In 2024, Taylor Swift announced her largest world tour yet with Singapore as the only destination in Asia. Despite not being a sponsor or partner, Changi was able to stand out and steal the limelight as the hub for Swifties to gather.
Leveraging on one tweet from Taylor Swift 13 years ago about an old forest in the airport, Changi rallied fans to invite her to #SeeTheNewForest at Jewel, Changi. The rally was elevated with an indoor singalong – the largest of its kind to be hosted in an airport. From there, Changi became the hotspot for visiting fans from around the world, without even being a sponsor for the tour.