National Gallery Singapore is intensifying its efforts to position itself as an inclusive cultural institution, leveraging the global reach of pop culture to reshape public perceptions of the museum experience.
In a recent high-profile collaboration, the Gallery was prominently featured in BTS member Jin’s music video Don’t Say You Love Me. The project, produced in partnership with the Singapore Tourism Board (STB) and BIGHIT MUSIC, presented the museum as a cinematic setting, aligning it with contemporary cultural narratives and reaching millions of international viewers.
While the K-pop collaboration drew global attention, the initiative reflects a deeper strategy: to dismantle the idea that museums are reserved for art aficionados or cultural elites.
“Our aim has always been to make art more accessible and the museum experience more relatable,” said Aun Koh, assistant chief executive (marketing and development) at National Gallery Singapore, in an interview with MARKETING-INTERACTIVE. “As a People’s Museum, we are committed to challenging the perception of museums as rigid, serious spaces meant only for those well-versed in art.”
Appointed to his current role in November, Koh brings with him a wealth of experience in cultural communication and content strategy. Formerly editor-in-chief of Tatler Singapore, he spearheaded the brand’s integrated storytelling approach to increase both engagement and revenue. His earlier tenure at the National Arts Council as deputy director of the Visual and Literary Arts division further underlines his longstanding ties to Singapore’s cultural development.
The Gallery’s appearance in Jin’s music video is part of a broader marketing effort to make the institution more relatable. Alongside the video release, the Gallery introduced a self-guided trail highlighting locations featured in the film. The initiative exceeded expectations, registering over 175% more views than any previous trail during the same period. The response on social media was equally robust, sparking enthusiastic engagement from fans.
“Our strategy is rooted in authentic engagement,” Koh explained. “By creating cultural touchpoints through pop culture, we naturally draw in people who might not otherwise visit a museum.”
This philosophy has also informed other recent initiatives. In an effort to enhance interactivity, the Gallery launched FRAMED: A Murder Mystery at National Gallery Singapore earlier this year. The gamified experience invites participants to explore artworks and solve puzzles, transforming the traditional museum visit into an engaging, immersive adventure.
Such entertainment-led collaborations, Koh noted, are essential to keeping museums relevant in a rapidly evolving cultural landscape. “They show that museums can be dynamic spaces where diverse interests intersect,” he said. “When visitors make personal connections between their passions and our collections, we achieve cultural education in its most effective form.”
As the Gallery approaches its 10th anniversary later this year, more innovative partnerships are expected. According to Koh, these collaborations will serve as “entry points for deeper engagement with Singapore and Southeast Asia’s modern and contemporary art and history.”
“Executed thoughtfully, these initiatives extend our mission, allowing us to reach broader audiences in meaningful, lasting ways,” he added.
