What does the leading edge of Singapore youth tell us about Singapore's future? As well as Asia's youth, as many of these values are shared

1. MTI Youth Study
November 4, 2009
Extended debrief deck
(non-presentation)

2. BACKGROUND & OBJECTIVES

3. Background & Objectives 3
BACKGROUND
Youth are the literal future of Singapore.
The broad base of Singapore’s youth are fairly certain of their future(s), and their career
aspirations are largely met within the opportunities available in Singapore.
This qualitative study investigates the fringes: youth whose career aspirations may be
harder to accommodate, due to their unusual or creative interests, or due to a lack of
recognised systems to aid their progress.
This youths collective are vocal, affluent, relatively well travelled, and locally educated. They
are also ambitious talented and worldly.
MTI's Futures Group’s interest is to study the “Leading Edge” of youth.

4. Background & Objectives 4
OBJECTIVES
A Lifestyle and Attitudinal Investigation
To understand the targets’ lifestyles, aspirations, habits and motivations in terms of their
lives and work/study/family etc in Singapore, in order to provide insight into the targets’
ATTITUDES towards Singapore as a place for their working/leisure lives; their career
progression and their futures.

5. Background & Objectives 5
OBJECTIVES
And further…
To understand the decision-making process
–When and how do they decide on their futures?
–What are the drivers and motivations?
–Where/what is the sense of opportunity in Singapore?
– What are the attractive options (either within Singapore or outside) and why?
–Where do they end up going? Why?
–How do these destinations compare to Singapore?
–Within the decision-making process, to understand the target’s influence spheres in
broader terms – be this peer–to–peer; parental/familial; media etc...

6. Background & Objectives 6
OBJECTIVES
Additionally…
To understand the differentiating factors..
– Are the youth today really fundamentally different from youth of previous generations?
– What is the appetite for risk today? What drives/negates this?

7. WHO DID WE SPEAK TO, AND HOW?

8. This group of youth are a
unique set, they are not the
“masses”; they are not the
“average”... they are a group
who are bright, worldly and
enthusiastic.
We found those who were
educated, relatively well
travelled, articulate, and
lively.
These were to be the young
people who are tomorrow’s
industry leaders, a small but
representative sample of the
youth who will take Singapore
into the future.

9. Methodology and Sample 9
CORE YOUTH DEMOGRAPHICS
• Youth defined as 16 - 24 years old
• Male and female
• Multi-racial
• Singaporean (with the exception of
2 foreign Asian students)
• All youth caught at important
“Breakaway Points”
A TARGET SAMPLE SIZE OF: 23
• 14 blogs
• 8 ethnographic interviews
• 1 face-to-face interview

10. Methodology and Sample 10
AN EXPLANATION OF BREAKAWAY POINTS
Respondents were those caught at the various breakaway points. Those who have JUST
MADE the choice of educational or career path, or are about to. The sample is more
heavily weighted on those who are ABOUT to make the choice.
BREAKAWAY BREAKAWAY BREAKAWAY
POINT #1 POINT #2 POINT #3
NATIONAL
JC UNIVERSITY FIRST JOB
SERVICE
SECONDARY SCHOOL
POLYTECHNIC FIRST JOB
BREAKAWAY
POINT #3
The significant attitudinal / lifestyle differences that emerge in these breakaway
points need to be uncovered, understood and leveraged into realistic and tangible
recommendations...

11. Methodology and Sample 11
ATTITUDES & LIFESTYLE
• The larger proportion of the
study: those youth who’ve taken,
or intend to take, a slightly
alternative path in study or career
– this usually means creative or
humanities-related careers –
dance; visual arts; culinary arts
etc…
• Retaining a healthy
representation of those who are
taking a more-or-less
mainstream path.
• Driven, talented, energetic,
youthful, spirited, worldly.
• With a high potential to study or
work overseas
• Potential entrepreneurs

12. Methodology and Sample 12
A VARIED & INCLUSIVE SAMPLE
• Inclusion of foreign Asian students
studying in Singapore
• Inclusion of Singaporeans working /
studying outside of Singapore (UK;
Australia)
• Inclusion of a 14-year-old first
generation SOTA student
• Inclusion of 27-year old e-
entrepreneur

13. Additionally…
Stakeholder interviews were conducted with the MCYS; EDB; OSU and MOE;
and expert interviews in the academic and creative fields.
Prof Chua Chris Lee
Beng Huat Creative
NUS Sociology Director - The
department Asylum

14. Key Observations 14
A NOTE ON THE SAMPLE FINDINGS…
Within this youth group we discovered further sub-divisions, along attitudinal lines.
Various factors affect youth differently, according to their family, background etc. this
makes for differing potential for success and self-discovery WITHIN the Leading Edge
WE HAVE IDENTIFIED 4 DIFFERENT “TYPES”
To be covered later in this presentation; also
profiled in the accompanying lifebook…

15. THE APPROACH

16. To engage with this group, we
had to utilise methods which
were modern, collaborative
and immersive.
A qualitative study felt
essential.
Blogging and ethnography
were the methodologies most
suited to this target and
study.

