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Hosting Taylor Swift: For Singapore, the impact goes way beyond money
Being able to showcase the nation to legions of Swifties enhances Singapore’s soft power.
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Pop superstar Taylor Swift has finished her series of concerts in Singapore and the region is still buzzing.
ST PHOTO: DESMOND WEE
Koh Buck Song
Pop superstar Taylor Swift has finished her series of concerts in Singapore and the region is still buzzing. Some are talking about the memories that were created, others of the revenues that were raked in. But the key question is what the concerts meant for brand Singapore.
The answer: Singapore’s country brand has been burnished, because the concerts showcased the nation to the world. In other words, its soft power has been enhanced.
