In 2027, Singapore takes the Chairmanship of ASEAN and the East Asia Summit, the same year the regional bloc turns 60. For twelve months, the world's heads of state, business leaders, and decision-makers will have their attention fixed on this region, and on the country holding the chair.
The numbers tell a convincing story. In our recent Business Times ASEAN Intelligence Report 2026, which surveyed over 500 C-suite leaders across the ASEAN-6 markets:
90% said they plan to deploy new capital directly into ASEAN markets over the next three years
63% now view ASEAN as offering stronger economic opportunities than Western or Chinese markets
87% expect the region's importance to rise further still by 2028.
This is a strong indication that regional business leaders have already decided where growth is coming from next. That leaves one question: how do you give your brand a credible moment in this defining chapter?
Putting Your Brand in Front of the Region's Key Business Decision-Makers
It starts with telling a story. ASEAN 2027 is a 12-month campaign that positions homegrown and international brands as a defining voice in Singapore's and ASEAN's story, putting your brand directly in front of the business leaders powering the region’s key economic corridors.
It is built around four pillars, each a different way for your brand to show up at this moment.
Pillar 1: Dedicated Content Series & Regional Visibility
The first pillar is articulating your brand's narrative into a dedicated content series, at the precise moment the world's attention is fixed on this region. Whether your brand is a heritage name in Singapore or one with a growing regional presence, we build credible content around your story and tell it through SPH's signature voice, amplified across our trusted media ecosystem, an ASEAN microsite, eBook, and a physical book, extending reach further through cross-border syndication.
Pillar 2: Executive Engagement
Regional visibility is compelling, but it isn't enough on its own. What matters just as much is being in the room to lead and drive these conversations. This pillar offers real engagement with the ASEAN delegates, policymakers, and business leaders shaping the region's direction. Through the Singapore Summit, regional events, and business roundtables, we create opportunities around thought leadership, regional economic dialogue, and intimate discussion with selected C-suite leaders.
Pillar 3: Lasting Legacy
Presence and conversation carry you through the year, but this pillar is what carries your brand into how this era is remembered. Your brand's complete narrative is collated into The Singapore Showcasebook, a physical memento distributed directly to ASEAN Summit delegates across official meetings throughout 2027.
Select brands can also come onboard as a knowledge partner to present the accompanying ASEAN 60 commemorative book, which draws on 60 years of SPH's editorial archive, offering rare historic photography and landmark milestones captured since ASEAN's inception, through every summit since. This is a rare opportunity to be associated with the region's complete visual legacy, not just its next chapter.
Pillar 4: Community Engagement
The last pillar is about taking the ASEAN story to people where they are, through a roving exhibition of storytelling panels marking ASEAN's 60th anniversary and Singapore's contribution to the region, travelling across four high-traffic public venues and select ASEAN meeting sites. Brands are welcome to join us in telling their own heritage and regional story through this same format, reaching audiences that traditional news coverage alone cannot.
Together, these four pillars run alongside a full year of ASEAN 2027 editorial coverage, from interview series and business podcasts to leader roundtables, giving participating brands sustained presence throughout the year.
For brands looking to go further still, premium editorial ecosystems like In Perspective and The Straits Times Signature Series can be layered on to deepen impact and drive bigger brand outcomes.
Why SPH Media?
A campaign that carries this much weight, and will be seen by some of the most influential people in the region, needs to be told through a credible voice. As Singapore's most trusted news media network, SPH Media is best placed to tell your brand's story on its own terms, in a way that feels natural and complements the regional narrative already unfolding.
For 180 years, The Straits Times has chronicled Singapore's journey, including the last ASEAN chairmanship, and the one before that. That history reaches 3.9 million people weekly across Singapore, while SPH Media's vernacular titles reach the diasporas and neighbours ASEAN is made of, and The Business Times covers the depth beneath the headlines: capital, trade, and policy.
This year alone, SPH was trusted to raise the curtains for ASEAN 2027, convening regional leaders and senior policymakers at the Asia Economic Summit and Asia Future Summit on the very themes Singapore will focus on as chair.
Be Part of ASEAN 2027, Be Part of The Singapore Showcase
ASEAN is becoming the primary base for the next phase of growth for regional businesses, and the next advantage belongs to the brands making their mark now. For brands looking to build real thought leadership and be seen as an authoritative, informed voice on Singapore and the region, The Singapore Showcase is the once-in-a-decade opportunity.
Reach out to your account manager or hit the "Contact Us" button below to learn more and secure your place.
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