17. Methodology 17
WHY QUALITATIVE?
In order to get “under the skin” of such a young target, we need to immerse
ourselves in their world – which means immersing ourselves in their world, on their
terms.
Interviewing them in a regular focus group facility felt unreal and static as their lives
and their own environments are alive with clues to their inspirations, aspirations and
their day-to-day lives.
Quantitative studies are useful in gathering data and certain type of information, but
a qualitative research method will provide the depth, detail and real reflection of the
attitudes and lifestyles of these young people.
…Further qualitative methods are able to visually represent the world of youth with
materials from the interviews and blogs.

18. Methodology 18
WHY BLOGS?
- Emergence and growth of the ‘blogosphere’
is indicative of an era where people are
increasingly empowered to create and
disseminate their own content
- This trend is harnessed as a research tool
with blogs enabling research teams to access
people’s lives over a given amount of time
Blogs are particularly good because…
They address the target on a platform that
they are comfortable with and speak to the
target in a language that they are used to.
They encourage the inclusion of audio-visual
material to bring the subject at hand to life.
They provide an intimate, private and personal
forum to express yourself.
They allow for time to reflect.

19. Methodology 19
HOW DOES IT WORK?
Respondents are set a sequence of
questions which they are to answer one
day at a time.
The blogging questions are adjusted
according to the progress of
respondents, in a flexible and sensitive
manner.
•Blogs are hosted on a private blogging
site, all information is confidential and is
not accessible by the general public.
•Client teams are provided with a
password and username to access the
blogs.
•Blogs are accessible even for a limited
time after the project is completed.

20. Our Approach 20
WHAT IS
ETHNOGRAPHY?
It takes place at the actual ‘site’ of
consumer behaviour and decisions – in
a bar, in a shop, in a gym, in
somebody’s home. It provides a more
holistic and nuanced view of what is
actually going on.
Actual sites potentially include –
• The consumer in their workplace
• The consumer in a social place
• The consumer in a retail space
• The consumer in their home with
their family

21. Methodology 21
Ethnographic research interacts with consumers in a place
that is directly relevant to their life, rather than a unfamiliar
research facility.

22. Methodology 22
WHY
ETHNOGRAPHY?
By observing and visually documenting
a given portion of someone’s life it
allows us to understand them as people
not as ‘consumers’
Ethnography contextualises a product,
brand, category, service or trend within
people’s lives and therefore gives a
greater understanding of its true role.

23. A NEW WAY OF THINKING

24. A New Way of Thinking 24
IS THIS GENERATION REALLY DIFFERENT?
NEW VALUES AND IDEAS OF SUCCESS AND LIFESTYLE ARISE FROM YOUNG
SINGAPOREANS’ INTEGRATION WITH, AND ASSIMILATION OF, GLOBAL
CULTURE: WHETHER PROFESSION, CREATIVE OR YOUTH CULTURE.
THIS TARGET IS INCREASINGLY ONLINE AND FEEL
THEMSELVES CITIZENS OF A GLOBAL VILLAGE.
WHILE YOUTH EXPERIMENTATION AND EXPLORATION IS NOT A NEW
PHENOMENON, THIS GENERATION FEELS DIFFERENT IN SINGAPORE, AS
THEY HAVE VASTLY MORE ACCESS TO INTERNATIONAL INFLUENCES, AND
ARE ABLE TO “PICK AND MIX” GLOBAL INSPIRATIONS, ROLE MODELS AND
LIFESTYLE CUES MORE THAN ANY GENERATION BEFORE.

25. A New Way of Thinking 25
IS THIS GENERATION REALLY DIFFERENT?
THIS GENERATION IS ESSENTIALLY DIFFERENT DUE TO THE
EXTENSIVE INFLUENCE OF THE INTERNET WHICH NARROWS THE
GAP BETWEEN DREAMS AND REALITY
THE INTERNET PROVIDES INSPIRATION IN MANY WAYS:
1. Achievable Dreams
2. Peer-to-peer Motivation
3. Realistic Business Inspiration

26. A New Way of Thinking 26
ACHIEVABLE DREAMS!
This target now live in a culture where they increasingly feel anything is possible. The
mass media and the internet are huge, active promoters of realisable success, and
therefore the gap between “’FAME AND FORTUNE” and the “AVERAGE JOE” is that much
smaller.
PASSIONS NOW SEEM MORE REALISABLE!!
Reality and talent shows, and the proliferation of peer-to-peer media (blogs, Youtube,
Facebook, Twitter) are examples where participants are able to achieve success on their
own terms, with their own talents.

