Singa The Kindness Lion

Singa the Kindness Lion

Evolution of Singa​

Singa The Kindness Lion - 1982
Singa The Kindness Lion - 2001
Singa The Lion - 2009
Singa The Lion - 2014

1982

When Singa first roared onto the scene 37 years ago as the National Courtesy Campaign’s (NCC) mascot, no one predicted that he would become such a familiar face and a household symbol.

Singa was designed to look warm, friendly and lovable. He was so relatable that two weeks after his introduction, NCC’s hotline was swamped with requests for Singa products, with some children even asking to speak to him!

2001

In 2001, the National Courtesy Campaign was officially subsumed under the Singapore Kindness Movement, which had been launched in 1997. Singa officially became SKM’s mascot, receiving a design update in the process.

His new look featured a red heart (adapted from the SKM logo) on his shirt, in place of the smiley face which had been NCC’s main icon.

2009

After 27 years of running around pants-less, Singa finally obtained a pair of green pants!

He later cheekily remarked, “I suppose people didn’t really think of me as a human initially, so they were okay with me walking around half naked. I guess they finally realised that even though I’m a lion, I was one of them, so they gave me a pair of pants to wear.”

2014

Singa received the most extensive re-design in 2014. He now sports a more modern design, a more “human” body shape, and a yellow gerbera, the symbol of appreciation, on his shirt.

While still featuring in branding and appearing in some SKM events and materials, notably those addressed to children and the young-at-heart, Singa’s role is now largely ceremonial. After all, a mascot can only represent kindness. But kindness itself comes from within. It’s up to us.

Singa The Kindness Lion - 1982

1982

When Singa first roared onto the scene 37 years ago as the National Courtesy Campaign’s (NCC) mascot, no one predicted that he would become such a familiar face and a household symbol.

Singa was designed to look warm, friendly and lovable. He was so relatable that two weeks after his introduction, NCC’s hotline was swamped with requests for Singa products, with some children even asking to speak to him!

Singa The Kindness Lion - 2001

2001

In 2001, the National Courtesy Campaign was officially subsumed under the Singapore Kindness Movement, which had been launched in 1997. Singa officially became SKM’s mascot, receiving a design update in the process.

His new look featured a red heart (adapted from the SKM logo) on his shirt, in place of the smiley face which had been NCC’s main icon.

Singa The Lion - 2009

2009

After 27 years of running around pants-less, Singa finally obtained a pair of green pants!

He later cheekily remarked, “I suppose people didn’t really think of me as a human initially, so they were okay with me walking around half naked. I guess they finally realised that even though I’m a lion, I was one of them, so they gave me a pair of pants to wear.”

Singa The Lion - 2014

2014

Singa received the most extensive re-design in 2014. He now sports a more modern design, a more “human” body shape, and a yellow gerbera, the symbol of appreciation, on his shirt.

While still featuring in branding and appearing in some SKM events and materials, notably those addressed to children and the young-at-heart, Singa’s role is now largely ceremonial. After all, a mascot can only represent kindness. But kindness itself comes from within. It’s up to us.

Origins and History of Singa the Lion

In 1982, Singa, the Courtesy Lion, was launched as the mascot for the National Courtesy Campaign with the slogan, “Courtesy is part of our tradition, it’s so nice to be courteous.”.

Launched in 1979 by Lee Kuan Yew, the first Prime Minister, the National Courtesy Campaign aims to “create a pleasant social environment, with Singaporeans considerate to each other and thoughtful of each other’s needs.”

Singa was initially created by a team of artists working under the then Ministry of Information & the Arts (MITA) – now known as the Ministry of Information, Communications and the Arts (MICA). Mr. Basskaran Nair, who was on the Council of the Singapore Kindness Movement, headed the National Courtesy Campaign in its early years.

Singa, the golden lion with a bright and welcoming smile, was finally selected only after more than a hundred revisions. Singa’s debut during a time where most campaigns were slogan-driven paved the way for other mascots to be introduced into various public campaigns.

In 1997, in response to the then Prime Minister Goh Chok Tong’s call for Singapore to become a gracious society, the Singapore Kindness Movement was launched. It was then that the National Courtesy Campaign was naturally folded into the new Kindness Movement. Indeed, kindness emanates from the heart, and courtesy is the outward expression of that kindness.

