Quick Read
- SG Culture Pass has partnered with dating app Coffee Meets Bagel for a year-long collaboration, launched Feb 14, 2026, offering cultural-focused first dates.
- The partnership provides CMB users with priority access, discounts, and upgrades for select arts and culture events.
- SG Culture Pass credits can now be used for selected local movies at Golden Village Cinemas, valid until March 18, 2026.
- The initiative provides S$100 in cultural credits to Singaporeans aged 18 and above, valid through Dec 31, 2028.
- The Ministry of Culture, Community and Youth (MCCY) initiated these expansions to encourage wider cultural participation, especially among young adults.
SINGAPORE (Azat TV) – Singapore’s SG Culture Pass is significantly broadening its reach beyond conventional art and heritage institutions, with recent developments allowing its $100 cultural credits to be utilized for cinema tickets and facilitating arts-focused first dates through a partnership with a popular dating application. This strategic expansion by the Ministry of Culture, Community and Youth (MCCY) aims to deepen cultural engagement among young adults by integrating arts experiences into their social lives and leisure activities.
The initiative, which provides S$100 in cultural credits to Singaporeans aged 18 and above, valid until December 31, 2028, has seen over S$10 million redeemed since its launch on September 1, 2025. Notably, half of this usage comes from young adults aged 18–35, underscoring the government’s focus on this demographic. The new collaborations signal a proactive approach to make cultural participation more accessible and appealing to a wider audience, particularly those who might not typically frequent museums or classical concerts.
SG Culture Pass Embraces Dating App Integration
In a groundbreaking move, the SG Culture Pass has entered a year-long collaboration with Coffee Meets Bagel (CMB), a prominent dating application, launching a series of exclusive promotions on February 14, 2026. This partnership is specifically designed to encourage singles to plan unique arts and culture-focused first dates. CMB users can now access priority tickets, discounts, and upgrades for select cultural events, leveraging their SG Culture Pass credits.
The initial phase of the collaboration features 11 distinct offers, including priority seating for concerts like the Orchestra of the Music Makers Singapore’s Pixar In Concert and the Singapore Symphony Orchestra’s A Musical Box Of Chocolates. Other perks include a S$2 discount on admission to Haw Par Villa’s Hell’s Museum and an additional drink at the immersive dining experience Wonderland Upside Down. These curated experiences are intended to provide low-pressure, shared cultural activities as fresh alternatives to traditional dinner or café meetups.
Shn Juay, CEO of Coffee Meets Bagel, articulated the rationale behind the partnership, stating, “Cultural dates naturally slow things down. They create shared experiences, ease first-date anxiousness and open the door to richer, more thoughtful conversations.” The MCCY confirmed that this partnership was government-initiated, specifically to engage singles and boost arts participation, indicating an openness to similar collaborations with other dating apps and non-arts organizations. As of early 2026, CMB ranks as the second-most popular dating app among Singaporeans, with 42% of dating app users having tried it, according to a 2025 YouGov survey, making it an effective channel for the initiative.
Cinema Tickets Now Accessible with SG Culture Pass Credits
Further demonstrating its expansion beyond traditional cultural venues, the SG Culture Pass now allows credits to be used for selected movies at Golden Village (GV) Cinemas. This limited-time offer, valid until March 18, 2026, enables Singaporeans to redeem tickets for three specific local films: 3 Good Guys, Luck My Life, and Liang Po Po Vs Ah Beng. Each ticket, priced at S$16, can be effectively obtained for free by utilizing the cultural credits.
The redemption process is streamlined, requiring users to visit the SG Culture Pass website, search for “GV,” select their desired movie, and then purchase an “SG Culture Pass Everyday Movie e-voucher” via Klook. Subsequently, the e-voucher code can be used on the GV website to pick a movie and showtime. This offering is valid for all show dates and sessions, including public holidays such as Chinese New Year Eve, Day 1, and Day 2, and is available across all Golden Village cinemas, making local cinema more accessible to pass holders.
Broader Strategy for Cultural Engagement
These new partnerships with Coffee Meets Bagel and Golden Village Cinemas are indicative of a broader strategic shift by the MCCY to diversify the application of the SG Culture Pass. By moving beyond a narrow definition of culture, the initiative aims to make cultural experiences an integral part of everyday life for Singaporeans, particularly for the younger demographic that is highly active on digital platforms and seeks varied entertainment options. The government’s willingness to partner with commercial entities like dating apps and cinema chains reflects a modern approach to cultural policy, recognizing that accessibility and relevance are key to fostering sustained participation.
The expansion of the SG Culture Pass into realms like dating and mainstream cinema underscores a calculated effort by the Singaporean government to democratize cultural engagement, moving past traditional barriers and leveraging popular platforms to embed arts and heritage into the fabric of daily social interactions for its citizens.