<\/p>\n
\u201cI think that bodes well for longer-term sustainability, both for society so you don’t get the youth dissonance that you’re seeing globally today, and you get a workforce that’s future-ready.\u201d\u00a0<\/p>\n
Meanwhile, Dr Beh said Singapore’s ability to respond effectively to crises is another important part of its international reputation.\u00a0<\/p>\n
Referring to the transboundary haze affecting the region, including during the recent Formula One Singapore Grand Prix and major business events, he said international visitors were already familiar with the recurring problem and its causes.\u00a0<\/p>\n
What matters more, he said, is how Singapore responds.\u00a0<\/p>\n
\u201cBad things will happen. It\u2019s how you respond that will ultimately determine whether it\u2019s a positive or negative impact on your brand,\u201d Dr Beh said.\u00a0<\/p>\n
He pointed to measures such as the distribution of N95 masks and the prompt issuance of health advisories for schools, workplaces and event organisers as examples of the country’s ability to deliver under pressure.\u00a0<\/p>\n
“These are all hallmarks that remind people that Singapore can be trusted to deliver,\u201d he said.\u00a0<\/p>\n
The \u2018When You’re Ready\u2019 campaign is built around three attributes: trusted to deliver, globally central and better together.\u00a0<\/p>\n
Its first major activation, The Zero Parlour, was held in New York during Climate Week last month, bringing visitors together for conversations on climate challenges.\u00a0<\/p>\n
The campaign marks the start of a broader, multi-year effort to strengthen Singapore’s international positioning and appeal to global businesses and talent.\u00a0<\/p>\n<\/div>\n
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