Singa The Lion

Present Singa

With the National Courtesy Campaign subsumed under the Singapore Kindness Movement, Singa naturally became the official mascot of the Singapore Kindness Movement and has been incorporated into the Singapore Kindness Movement’s logo. Singa is now associated with the values of kindness and graciousness which the Singapore Kindness Movement seeks to inspire and inculcate. His look has since been refreshed since 2014 and he is now known as the Singa the Kindness Lion.

Singa the Kindness Lion, the familiar icon associated with courtesy that most Singaporeans grew up with, is now rebranded with the kindness heart in place of the courtesy smiley bringing courtesy and kindness together to foster a more gracious society. He holds up a yellow gerbera, which is a symbol of appreciation, an important value in the kindness family of values.

Singa remains the iconic lovable mascot of the Singapore Kindness Movement. He is featured in the many collaterals, videos and publications of Singapore Kindness Movement. In recent years, Singa is also re-visualized in Kindsville videos and Kindsville Times, where the younger Singa is busy fostering kindness and graciousness with his friends, Tosh, Kalle, Tomeo and Sher. He can still be relied upon to help us achieve our public goal – a kind and gracious Singapore. In the new normal, the emphasis now shifts to Singaporeans, who are called upon to channel their inner Singa and spread kindness in a more intentional way.

Singa the Kindness Lion at Work

Singa has been made into a host of items ranging from badges, stickers, documentaries, jingles, songs, figurines, posters and banners, debates, contests, talks, exhibitions, courtesy courses, leaflets, handbooks and pamphlets. Singa soon became a familiar face with regular appearances in community events and advertising campaigns. Till this date, Singa appears in the public as and when it is called upon to do so.

Adopt a Singa Bench

SKM works with various organisational partners to place Singa benches all around Singapore, which serves as visual reminders to reinforce kindness and graciousness in our society.

Adopt a Singa bench by submitting your request here.

Find a Singa bench near you!

Find out how to adopt a Singa bench by submitting your request here.

1 Bench:

  • Anglo-Chinese School (Junior): 16 Winstedt Rd, Singapore 227988
  • Alexandra Park Connector: 110 Alexandra Rd, Singapore 159921
  • Ang Mo Kio Town Garden West: Ang Mo Kio Ave 6, Singapore 567740 (Opposite Ang Mo Kio Town Library)
  • APSN Chaoyang School: 10 Ang Mo Kio Street 54, Singapore 569184
  • Balestier Hill Primary School: 565 Balestier Rd, Singapore 329927
  • Commonwealth Park: Commonwealth Dr
  • Geylang West CC: 1205 Upper Boon Keng Rd, Singapore 387311
  • Global Indian International School (Queenstown): 1 Mei Chin Road, Singapore 149253, Singapore
  • Jacob Ballas Children Garden: 481 Bukit Timah Rd, Singapore 259769
  • Lee Kong Chian Gardens School: 802 Margaret Dr, Singapore 149311
  • Leng Kee CC: 400 Lengkok Bahru, Singapore 159049
  • Potong Pasir CC: 6 Potong Pasir Ave 2, Singapore 358361
  • Raffles Girls School: 2 Braddell Rise, Singapore 318871
  • Scouts Headquarters: 1 Bishan Street 12, Singapore 579808
  • Teck Ghee CC: 861 Ang Mo Kio Ave 10, Singapore 569734
  • Thomson CC: 233 Bishan Street 22, Singapore 570233
  • United Engineers Limited: 12 Ang Mo Kio Street 64, Singapore 569088
  • Yio Chu Kang CC: 50 Ang Mo Kio Street 61, Singapore 569163

2 Benches:

  • Singapore Botanic Gardens: 1 Cluny Rd, Singapore 259569
  • Fort Canning: River Valley Rd, Singapore 179037
  • Kolam Ayer CC: Geylang Bahru Ln, Singapore 339631
  • Hwi Yoh CC: 535 Serangoon North Ave 4, #01-179, Singapore 550535
  • Jalan Besar CC: 69 Jellicoe Rd, Singapore 208737
  • Bishan CC: 51 Bishan Street 13, Singapore 579799

1 Bench:

  • Anchorvale CC 59 Anchorvale Rd, Singapore 544965
  • Casuarina Primary School 30 Pasir Ris Street 41, Singapore 518935
  • Kaki Bukit CC 670 Bedok North Street 3, Singapore 469627
  • Paya Lebar Kovan CC 207 Hougang Street 21, Singapore 530207
  • Paya Lebar Wellness Center 112 Hougang Ave 1, Singapore 530112
  • Tampines Central CC 1 Tampines Walk, #04-04 Our Tampines Hub, Singapore 528523

