📚 READING IS BACK IN THE GAME

Singapore’s National Library Board (NLB) has joined forces with not one, but two (!) brands as part of their ongoing quest to encourage traditional reading amongst the younger generation. Their first collaboration involves a partnership with Uniqlo’s 51@AMK outlet, encouraging Singaporeans to dedicate time for reading. A week later, they announced a partnership with OpenAI and LePub of Publicis Groupe, to transform classic literature into text-based adventure games. This isn’t the first time NLB has leveraged on passion points to strengthen their presence; back in 2021, they also launched a pop-up manga library at City Square Mall, granting anime enthusiasts access to enjoy over 5,000 related titles.

💡 OUR TAKE

NLB’s foray into gaming combines two of our favorite things—passion points with a dash of courage. We all know that reading in Singapore has been at a steady decline yet, conversely, the number of Singaporeans playing video or mobile games as of 2023 stands at a whopping 75%! 

Instead of seeing gaming as a competitor, NLB recognized that the younger generation’s current reality inherently creates a need for them to be immersed in everything that they do and traditional reading was just not it. Taking a bold step in forming an alliance with the “enemy”, they were able to reimagine what reading could look like for the upcoming generation. 

Meanwhile, in their fashion debut, NLB and Uniqlo also took the time to pay homage to local talents (the designs for eight of their exclusive t-shirts feature artwork and slogans inspired by four Sing Lit titles). With an increasing number of Asian consumers wanting to lean into their distinct, local identities, both brands join the lineup of many brand collabs that aim to create shared meaning within smaller, niche communities.   

At heart of all their activations, NLB consistently expands their position from being “just a library” into the bridge that grants their target audience access to more of what they love, even if it’s not directly tied to traditional reading. It’s a classic move of taking what your audiences already love and showing them more ways to experience it—and we love to see it!

In case you’re wondering why you as a brand should take note – the rise of BNPL and growing affinity for local brands are just some of the many indicators to fundamental consumer shifts happening in the region; namely their increasing comfort in using alternative services that are more aligned with their needs and their willingness to spend on brands that supports their evolving identity.  

At Culture Group, we believe that by understanding passion points, brands can stay ahead of these shifts. By becoming entrenched in larger experiences that create unforgettable memories, brands move from being a means to an end into lifestyle enablers. 

As different aspects of life, work, fashion, entertainment, health etc. become increasingly intertwined, creating unique realities for each consumer, how can your brand establish a stronger presence outside of your core products and services? We’d love to help!

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’