27. A New Way of Thinking 27
ACHIEVABLE DREAMS!
Examples locally and internationally of this trend of “Achievable Success”…
American Idol finalist
turned actress and Oscar
winner – Jennifer Hudson
Internationally
acclaimed
Singaporean
Chubby
Singapore Idol winners Hubby blog
Taufik Batiste, and
Hady Mirza
American recording artist Christian Siriano
Esmee Denters – Project Runway
discovered on Youtube winner.

28. A New Way of Thinking 28
PEER TO PEER INSPIRATION
…and a young Singaporean who has made his name internationally!
Acclaimed Singaporean Designer
Ashley Isham

29. A New Way of Thinking 29
REALISTIC BUSINESS INSPIRATION
The proliferation of online businesses in Singapore – further proof that the internet is a
medium which is changing habits, especially for young people.
All in all, this generation lives in a world which feels smaller and more
accessible!

30. A New Way of Thinking 30
Two defining characteristics of our young Singaporean target….
REALISTIC AND CITIZENS OF
OPTIMISTIC THE WORLD
Understanding, appreciating and exploiting
Looking at their lives in an upbeat, positive
and inspired manner, but with very realistic the fact that they are not limited by
geographical boundaries. Due to ease of
and grounded expectations. An awareness
travel, and heightened exposure to
that, in order to achieve they need to plan overseas news, trends, culture: they are
and prepare.
citizens of the globe.
These two characteristics are manifested through a
number of key trends…

31. 31
1. THE NEW SUCCESS
2. ENTREPRENEURIAL SPIRIT
3. EXPLORE NOT ESCAPE
4. FAMILY MATTERS
5. GIVING BACK

32. 32
1. THE NEW SUCCESS
2. ENTREPRENEURIAL SPIRIT
3. EXPLORE NOT ESCAPE
4. FAMILY MATTERS
5. GIVING BACK

33. A New Way of Thinking 33
1. THE NEW SUCCESS
A SEARCH FOR A MORE HOLISTIC FORM OF “SUCCESS”
– Success now is more balanced, lifestyle-, family- and quality-oriented, than materialistic.
– This desire arises as a rejection of youth’s immediate surroundings, and the pressure they
feel from the Singaporean schooling system, family, and society in general.
– “Success” means achieving material AS WELL AS intellectual and emotional goals: these
two are not isolated areas.
– Material goals and possession as are STILL considered desirable, BUT this is only one
aspect of success.
– Emotional/intellectual wellness and fulfillment comes from healthy and happy family life
and a career which is inspiring and interesting, which they feel passionate about.
– The divide between Western and Asian visions of success. A feeling that a Western view of
success is more holistic and inclusive than the Asian viewpoint, which seems too bound in
the material / tangible / face-saving aspects.
“My peers from school mostly define
“I think [Singaporeans] are “I’m Asian and a student.
success with sporting and academic
too driven by success for a Success seems to be defined
achievements. This is the general mindset
fear of falling out of the by the university you get into.”
of most Singaporeans as I feel they define
middle-class life.” success with grades alone.”
- Miki, 16, Aspiring Lawyer
- Professor Chua Beng Huat, - Haresh, 19, Passion in Rugby and
NUS Aviation

34. A New Way of Thinking 34
1. THE NEW SUCCESS
Within this more holistic view…
ACCEPTANCE AND VALIDATION OF FAILURE
– Understanding that life lessons are a learning curve: failure is an opportunity as well!
– Trying to achieve is better than not trying at all.
– More aligned with a Westernised ideas of education and progress: allowing more breadth
to learning.
– This feels very new, as this type of exploration doesn’t seem to be part of the
current learning / education system.
“I went for a self-realisation talk, about positive re-framing. There was this
Taiwanese guy who sent his kids to an American school, his kids were
getting very bad grades in elementary school and he was very worried…
This parent went to look to find out how to help he child, but teacher said
“But your kid has a lot of pride, and that is good…”
This is Western culture: they look both at positive and negative side. They
will look at the positive side, kid will turn out fine don't worry.”
– Keith, 27, Entrepreneur

35. A New Way of Thinking 35
1. THE NEW SUCCESS
REJECTION OF MYTHS OF “TRADITIONAL SINGAPOREAN SUCCESS”
– The regular icons and methods of success seem outmoded in a world that is increasingly
more integrated, less hierarchal, and more diverse.
– “5Cs” and regular but un-inspiring careers (Doctor; Accountant; Lawyer, Engineer…) don’t
HAVE to be the ways to succeed.
– Money / the material is important, but as a compliment to an intellectually and
emotionally fulfilling lifestyle.
“Sadly society defines success as material success.
1st class honours? EM1? Scholarship? 5Cs? High “I would rather much do something impractical
net worth? I must say it has been ingrained in but enjoyable like Journalism than be dulled to
Singapore which has a winner-takes-all mentality.” death in something sensible like Law.”
- Daniel, 25, Entrepreneur in online fashion – Zachary, 17, aspiring journalist/photographer
retailing
“I feel I’m a special person doing things that
people don’t normally do… most want to become
lawyers.”
– Sencai, 17, aspiring male ballerina