3 Benches:

  • Punggol 21 CC 80 Punggol Field, Singapore 828815

4 Benches:

  • Punggol CC 3 Hougang Ave 6, Singapore 538808

1 Bench:

  • Bukit Timah CC: 20 Toh Yi Dr, Singapore 596569
  • Fuchun CC: 1 Woodlands Street 31, Singapore 738581
  • Sembawang CC: 2125 Sembawang Rd, Singapore 758528
  • St Magaret Secondary School: 111 Farrer Rd, Singapore 259240
  • Ulu Pandan CC: 170 Ghim Moh Rd, Singapore 279621
  • Westview Primary School: 31 Senja Rd, Singapore 677742

2 Benches:

  • Woodlands CC: 1 Woodlands Street 81, Singapore 738526
  • Yew Tee CC: 20 Choa Chu Kang Street 52, #01-01 Community Building, Singapore 689286

3 Benches:

  • Marsiling CC: 100 Admiralty Rd, Singapore 739980

4 Benches:

  • Bukit Panjang CC: 8 Pending Rd, Singapore 678295

1 Bench:

  • Global Indian International School (Balestier): 82 Cheviot Hill, Singapore 459663
  • Fengshan CC: Blk 187B Bedok North Street 4, #01-52, Singapore 462187
  • Bedok CC: 850 New Upper Changi Rd, Singapore 467352
  • NAFA Arts Preschool (East Coast Campus): 511 East Coast Rd, Singapore 429064
  • Bedok Green Primary School: 1 Bedok South Ave 2, Singapore 469317
  • Canossia School: 1 Sallim Rd, Singapore 387621
  • Towner Garden School: 1B Lengkong Lima, Singapore 417557
  • APSN Katong School: 900 New Upper Changi Road, Singapore 467354
  • Siglap South CC: 6 Palm Rd, Singapore 456441

2 Benches:

  • Road Safety Park: 910 ECP, Singapore 449889

1 Bench:

  • Bukit Batok East CC: 268 Bukit Batok East Ave 4, Singapore 650268
  • Fuhua Secondary School: 5 Jurong West Street 41, Singapore 649410
  • Star Vista: 1 Vista Exchange Green, Singapore 138617

3 Benches:

  • Hort Park: 33 Hyderabad Rd, Singapore 119578:
  • No customisation is allowed e.g. placing the organisation’s logo on the bench, changing Singa’s t-shirt or colour of the bench.
  • Benches are free of charge unless there are requests for customisations of the bench i.e. personal kindness quote, bench colour, adding of logo. However, Singa must remain untouched.
  • Partners can choose from a list of kindness quotes that will be provided by SKM.
  • Maintenance work for the Singa bench needs to be done to ensure the quality of the bench and image of Singa is properly reflected will be undertaken by SKM.

Singa Mascot Loan

Send us your request here.
  • Events must include messages or promotion of any elements of kindness.
  • Event organiser is to source and arrange their own talent as SKM only provides the mascot suit.
  • Singa must not be seen endorsing or handing out branded goodies.
  • Refundable cash deposit of S$200/- is required upon collection of the suit. The deposit will be returned when the suit is brought back to Mascot enterprise in good condition.
  • A cleaning fee will be applicable for mascot usage longer than 8 hours per day.
Singa The Kindness Lion - Friend Of Singa

Usage Rights

The image of Singa the Kindness Lion and the word ‘Singa’ are the registered trademarks of the Singapore Kindness Movement. The use of the trademarks are subjected to conforming to the Singapore Copyright Act (Chapter 63) and has to be approved by the Singapore Kindness Movement.

Send us your request here.

  • Singa must not be used in a way that is detrimental, harmful or damaging, to the value of SKM, its integrity, reputation or goodwill, such as use in connection with products, services or other content that is vulgar or obscene, includes statements concerning SKM or Singa that are libellous, slanderous or otherwise defamatory.
  • Editing and modifying the features of Singa is not permitted without the written permission of SKM.
  • The event or campaign must be tied with appropriate messages of kindness.
  • The latest version of Singa must be used in campaign visuals.
  • All campaign visuals must be approved by SKM.
  • “Supported by SKM” and the SKM logo is to be included in all marketing collateral.

About Kindsville Cubbies

Kindsville is where Singa and the Kindness Cubbies live. The Kindness Cubbies encompass Singa, Kalle, Sher, Tomeo and Tosh where they inspire and teach young children lessons of respect, compassion and kindness in school and at home.
Singa The Lion & Kindness Cubbies