The Japan National Tourism Organization (JNTO) Singapore Office is marking the 60th anniversary of diplomatic relations between Singapore and Japan with the launch of a new tourism campaign titled “GO Japan Lah!”.
The campaign is part of the wider SJ60 celebrations commemorating six decades of strong bilateral ties between the two countries in 2026. Through the initiative, JNTO aims to inspire travellers in Singapore to discover more of Japan, particularly its regional destinations, while sharing travel insights and experiences in a more personal and relatable way.
As interest among Singaporean travellers continues to grow beyond major Japanese cities, the campaign will spotlight lesser explored destinations and introduce travel themes such as wellness, self-discovery, and slow travel. JNTO Singapore Office will also roll out a series of SJ60-related activities and events throughout the year to encourage greater cultural exchange between both countries.
To bring the campaign to life, three Singapore-based content creators have been appointed as travel ambassadors and curators to showcase different sides of regional Japan through their own experiences and storytelling styles.
Aiken Chia joins the campaign as the SJ60 Travel Ambassador and will focus on the untamed nature and unique culture of Southern Kyushu. His journey includes exploring the UNESCO World Heritage site of Yakushima as well as discovering the food and landscapes of Kagoshima and nearby areas.
SJ60 Travel Curator Xenia Tan will spotlight Okinawa through a self-drive travel experience centred on relaxation, wellness, and immersive local encounters. Okinawa has seen growing popularity among Singapore travellers following the launch of direct flights by Scoot. Xenia is also known for marrying actor Shawn Thia in 2024, who starred in the Japan-Singapore co-produced drama series “Lost and Found”.
Meanwhile, SJ60 Travel Curator Leslie Koh will explore the Tohoku region, highlighting its changing seasonal scenery and distinctive local food culture. The region has increasingly gained attention among Singaporean travellers looking for experiences outside Japan’s major tourist hubs.
Alongside the travel campaign, JNTO Singapore Office will also launch a dedicated SJ60 feature webpage featuring updates on celebratory events and activities throughout the year. Travellers and Japan enthusiasts in Singapore are encouraged to keep an eye on the official platform for the latest announcements.
A photo contest will also launch in July, inviting people in Singapore who have visited Japan to share their favourite travel memories. Winners can look forward to attractive prizes, while the initiative aims to further strengthen people-to-people exchanges between the two countries.
In addition, travellers who purchase Japan travel products in Singapore through JNTO Singapore’s official travel partners later this year will receive exclusive SJ60 giveaway items.
More details on the campaign and upcoming SJ60 activities are expected to be announced in the coming months.