36. 36
1. THE NEW SUCCESS
2. ENTREPRENEURIAL SPIRIT
3. EXPLORE NOT ESCAPE
4. FAMILY MATTERS
5. GIVING BACK

37. A New Way of Thinking 37
2. ENTREPRENEURIAL SPIRIT
A TALENTED BUNCH
– Youth feel they are talented, and are keen to expose their skill not only locally but on a
global forum – this seems achievable, especially through the internet.
– The impetus for this is not only monetary, but for intellectual and emotional benefit as well.
– The path might be more difficult but this group are finding their way to make their own
rules, through independent research, scholarships and sheer dedication.
– Validation is important to keep encouraging them: industry-relevant competitions (like
“Tiger Translate” for graphic design), to nationwide grants (National Arts Council
scholarship) to familial support and mentorship.
“I am turning 25 and I own a couple of small “I started pursuing my interest in design as a
businesses - a shipping hedge fund, a youth career - it was one of the best things I have
events and marketing company, an online done in my life.”
shopping company and an educational firm.”
- Si Ping, 22, Graphic Design Artist/
- Althea, 24, Entrepreneur Entrepreneur
“Reebonz.com was started last December and things
have been going well and thus I have decided to
focus on it. Nothing beats doing what you are
passionate about. It gives you a reason other than
the monthly paycheck to go to work everyday.”
- Daniel, 25, Entrepreneur in online fashion retailing

38. A New Way of Thinking 38
2. ENTREPRENEURIAL SPIRIT
CARVING THEIR NICHE
– Youth able to see a gaps in the market, which aligns with their talent, and their interests.
– Singapore is viewed as a stable and “safe” place incubate ideas and inspiration – risk might
be high but the country infrastructure coupled with familial support provides a safety net.
– While youth complain about a lack of developed industries locally (especially creative
industries) they are eager to look to foreign countries and cultures for inspiration and ideas.
– Singapore provides the structure, youth provide the idea.

39. A New Way of Thinking 39
2. ENTREPRENEURIAL SPIRIT
NEW BUSINESS MODELS
– New business models abound, especially with the advent of e-business and online
transactions.
– New business models are horizontal and dynamic. They don’t exist based on established
hierarchies – youth are able to make their own rules and execute as they feel fit.
– E-businesses, in particular, are the greatest examples of new business models: low cost, no
overheads, 24 hours, international etc…
– Examples exist the world over – collaboration; user-generated content; super-bloggers;
online retailing etc. these examples are taken to heart by budding entrepreneurs.
– Rather than remaining online some online retailers have reversed norms, and taken their
store into real space to compliment their online shops.
– Business now feels POSSIBLE, no longer daunting, or complicated.
“I am taking my first step to achieve this dream of mine.
Luckily this dream is not bound by monetary constraints.
People have come forward to tell me what a great idea it
is. This definitely whets my appetite for success. Of
course, there is always that fear of taking the road less
travelled.”
- Daniel, 25, Entrepreneur in online fashion retailing

40. 40
1. THE NEW SUCCESS
2. ENTREPRENEURIAL SPIRIT
3. EXPLORE NOT ESCAPE
4. FAMILY MATTERS
5. GIVING BACK

41. A New Way of Thinking 41
3. EXPLORE NOT ESCAPE
Overseas exposure does not equate to youth wanting to “escape”
Singapore. They yearn for exposure, inspiration and “the thrill of
the new.”
THEY WANT TO EXPLORE, NOT NECESSARILY ESCAPE!
Youth feel the need to travel overseas for different reasons…
CULTURE & VARIETY EDUCATIONAL PROFESSIONAL
“Our youths are, by circumstance, more outward
“I think, there is no fear in Singaporeans to go out looking than Japanese, Koreans or Taiwanese. If
and see the world, you can’t try to tell the youth you take the ones who are at least A-level
“No, don’t do this.” You should try to let educated, they are very aware of their
everybody see the world. I think those who see vulnerability - this is drummed into them. They
the world can benefit society when they return.” are aware of the reality that Singapore needs
the world.”
- Chris Lee, Founder of Design Boutique ‘Asylum’
- Professor Chua Beng Huat, NUS

42. A New Way of Thinking 42
3. EXPLORE NOT ESCAPE
CULTURE & VARIETY
– The urge to explore a different culture abroad, bolstered by Singapore’s small scale, and
equatorial weather patterns. Even seeing snow for the first time is a driver for overseas
exposure!
– Exposure is through the internet, or via friends and family recommendations.
– Exposure to non-Asian (most often “Westernised”) cultures is particularly sought after,
as they provide a very different view of life.
– Europe, the USA and Australia draw the most interest. New York and London offer the
most variety in lifestyle and trends. Sydney and Melbourne offer a more relaxed lifestyle
– Asian countries/cities offer more of an “exotic” destination. Tokyo, Beijing and Shanghai
feel less practical but still interesting.
“Tokyo satiates my intellectual curiosity like only New York does, but
perhaps with better food.”
- Jacinta, 25, Lawyer (UK)

