Jeffery Asia Was Invited to Singapore’s 61st National Day Reception

On 20 August 2026, the Consulate-General of the Republic of Singapore in Chengdu held a reception in Chengdu to mark Singapore’s 61st National Day. Jeffery Asia’s Head of Brand & Growth, Rae Ma, and Client Services Director, SUN Xiaohong, were invited to attend, joining guests from government, business, higher education, and wider society across China and Singapore to celebrate the 61st anniversary of the founding of the Republic of Singapore. Lion City motifs ran through the venue, from the National Day visual theme and landmark elements such as Marina Bay and the Merlion to the photo wall and the stage backdrop, all creating an unmistakably Singaporean atmosphere, while representative Nanyang cuisine gave guests a relaxed and lively setting in which to connect.

The theme of Singapore National Day is “Majulah Singapura, Go Beyond!” this year. “Majulah Singapura” carries the spirit of Singapore and expresses a shared wish to keep moving forward and improving; “Go Beyond!” is a call to action, encouraging everyone to do better for Singapore and for Singaporeans, and to extend care and support to one another and to the wider community.

For Jeffery Asia, this was not only a National Day celebration but also a gathering of a particular kind. Founded in Singapore ten years ago and now operating from Chengdu as its Southwest China operations centre, Jeffery Asia continues to connect Singaporean companies, the Southwest China market, and a broader landscape of cross-cultural collaboration. Coming together in Chengdu also let the spirit of “Go Beyond!” settle into something more concrete: exchange, understanding, and co-creation.

From Singapore to Chengdu, Extending the Connection Through a Southwest Operations Centre

Singapore is where Jeffery Asia began. Chengdu is now the centre from which it sustains operations, serves clients, and connects with the local business ecosystem across the Southwest China market.

The distance from Singapore to Chengdu is not only geographic. It spans two markets, two business environments, and the understanding that has to be built between different cultural contexts. As China and Singapore keep deepening cooperation across the digital economy, technology and innovation, professional services, and cultural exchange, one thing has become clearer to Jeffery Asia: for Singaporean companies that want to understand and serve the China market, what matters is not simply completing the motions of market entry, but reading local consumers more accurately, building trusted touchpoints more efficiently, validating growth paths more quickly, and, in the end, forming a localised capability that is long-term, stable, and mutually respectful.

This is exactly the work Jeffery Asia has been doing.

From brand and market strategy to content operations, social media, digital advertising, and consumer communication, and on to the fast-developing fields of AI search, GEO and AEO, and generative AI applications, Jeffery Asia aims to be a long-term partner between Singaporean companies and the China market: one that understands cultural context, stays close to execution, and can move collaboration toward shared success.

During the reception, the Jeffery Asia team also shared with Ambassador Peter Tan Hai Chuan the company’s development in the China market in recent years, along with the team’s exploration of AI-driven marketing, corporate digital communication, and cross-market services between China and Singapore.

For Jeffery Asia, “Singapore × China” has never been an abstract concept. It is a practice of cultural exchange, market understanding, and win-win collaboration that the team takes part in and advances every day.

In Step With Singapore’s AI Strategy, Making Technology Truly Serve Business Growth

In recent years, AI has become an important part of building Singapore’s national competitiveness. Building on the National AI Strategy 2.0, Singapore continues to move AI from research and development further into business operations, industrial upgrading, and social application scenarios.

This aligns closely with the direction Jeffery Asia has taken in recent years. Jeffery Asia is gradually evolving from a digital marketing company into a service company that drives market growth with AI. For Jeffery Asia, the value of AI is not only about improving efficiency, and not simply about using generative AI tools.

From traditional search engine optimisation to Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO); from content production to consumer insight; and from marketing automation to agentic workflows, Jeffery Asia is rethinking a more important question: as consumers grow more used to putting questions directly to AI, how should a brand be understood by AI, cited by AI, and ultimately enter the consumer’s decision-making process?

AI must ultimately return to the business itself: genuinely helping companies improve efficiency, lower the cost of trial and error, and create commercial value that can be perceived, measured, and steadily accumulated.

Helping More Singaporean Companies Make Collaboration Real in the China Market

For Singaporean companies, the China market is not one where experience from other countries can simply be copied. Platforms such as WeChat, Rednote, Douyin, and WeChat Channels form a distinctive ecosystem of content, trust, and conversion; consumers’ discovery paths, ways of judging information, and interaction habits also differ markedly from other markets.

So helping Singaporean companies serve the China market well cannot stop at “translating content” or “opening accounts”. What matters more is helping companies understand the real decision-making chain in the China market: who is looking, where they look, how trust is built, what content can drive the next action, and how data in turn supports adjustments to strategy.

Jeffery Asia is taking part in this process in a more systematic way: starting from market insight and positioning, then turning brand expression into content assets suited to China’s digital ecosystem, carrying them through social media, advertising, search, and private-domain touchpoints, and finally using data reviews to help companies keep optimising. Throughout, Jeffery Asia places more weight on mutual understanding than on one-way output, and on cultural exchange and win-win collaboration rather than mechanically copying one market’s experience onto another.

At the event, the Jeffery Asia team also spoke with Consul-General Tan Zhien Joel and with Johnny Zhao Hanqing, a representative of the SMU (Singapore Management University) Chengdu Alumni Association. For Jeffery Asia, Mr Zhao is a long-term partner who combines an international education background, industrial investment experience, and a grounded understanding of the local ecosystem: a distinguished graduate of the inaugural SMU MPA cohort, deeply involved in hard-technology investment, industrial innovation, and cross-border enterprise development, with a career spanning frontier sectors such as solar photovoltaics, flat-panel display, and semiconductor manufacturing.

Just as notably, Mr Zhao has long given warm support to building the SMU alumni community, actively connecting Singapore university alumni networks, Chengdu’s local business ecosystem, and cross-border innovation resources. In conversation, Jeffery Asia also sensed his sustained commitment to strengthening alumni links and advancing China-Singapore partnership. Looking ahead, Jeffery Asia hopes to work with Mr Zhao and more local ecosystem partners to offer more concrete, on-the-ground support for Singaporean companies seeking to understand Chengdu, connect with the Southwest China market, and build a trusted network of localised support.

Connecting Two Markets, Even Within a Celebration

A National Day reception is a celebration, and also a form of connection. It brings partners from different institutions, industries, and cities together in the same space, and opens more conversations about collaboration, technology, markets, and the future.

For Jeffery Asia, that connection comes from Singapore and is rooted in Chengdu. We believe that future China-Singapore market cooperation will look more like a two-way endeavour: pairing Singapore’s international outlook, governance experience, and technology strategy with the China market’s density of use cases, platform ecosystem, and speed of execution, to form a more efficient, more concrete, and more sustainable path to shared success across cultural exchange, industrial cooperation, and digital growth.

At this important milestone of Singapore’s 61st National Day, Jeffery Asia will also continue to use cross-market insight, digital communication, and AI application as its fulcrum, helping more Singaporean clients understand and serve the China market more efficiently and more practically.

From Singapore to Chengdu, from cultural understanding to growth execution, Jeffery Asia looks forward to working with more partners to move cross-market collaboration from strategic vision into growth practice that is executable, verifiable, and sustainable.

Majulah Singapura, Go Beyond!

Here is to China and Singapore continuing to move forward together, in more real and concrete collaboration. Let’s excel together!