■Introduction
Singapore is home to numerous high-quality concert halls and theaters, and serves as a cultural hub in Southeast Asia where popular artists from around the world frequently perform. In addition, Japanese content enjoys strong popularity, particularly among young people, and it is not uncommon for Japanese artists and actors to visit Singapore for concerts and stage performances.

In this local report, we introduce Japanese content that is more accessible and familiar, focusing on popular Japanese films and characters in Singapore.

■Popular Japanese Films and Dramas in Singapore
Movie theaters in Singapore are quite similar to those in Japan in terms of ticket purchasing systems and screening facilities. However, reflecting Singapore’s multicultural society, a wide variety of films—including Hollywood, Chinese, and Bollywood productions—are regularly screened.

Japanese animated films are also highly popular. In 2025, titles such as Demon Slayer, Jujutsu Kaisen, and Chainsaw Man were screened.
In particular, Demon Slayer enjoyed tremendous popularity. Voice actors visited Singapore in conjunction with the film’s release, and special exhibitions featuring movie materials were held, delighting many fans.

In addition to anime, the theatrical version of Kodoku no Gourmet (Solitary Gourmet)—which also has a strong fan base in Singapore—was screened.

■Growth of VOD services such as Netflix
The use of VOD (video-on-demand) services is widespread in Singapore, allowing many people to easily enjoy films and dramas from around the world.

On Netflix, which has a large user base in the country, Korean and Chinese dramas often dominate the rankings. However, as of March 13, 2026, the live-action adaptation of ONE PIECE ranked No. 1, demonstrating its popularity alongside the original anime and manga.

Meanwhile, the domestic cinema industry has been facing challenges, with a major local cinema chain suspending operations across all its locations last year. The growing popularity of VOD services is considered one of the contributing factors.

■Populartity of Japanese Characters
Japanese “kawaii” (cute) culture has also taken root in Singapore. Pop-up stores featuring Japanese characters are occasionally opened, and it is common to see people of all ages carrying items with mascots such as Pokémon and Hello Kitty on their bags.

Singapore also has its own cultural heritage known as Peranakan culture, characterized by its use of pastel colors and charming aesthetics. This cultural background may be one of the reasons why Japanese kawaii culture is so well received.

■Conclusion
In recent years, the spread of social media and VOD services has made it easier to access overseas content. As a result, many people have developed an interest in Japan—and even regions like Hokkaido—through Japanese content.

Our office will continue to closely monitor local trends and explore more effective ways to promote Hokkaido in Singapore.

▼　A giant Pokemon ballon was displayed at a local shopping mall, attracting many visitors who stopped to take photos.

■Introduction
Singapore is home to several world-class universities, attracting talented students from around the world. In addition to academic activities, extracurricular activities such as student clubs are also very active, and our office has been working in collaboration with universities in Singapore on various initiatives.

As one example, this report introduces our tourism promotion booth at the “Japanese Cultural Festival” held at Nanyang Technological University (NTU) on February 3 and 4, 2026.

■Nanyang Technological University (NTU)
Nanyang Technological University is one of Singapore’s leading universities, ranked 12th in the world in the “QS World University Rankings 2026” by Quacquarelli Symonds, a UK-based university evaluation organization.

With approximately 33,000 students, it is one of Asia’s top engineering and technology universities. The university also offers Japanese language classes, and students who are interested in Japanese culture, and also runs a Japanese Appreciation Club.

■Japanese Cultural Festival
The Japanese Appreciation Club holds the “Japanese Cultural Festival” every February at campus facilities, providing students and university staff with opportunities to experience Japanese culture, such as traditional festival games, tea ceremony, and handicrafts.
This year, the event was held over two days, on February 3 and 4, and our office participated by setting up a booth to promote tourism in Hokkaido to visitors.

As the venue was located within the university complex with a food court and various shops frequently used by students, many visitors stopped by our booth, including students taking breaks and those passing through the area.

Visitors shared various comments, such as:
“I would like to plan a trip to Hokkaido this summer. Is the temperature lower than in Singapore?”
“I like Japanese history, so I would like to visit historical sites in Hakodate.”

