How some Singapore government agencies became the country's most engaging social media creators

If someone had told you a few years ago that one of the world's most viral videos of 2026 came from Singapore, you probably would have broken into a chorus of “Majulah Singapura”. But if they then revealed that the video – which has racked up millions of views, inspired recreations and amassed global fans – came from the Singapore Police Force (SPF), chances are you’d do a double take.

Or consider this: The most-viewed video on Tampines Fire Station’s Instagram page isn’t a dramatic rescue operation, but a video of firefighters dancing to the viral Moai La La La trend, racking up more than 17 million views and counting.

Even MINDEF has gotten in on the action. A recent video set to Usher’s viral track Hey Daddy (Daddy’s Home), featured government officials from several countries. Since it was posted two months ago, the video has racked up more than a million views, with one commenter calling it “next level content”.

As surprising as it sounds, this is the reality of Singapore’s current social media space: Some government agencies have emerged as the country’s most engaging content creators.Gone are the days when government agencies relied solely on advisories and press releases to get their message across. Today, many are embracing social media, tapping into viral trends, memes and humour to engage younger audiences. And if their millions of views, likes and shares are any indication, the strategy is paying off.CNA Lifestyle spoke with the SPF and the Singapore Tourism Board (STB) – two agencies behind some of Singapore’s most talked-about social media posts – to find out how they develop content that connects and the challenges of adopting a more youthful online voice.WHY SHIFT TO A YOUTHFUL STYLE OF COMMUNICATION?A quick scroll through the social media pages of STB and its Visit Singapore initiative, and you’d be hard-pressed to believe they belong to a government agency.BTS member J-Hope frolicking all over Singapore; selfies taken at Hyrox; loads of Pop Mart. These are just some of the posts put out by the agency.