新加坡即将迎来60周年国庆，其中一场引人注目的变化是Shopee组成的平民方阵加入国庆阅兵。往年阅兵以军乐队、青少年组织等平民方阵结尾，今年新增18个社会经济团体，包括DBS银行和Grab。Shopee不仅参与游行，还与政府合作推出免费国旗兑换活动，引发市民热情响应。阅兵地点选在象征性的市政广场，庆祝活动规模扩大，飞机数量增多。

🚩平民方阵传统：新加坡国庆阅兵传统上在军队和青年组织后，安排平民团体游行，表彰社会组织与企业的贡献，增强国家认同。

🛒电商新秀：Shopee自2022年首次组方阵后，今年更进一步，联合政府推出免费国旗兑换活动，通过线上线下互动强化品牌与国民情感的连接。

🏙社区共鸣：Shopee国旗兑换活动带动街道悬挂国旗热潮，凸显电商企业从经济参与者升级为社区文化共建者的角色，为国庆增添民间色彩。

🛩活动升级：60周年庆典阅兵规模扩大，飞机数量增加，市政广场作为核心场地，象征国家凝聚力与现代化发展成果的集中展示。

📊品牌策略：Shopee通过参与阅兵和公益营销，不仅提升品牌形象，更借助国庆契机，实现商业价值与社会责任的协同增长。

Two weeks from now marks Singapore’s 60th birthday with a grand National Day Parade (NDP). During last week’s NDP rehearsal, in addition to the usual display of armed forces’ aircraft, tanks, and cheerful citizens, there was an unexpected sight… a Shopee contingent:

Every year on 9th August, Singapore celebrates National Day with the NDP. The celebration includes a parade, parachute performances, aerial displays featuring fighter jets, helicopters, refueling planes, and early warning aircraft, and a massive fireworks show that residents can enjoy around Marina Bay in downtown Singapore. Before National Day, several rehearsals are also held—meaning people can enjoy planes, tanks, and fireworks for multiple weekends in a row.

This year marks the 60th anniversary of Singapore’s independence, so the celebration (and all rehearsals) are being held at the Padang, the symbolic civic square in front of City Hall. Other events have also been scaled up—for example, there are far more aircraft than in previous years.

The Shopee contingent was part of the civilian contingents segment, appearing after the armed forces and youth organizations in the parade lineup. This year, 18 local social and economic groups formed the civilian contingents to join the march, including well-known companies like DBS Bank and Grab.

Social and economic groups have participated in the parade for many years. After the military marches through the Padang, important social organizations and companies are invited to appear, as a way for the Singapore government to highlight the contributions of civil society and businesses to national unity and economic development.

Grab first formed a contingent for the parade in 2022. Shopee’s involvement this year goes beyond just marching: the government has partnered with Shopee to launch an initiative where every Singapore citizen or permanent resident can redeem a free national flag on Shopee. Walking down the streets of Singapore, seeing flags hanging from residential buildings—how many of them came from Shopee?

(We ran a poll to find out what our Chinese readers think of the Shopee contingent. Here are the results.)

The post Shopee to send contingent marching after troops on Singapore’s National Day first appeared on The Low Down - Momentum Works.