Singapore refreshes international brand position with launch of “When You’re Ready” campaign

The Zero Parlour debuts at Climate Week NYC as the first major activation of MTI’s new campaign, bringing people together to tackle shared challenges through conversation and collaboration.

Singapore, 22 September 2026 – The Ministry of Trade and Industry (MTI) today launched “When You’re Ready”, a refreshed international branding campaign that signals Singapore’s ambition to build a better world with businesses and talent who share our values. As part of the initial phase of the campaign, MTI is launching The Zero Parlour in New York – a space for people to connect, exchange ideas and explore solutions to shared climate challenges at Climate Week NYC from 21 to 23 September 2026.