We also heard an interesting story from an Indian student, who said:
“I traveled in Hokkaido for about a week last year. As I am a vegetarian and the dining options were limited, I stayed in a accommodation that has a kitchen and cooked for myself during the trip.”

In Singapore, Hokkaido already enjoys a high level of name recognition, and many people have either traveled to Hokkaido or are familiar with its image—such as its cool climate, snow, and food culture. However, awareness among younger generations is still developing, and through this event we were able to feel the effectiveness of promoting Hokkaido.

■Conclusion
Going forward, in addition to promoting Hokkaido at university events, we will continue to strengthen relationships with local universities and explore opportunities for collaboration that can create new connections between the world and Hokkaido.

▼Scenes at the  Japanese Cultural Festival

■Introduction
In recent years, Singapore has attracted global attention as a hub for entrepreneurship. As of 2024, the amount of venture capital funding raised ranks 5th in the world (Tokyo: 7th), making Singapore the largest startup hub in ASEAN.

In this report, we introduce the Singapore government’s support measures for startup companies, as well as some distinctive startups based in Singapore.

■Singapore Government’s support for Start-ups
The Singapore government works in collaboration with world-class public universities in the country to cultivate entrepreneurial talent, including programs that send students overseas.

In addition, the government has eased employment pass requirements for foreign entrepreneurs and is actively working to attract entrepreneurs from around the world, rather than limiting opportunities to domestic talent.

Furthermore, a wide range of support measures has been introduced for startup companies, such as the provision of affordable office facilities for startups and the establishment of co-investment schemes between the government and venture capital firms.

■Start-ups originating in Singapore
As of July 2024, there were 5,221 startup companies based in Singapore. While many span across many technology sectors —such as artificial intelligence (AI), the fintech sector is said to have the largest number of startups, with approximately 620 companies.

Furthermore, as of December 2024, 16 unicorn companies (companies established within the past 10 years with a valuation exceeding USD 1 billion) have emerged in Singapore. In the past, unicorns were mainly consumer-oriented services, such as the well-known ride-hailing app Grab. However, in recent years, there has been a noticeable increase in startups in the fintech and AI sectors.

In the fintech field, the high level of attention can also be seen in events such as the government-hosted international conference and exhibition, the Singapore FinTech Festival. At last year’s event, the Japan FinTech Association operated a Japan Pavilion, and the City of Sapporo also exhibited a booth to promote the “GX Financial and Asset Management Special Zone.” Our office also worked together to promote the attractions of Hokkaido and Sapporo at the event.

■Conclusion
As Singapore-based startups increasingly expand into Japan in search of business opportunities, there are also Japanese startups based in Singapore that are actively pursuing overseas expansion. In Hokkaido as well, initiatives involving collaboration among industry, academia, and government are being developed to create an ecosystem that fosters startups aiming to compete globally.

Going forward, we will continue to gather information locally so that it may contribute to the development of entrepreneurial talent in Hokkaido and provide insights for addressing regional challenges.

Reference:
JETRO Singapore Office. “Singapore as a Hub for Co-creation with Startups, FY2024 (March 2025).” Japan External Trade Organization.https://www.jetro.go.jp/world/reports/2025/02/52d75300ac5dde1d.html

▼Scenes from the Singapore FinTech Festival 2025 held last November. Many visitors stopping by the Sapporo City booth.

■Introduction

Hokkaido Exhibits Again at Asia Pacific Food Expo (APFE) in Singapore.

At the Asia Pacific Food Expo (APFE), an annual food fair held in Singapore, Hokkaido participated once again following the previous year. In addition, a Hokkaido Food Business Meeting was held at a separate venue on the first day of the event, making it a valuable occasion to promote Hokkaido’s food industry. This report provides an overview of the APFE and the Hokkaido Food Business Meeting.

■About Asia Pacific Food Expo

・Organizer：Singapore Food Manufacturers’ Association (SFMA)

・Date & Time：December 5 (Fri) – December 8 (Mon), 2025 | 11:00 – 21:00

・Venue：Singapore EXPO Hall 4（1 Expo Door, Singapore 486150）

・Overview：One of Southeast Asia’s largest B2C food fairs, with approximately 200 exhibitors each year and around 300,000 visitors.