43. A New Way of Thinking 43
3. EXPLORE NOT ESCAPE
EDUCATION
– For many who want to enter alternative career fields, overseas education is essential,
as the level or type of education needed might not be available locally.
– This is particularly important for “under-developed” industries In Singapore: the
creative or fine arts, dance, culinary arts etc.
– Western cities are considered most highly for education. Due to reputations of
established schools (Ivy League; recognised arts schools etc); and and a logical
language fit.
“In SBA (Singapore Ballet Academy) you need to go overseas before
becoming a company dance of the theater, but overseas there are the
academy schools and if you do well, you can move straight into the
company when you complete auditions”
Sencai, 17, aspirant ballet dancer

44. A New Way of Thinking 44
3. EXPLORE NOT ESCAPE
PROFESSIONAL
– This is less relevant to our target who were mostly too young to make these decisions,
however many do aspire towards this...
– Professional exposure to markets which are more advanced / less saturated than
Singapore provides impetus to work abroad.
– This is particularly important for “under-developed” creative industries In Singapore.
“The photography culture really isn't strong here… this points me in the
direction of New York City where the magazines there are amazing, and
there are model agencies at every turn, advertisement companies in
every building, billboards at every junction... it should be every
photographer's dream destination!”
Zachary, 17, aspirant photographer/journalist

45. 45
1. THE NEW SUCCESS
2. ENTREPRENEURIAL SPIRIT
3. EXPLORE NOT ESCAPE
4. FAMILY MATTERS
5. GIVING BACK

46. A New Way of Thinking 46
4. FAMILY MATTERS
FAMILY REMAINS IMPORTANT
– Traditional values, but ones which are essential – as the root for this globalised generation.
– Values simply accepted as “the way it is” – no resistance, or aggression towards them.
– The family figures into all major decisions.
– Respect for the family exists, but it is a constant struggle for youth: follow their own path or
follow the wishes of their parents.
– Supportive parents instill a sense of confidence and pride in their children.
– However, an obvious gap in parents awareness of their children’s real dreams and aspirations,
and their relevance in the modern world.
– In the absence of knowledgeable or supportive parents, mentors become increasingly
important…
“All I want to do is cook, but my parents are not “There was an issue with me freelancing.
open about it… They are very Singaporean, they People would ask my father what I am doing,
just want me to study here…” and he would say ‘she is doing part-time jobs’
or ‘doesn’t have a job yet’. I think it is a
“My parents won’t sponsor me to study overseas, security thing - they are used to a life where
so I am saving money by myself. I have to sweat people go to work, but freelancing was
for it every inch of the way, but it feels very good something that I did from home.”
when you’re there!”
- Faz, 23, Fashion Editor of VIP Magazine
- Iliya, 18, Aspiring Chef

47. 47
MENTORS

48. A New Way of Thinking 48
MENTORS
All too often, parents are unaware of their children’s interests and aspirations.
More so, they are are often less aware of HOW their children will achieve these
aims.
Particularly in the case of the more artistic and unusual careers, where local
industries are under-developed, a mentor can be an inspiration as well as a guide.
A mentor is a role model who has had relevant industry
experience, and who is available to guide or provided assistance
to youth on their journey towards achieving their goal.

49. 49
1. THE NEW SUCCESS
2. ENTREPRENEURIAL SPIRIT
3. EXPLORE NOT ESCAPE
4. FAMILY MATTERS
5. GIVING BACK

50. A New Way of Thinking 50
5. GIVING BACK
GIVING BACK
- A new and emergent value: the sense of social consciousness where youth feel
they want to contribute back to their home country, i.e.: coming back home.
- Philanthropic efforts in addition to economic benefits i.e.: via business giving back
to the community
- The new and noble extension of a the ”Explore not Escape” value set.
“I feel whatever you do you should contribute to society... I would come back to
be an instructor, to educate and teach dance or have a school.”
- Sencai, 17, aspiring male ballerina

51. SINGAPORE

52. A New Way of Thinking 52
SINGAPORE
Singapore is more than just a home for this youth group, it is a place that annoys
and inspires at the same time There are many different viewpoints on aspects of
Singapore – the government, the social practices, infrastructure etc.
It is essential to understand youth’s nuanced view of their home country, in order
to understand their levels of engagement with Singapore, and what drives them to
keep engaged and active on home ground.
Important to note that there are very few polarised viewpoints – this
group are aware and accepting of both the positives and negatives of
their home country!

