#646 ft. Koh Buck Song - Country Brand Ambassador on the Singapore Identity, Soft Power & What Makes Us Unique

Apr 18, 2025

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Koh Buck Song, poet, writer, and country brand advisor, has helped shape how the world sees Singapore. He joins us to unpack the essence of what it means to be Singaporean and how we see ourselves. We also discuss how our shared identity as Singaporeans makes us unique. We explore why multiculturalism is our secret sauce, how hawker centres are more than food courts, and what we’re missing when it comes to soul and identity.

Our Sponsor - Singapore International Foundation (SIF)

This episode was done in partnership SIF, who brings communities together to share skills, ideas, and solutions to the global challenges of today.
As Singapore marks SG60, SIF also celebrates our nation’s rich multicultural heritage, unity and diversity that continues to shape who we are.
If you want to find out more about SIF and the work they do, follow them at @siforg (https://www.instagram.com/siforg)

(00:00) A Message From SIF
(00:55) Intro
(01:27) What Is A Country Brand Ambassador?
(03:13) SG50 to SG60 Transition
(18:42) Cultural Soft Power
(19:19) SG's Orchid Diplomacy
(22:35) Multiculturalism as Singapore's X Factor
(27:25) Brand Identity vs. Reality
(34:02) Cultural Investments and Future of Singapore
(35:50) Power Dynamics
(36:45) Cultural Export and Singapore Brandin
(38:41) The Role of Food in Singapore's Identity
(41:30) Hard Power vs. Soft Power
(54:22) Singapore's National Symbols and Identity
(59:13) Singlish as Part of Singapore's Brand
(01:06:08) One Shiok Thing

One Shiok Thing

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Edited and mixed by Tristen Yeak