From Hokkaido, “Hokkaido Dosanko Plaza” took the lead in showcasing products from 18 companies across the prefecture. The products featured a wide range of Hokkaido specialties, including sweets, cheese, delicacies, instant noodles, and frozen scallops. Through live demonstrations and tastings at the booth, many visitors were drawn in to experience the offerings firsthand.

Exhibiting businesses shared their feedback, noting that, unlike domestic events, visitors provided clear and direct opinions, making it easier to understand market needs—a valuable learning experience. Some also observed, for example, that while Singaporeans are known to enjoy “sweet” and “spicy” flavors, products with strong saltiness were less well received. Overall, the event provided a valuable opportunity to introduce the appeal of Hokkaido-produced foods to the people of Singapore.

▲　Hokkaido Booth @ APFE

■Overview of the Hokkaido Food Business Meeting

On the first day of the event, a Hokkaido Food Business Meeting was held at a separate venue within the event facility where APFE was taking place. A total of 15 companies and organizations from Hokkaido participated, promoting their products to local business stakeholders.

Participating Hokkaido businesses shared feedback such as: “It was valuable to hear directly from local distributors about market demand trends.” “We were able to exchange business cards with representatives from local branches of major trading companies and department stores, which we feel will help build future relationships.”

The meeting provided an important opportunity for Hokkaido companies to connect with local partners and gain insights into the Singapore market.

▲　Hokkaido Food Business Meeting

■Conclusion

Participation in this event served to strengthen the relationship between Singapore and Hokkaido and represents one of the initiatives aimed at expanding exports of Hokkaido-produced foods. We will continue our efforts to promote Hokkaido’s food products, contributing to the development of the prefecture’s food industry.

■Introduction

Singapore, just like in Japan, many residents enjoy their leisure time on weekends. Taking a break from busy daily life and spending quality time with family and friends is a common trait among busy Singaporeans. However, in the city-state of Singapore, where skyscrapers dominate the skyline, the ways people spend their leisure time also reflect the country’s unique character. This report introduces how Singaporeans typically spend their free time.

■Shopping at Local Malls

Singapore is well-known as a shopping paradise, and many of the city’s major MRT stations are connected to large shopping malls. Each mall has its own character: Marina Bay Sands and ION Orchard are popular with tourists for their luxury brand stores; Somerset, in the bustling city center, attracts younger crowds with trendy cafés; and malls frequented by residents typically house supermarkets, pharmacies, and fashion outlets, reflecting how closely these malls are integrated into everyday life.

■Day trips to Johor Bahru (Malaysia)

Johor Bahru, located at the southern tip of Malaysia just across the border from Singapore, has become a popular weekend getaway. Easily accessible by car, bus, or train, it attracts Singaporeans with its lower cost of living compared to Singapore. Visitors can enjoy shopping, dining, and theme parks at more affordable prices. While many Singaporeans make day trips, it is officially an international journey, so a passport is required for immigration clearance. Interestingly, several people also commute from Johor Bahru to Singapore for work, offering a glimpse into Singapore’s role as a global city.

■Short trips to resorts in Neighbouring countries

Due to Singapore’s small size and urban landscape, many residents prefer traveling to destinations where they can enjoy nature. The Indonesian resort islands of Bintan and Batam are popular weekend getaways, reachable by ferry in about an hour from Singapore. On Bintan Island, visitors can enjoy resort stays, water activities, and firefly-watching tours, while Batam Island offers nature-rich resorts where many opt to play golf.

■Conclusion

Understanding the lifestyle of Singaporeans can provide insights into effective ways to promote products and destinations locally. To support Hokkaido promotion in Singapore, we will continue to gather information on local trends and consumer behavior.

▲A shopping mall (Great World City) which locals frequent. Hokkaido Dosanko Plaza has an outlet at this mall

▲A resort hotel on Bintan Island, located less than an hour by ferry from Singapore