53. A New Way of Thinking 53
GENERALLY THE ATTITUDES TOWARDS SINGAPORE ARE SPLIT
IN TO 2 DISTINCT CAMPS:
POSITIVE AND NEGATIVE AND
VS
ENGAGED DISTANCED
Positivity around: Negativity around:
1.Singapore’s / governmental infrastructures 1.Education system
2.Family values which are encouraged 2.General conservative attitudes of society
locally – especially kiasu-ism, conservative
3.Safety and security attitudes
4.A feeling of “belonging” / rootedness 3.Lack of depth and variety, especially in
5.Globality of Singapore creative culture
These two characteristics are manifested through a number of
key elements…

54. 54
1. BARRIERS
2. GLOBALITY
3. SPRINGBOARD & MAGNET
4. FOREIGN PERSPECTIVE

55. 55
1. BARRIERS
2. GLOBALITY
3. SPRINGBOARD & MAGNET
4. FOREIGN PERSPECTIVE

56. Singapore 56
BARRIERS
BARRIERS TO ENGAGEMENT WITH SINGAPORE
– While the infrastructure in Singapore is seen to be world class, other systems come under more
harsh criticism
– The education system is felt to be too pressurised:
– The streaming system is too prescriptive from an early age
– Focuses too heavily on grades, points and processes, rather than experiential / experimental
learning.
– Humanities / Arts paths not encouraged enough, as opposed to regular paths (i.e. Sciences)
“ [The education system] is very pressurizing,
at one point in time I was contemplating
“I feed you, you vomit you get an ‘A’.”
suicide in primary school, I think in Singapore
1 in 5 kids think of that…”
- Narpal, 20, musician
- Keith, 27, e-business entrepreneur

57. Singapore 57
BARRIERS
BARRIERS TO ENGAGEMENT WITH SINGAPORE
– Attitudes of broader society – and the general culture of Singapore is criticised
– The “kiasu”, “every man for himself”, “win at all costs” spirit is frowned upon.
– Considered the general demeanor of older generations (i.e. not themselves), their poor English
and conservative nature seems at odds with this young, globalised generation.
– Bolstered by Singapore censorship and general conservative attitudes towards issues which,
when compared to the West seem “old-fashioned”.
– However, still an inherent positivity about Singapore, and it’s ability to change.
“Same sex marriages. I think it should be legal and it is still
“I often find myself subconsciously placing myself frowned upon when 2 men hold hands. Obviously you don’t
in the shoes of foreigners; what must they think see men holding hands in Singapore and this is sad
of our Singlish, our running for the MRTs when because, who are you to judge what is good or bad…?
the door isn't even opened yet, our poor service,
our unwillingness to go the extra mile for a “Ok, but do you think SG could change?”
stranger. It paints a very ugly side of Singapore,
that unfortunately, I am not proud of.” “I think it could.”
- Zachary, 17, aspiring photographer/journalist - Faz, 23, Fashion Editor VIP magazine

58. Singapore 58
BARRIERS
BARRIERS TO ENGAGEMENT WITH SINGAPORE
– Lack of depth and variety in Singapore
– Feeling that there is a lack of variety, especially in the creative / performing arts
– Creative / performing arts industries seem under-developed – especially when compared to the
West.
– This is currently being countered by the emergence of ‘alternative’ education in
Singapore…
– While only emergent, there is a recognition and appreciation of new educational
avenues available.
“In Anglo Chinese School the teachers didn’t even like me, I talk too much and ask too many questions! But here,
they like me asking a lot of questions. Usually, normal people… they say - “Oh you are dancer…”, but here, people are
very supportive of each other and their different art forms.
My school has 4 different art forms: dance, music, theatre and fine arts. So our academic class is a mix of different art
forms.”
- Thaddeus, 14, first-generation SOTA scholar, majoring in dance.

59. 59
1. BARRIERS
2. GLOBALITY
3. SPRINGBOARD & MAGNET
4. FOREIGN PERSPECTIVE

60. Singapore 60
GLOBALITY
SINGAPORE AS A GLOBAL HUB
– Singapore often promotes itself as a global hub, pursuing excellence, attracting foreign talent
etc.
– Youth are aware they are living in a very globalised city, and feel they want to take advantage
of that
– Travel and connections to Asia and beyond are regular reasonably priced, enabling young
people easy access to travel
– The internet further shrinks the world – now it feel that anything and everything is accessible.
– Barriers are continuously being broken down and the world shrinking,: there is no longer a
need to feel simply Singaporean – rather a citizen of the globe!

