Hosting Taylor Swift: For Singapore, the impact goes way beyond money

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.