SG Culture Pass | GovTech Singapore Product Portal

Delivering a S$300M, multi agency, nationwide campaign in just 11 months

Impact at a Glance

10+

GovTech products working together seamlessly

11 Months

Total time to launch a multi-agency campaign

S$1.8 million

Credits utilised within 2 weeks of launch

2,300+

Event applications centralised and seamlessly processed

The Challenge

Fragmented Experiences & Legacy Bottlenecks

To revitalize the arts and heritage sector, MCCY, alongside NAC and NHB, needed to distribute S$300 million in credits to 3 million citizens. The existing ecosystem was highly fragmented while building a new solution with external vendors would like be slower and more expensive

For Citizens
- Fragmented Experience and Low Engagement: Events were scattered across hundreds of websites and event organisers. Data shows many citizens had not attended an arts and heritage event in over five years.
For Organizations
- Scalability and Integration: Event organizers lacked a centralized platform to reach citizens at scale while commercial ticketing partners feared that joining a national scheme would disrupt their existing business models or require costly IT integrations.

The Solution

A Unified Ecosystem

By leveraging GovTech’s "Power of One" approach, multiple specialised teams collaborated to deliver a cohesive, high-performance experience in record time.

The Discovery Portal

A centralized GoWhere website allowed citizens to easily discover over 500 eligible events with Singpass ensuring a secured and seamless login while SearchSG, AskGov, and Oobee guaranteed precise searchability, instant support, and strict digital accessibility.

The Transaction Engine

GovWallet handled the complex disbursement of credits. Seamlessly integrating with major ticketing platforms — covering 90% of the market—without forcing vendors to rebuild their infrastructure while supporting credit card and PayNow top-ups.

The Operations Hub

To handle the massive influx of applications from event organizers, FormSG was deployed with Ownself Gather as a unified case management, processing over 2,300 applications efficiently.

Communication & Security

Targeted SMS alerts to eligible citizens were handled by Postman while AHEAD, StackOps and WOGAA provided real-time system monitoring in the background. GovTech’s Cybersecurity Group ensured the S$300M platform was ironclad by default.

The Results

Unprecedented Scale at Record Speed

From fragmentation to unification - GovTech turned a complex logistical challenge into a gold standard for digital service delivery. Within the first two weeks of launch, citizens' adoption resulted in utilisation of over S$1.8 million in credits. The seamless user journey not only won the DSA Award for Best Usability, it fundamentally shifted citizen behaviour. By providing the secure foundation, GovTech enabled MCCY to focus entirely on their mission: bringing the arts back to Singaporeans.

“Encouragingly, nine in 10 SG Culture Pass credit users express willingness to engage with cultural offerings beyond the programme.”

Mr David NeoActing Minister for CultureCommunity and Youth

“Powered by GovTech’s suite of products and teams, SG Culture Pass is facilitating a movement for people to head out with their loved ones to appreciate and support Singapore’s vibrant arts and culture”

Mr Victor AngChief Information OfficerNational Arts Council (NAC)

“Its immediate boost is significant and draws in audiences who might otherwise never have thought of coming to the theatre. The key to turning a spark of curiosity into long-term interest.”