61. 61
1. BARRIERS
2. GLOBALITY
3. SPRINGBOARD & MAGNET
4. FOREIGN PERSPECTIVE

62. Singapore 62
SPRINGBOARD & MAGNET
ALLOWING IMAGINATIONS TO SOAR,
BUT REMAINING A SAFE HAVEN
– Singapore’s stable and efficient infrastructures allow youth a secure base from which to launch
ideas.
– Family and infrastructural support is sometimes taken for granted, nevertheless it allows youth
to explore within a safe environment
– Singapore also feels like a safe and stable place to return to – given the emphasis on family
values, the safety and security, and the stable economy.
“Singapore is definitely a very good place to start a family as it is very safe (so that you
don't have to worry about your family members getting harmed) and pretty clean… the
government is also pretty pro-family… Moreover there is a good range of activities here
that could be done as a family: flying kites at Marina Bay, having a picnic at Botanic
Gardens… I'll definitely return to Singapore once I am ready to start a family.”
- Zachary, 17, Aspiring photographer/ journalist

63. 63
1. BARRIERS
2. GLOBALITY
3. SPRINGBOARD & MAGNET
4. FOREIGN PERSPECTIVE

64. Singapore 64
A FOREIGN PERSPECTIVE
FOREIGN ASIANS IN SINGAORE
– Foreign Asians view Singapore the way Singaporeans view Western countries – as a
place full of opportunity and a way to improve and push themselves further.
– Singapore’s education system is of a high standard, foreign students feel this will prepare them
for the workplace.
– Skills are of a higher level; competition more fierce than in their home countries.
– The language medium is English – a further benefit in preparing them for an increasingly
international workplace.
– Business standards in Singapore are organised and efficient, especially compared to other
Asian countries, therefore encouraging entrepreneurship.
“I would definitely set up a business in “Frankly speaking, I think studying in SMU is
Singapore... the laws and regulations here are even more competitive than studying in any
not as complicated as other countries. More universities in China.”
straight-forward and less corrupt.”
- Xinyue, 22, Chinese studying in Singapore
- Ponco, 21, Indonesian studying in Singapore

65. KEY OBSERVATIONS / WAYS FORWARD

66. Key Observations 66
KEY OBSERVATIONS
Within this youth group there are further sub-divisions, along attitudinal lines.
Various factors affect youth differently, according to their family, background etc.
this makes for differing propensities for success and self-discovery WITHIN the
Leading Edge
WE HAVE IDENTIFIED 4 DIFFERENT “TYPES”
PRAGMATISTS DREAMERS
OPTIMISTS TORCHBEARERS
The following profiles are illustrations of how various barriers and drivers
are realised in the lives if young Singaporeans.

67. Key Observations 67
PRAGMATISTS
Youth who have passions and dreams
of careers in alternative fields but
have chosen, for various reasons to
take a more conventional path,
sometimes to the total exclusion of
their passion.
PROFILE: Asyikin
• 17 years old
• Scholarship recipient – for overseas
study in New York University.
• Passion in performing arts,
especially singing and acting.
• Due to familial expectation and
scholarship requirements – she will
study business.
• The opportunity to study and
experience life overseas is a big push
for consider a more “regular” study
path.

68. Key Observations 68
OPTIMISTS
Those who have taken a more
practical path than their original
passion, but who plan to revisit to
that dream from a different and more
realistic angle.
PROFILE: Zachary
• 17 years old
• Passion lies in photography
• Inspirations mostly informed by
overseas photographers and magazine
images.
• Considers New York City the hub for
creativity.
• Due to lack of a developed industry
in Singapore he will pursue
Journalism, and try to integrate his
photography therein, in the
professional arena.
• Plans to return to Singapore to start
a family

69. Key Observations 69
DREAMERS
Those who have their sights set on
their more alternative career goals
and are actively and practically
planning a way to achieve it.
PROFILE: Sencai
• 17 years old
• Passion lies in dance – classical
ballet
• Attends Singapore Ballet Academy,
and studies under his mentor
• Due to under-developed dance
scene in Singapore, plans to study in
HKAPA in Hong Kong
• Further, in Singapore one needs to
have overseas training before
becoming a dancer in Singapore
Ballet Academy
• Hoping to compete for the National
Arts Council scholarship to study
overseas.
• Plans to return to Singapore to start
a school or teach.

70. Key Observations 70
TORCHBEARERS
Those who have already achieved a
career path which is relatively
alternative in a Singaporean
context.
PROFILE: Keith
• 27-year old e-entrepreneur
• Self-confessed “delinquent”, who
“failed” within the primary and
secondary education system.
• Has taken advantage of the current
social networking boom to launch an
online game named “Fame”.
• Despite parental opinions, he has
managed to make a successful
business on his own terms, utilising
new business models.

71. Key Observations 71
KEY OBSERVATIONS
Given all the different values of this group of youth, and looking at the challenges
and drivers for different typologies, there are a several key observations which aid
in understanding and activating this target…
NEW WAYS OF THINKING ENGAGEMENT WITH SINGAPORE
1. BARRIERS TO
1. NEW VISIONS ENGAGEMENT
OF SUCCESS WITH SINGAPORE
(EDUCATION SYSTEM;
SOCIETAL VALUES)
2. ENTREPRENEUREAL SPIRIT
2. GLOBALITY
3. EXPLORE NOT ESCAPE
3. A SAFE & STABLE PLACE
WHICH ENABLES WHILE
4. FAMILY VALUES PROTECTING
5. GIVING BACK 4. A MAGNET
FOR FOREIGNERS

72. Key observations 72
1. LATERAL THINKING ON CAREER CHOICES
Education and exposure legitimises alternative career paths: introduce/enforce the concept
of a “Career Constellation”.
Lighting/Sound In the outer rings – the
Technicians careers which surround
and support the “artist” at
Set Designers varying points, with
varying levels of
At the very core – an involvement.
“artist” – a small % of Physiotherapist
practitioners who are able to Allowing for greater
survive professionally. involvement from a variety
Dancer
of professional and
educational backgrounds
Choreographer and interest brackets.
Costume Designers
Theatre Management

73. Key observations 73
1. LATERAL THINKING ON CAREER CHOICES
THE CAREER CONSTELLATION CAN BE INTRODUCED AT THREE POINTS:
1.Within the education system – career counseling programs etc… as a culture within an
institution
2.To the student directly
3.Within the family – education of parents and relative stakeholders

74. Key observations 74
2. HARNESS THE SPIRIT OF ENTREPRENEURSHIP
The drive towards entrepreneurship is ALREADY well-established, this needs to be
encouraged with exposure and financial aid, in particular in blossoming industries such as
online businesses.
“Reebonz.com was started last December and
things have been going well and thus I have
decided to focus on it. Nothing beats doing what
you are passionate about. Gives you a reason other
than the monthly pay cheque to go to work
everyday.”
- Daniel, 25, Entrepreneur in online fashion retailing

75. Key observations 75
3. MENTORSHIP
Utilize a network of industry professionals and successful entrepreneurs to mentor youth
from an early age, in particular in more alternative paths.
Mentors legitimise youth interest in a field and provide insight that will otherwise be out of
reach.
Particularly relevant for under-developed creative industries in Singapore
“My friend’s mom told me that I can cook better than she can.
She wanted to help me out and she got a career consultant to
come see me. I cooked for her, and they said I had real talent,
and they want me to help out at Iggy’s - One of the top 100
restaurants in the world. If all goes well, I can apprentice with
him by the end of the year.”
- Iliya, 18, Aspiring Chef

76. Key observations 76
3. MENTORSHIP
Potential Mentors…
Ashley Isham (internationally recognised Singaporean fashion designer)
Jeffrey Tan (winner NAC scholarship; retired dancer, currently teaching)
Chris Lee (Creative Director / owner of Asylum, currently mentoring in various design
schools)
Furqan Saini, Johnny Khoo, Dolphin Yeo – fashion stylists
Justin Low – chef / restaurateur
Beyond these famous names, a possibility to tap into a network of local and overseas
professionals.

77. Key observations 77
4. SUPPORTIVE FAMILY UNITS
Educate and inform the entire family unit, in terms of careers and future choices.
Enable a generation of parents to be in touch with their children’s true needs and hopes in
the modern world, and help them understand how to realise those dreams.
(Links closely to the “Lateral Thinking on Careers”)
“It’s just the way it is. My mother still thinks
it’s a sin not to use your hands to work, rather
than using my brain to create something that
other people can understand.”
- Keith Ng, 27, Founder of Digital Media
Company Swoozh

78. Key observations 78
5. CLOSE THE GAP BETWEEN TRAINING AND CAREER
Offer educational avenues which facilitate a clear career path for more alternative careers.
Partnerships with overseas institutions; financial aid, more grants and opportunities for
alternative careers etc.
At the school level, this is already being initiated with
the establishment of SOTA (Singapore School of the
Arts) and SSS (Singapore Sports School).
“I would probably be overseas in New Zealand or Australia
studying and getting a degree in Aviation Management
since none of the local universities offer it here.”
- Haresh, 19, rugby player

79. Key observations 79
6. EXPLORE NOT ESCAPE
Recognize the desire for overseas exposure and exploration, whilst at the same time
encouraging young Singaporeans to bring this learning and cultural enrichment back home.
They are generally not looking for escape in any case.
“I visited Tokyo last December during winter for “In 5 years, I hope that I would be, or have already,
about 10 days. I must say it was the most stayed overseas for a period of time. I would love to
interesting 10 days of my life. Tokyo definitely lives experience life in a difference country- immersing
up to its reputation as being one of the most vibrant myself in that culture.”
cities in the world. It is a vast metropolitan buzzing
with energy. It is a unique mash of the old and new, - Daniel, 25, Entrepreneur in online fashion retailing
traditional and cutting edge.”
- Daniel, 25, Entrepreneur in online fashion retailing
“Australia has remodeled me into a
completely different person - I am
definitely a more independent
individual, and my aspirations and
drive are derived purely from self.”
- Laura, 22, student in Australia

80. End