The inaugural **Bubbling & Boiling Music and Arts Festival** concluded successfully in Singapore on **September 17, 2025**. Supported by the **Singapore Tourism Board** and held at **Resorts World Sentosa**, this two-day event featured artists from China, Singapore, South Korea, the United States, and other regions, attracting a diverse audience of young music enthusiasts from across Asia and beyond.
This festival was more than just a musical gathering; it showcased how China’s new generation of cultural intellectual properties can merge with global resources. By doing so, it creates innovative pathways for the fusion of live entertainment and tourism. Mr. **Andrew Phua**, Chief Representative and Executive Director for Greater China at the **Singapore Tourism Board**, emphasized the significance of this collaboration. He stated, “Bubbling & Boiling is not just a festival — it reflects the rising wave of cultural consumption and experiential entertainment driven by China’s younger generation.”
The festival’s organizers, including **Vanessa Chen**, a Partner at **Sparkle Live Entertainment**, recognized the pressing need for large-scale events as regions globally strive to enhance consumer markets. Chen noted the importance of collaboration with official bodies in organizing complex music festivals, explaining, “The successful organization of large-scale music festivals serves as a vital window showcasing an improved business environment.”
This year’s festival marked **Bubbling & Boiling**’s first international appearance. The partnership with Resorts World Sentosa, one of Singapore’s most prominent leisure destinations, illustrated how a youth-centered Chinese festival brand can engage with a global audience. Attendees enjoyed high-quality performances while also experiencing the resort’s hotels, dining options, shopping, and entertainment. This cross-scene model of “live entertainment + tourism” aims to draw new generations of visitors from China and Southeast Asia.
Mr. **Lim Shien Yau**, Acting Assistant Vice President for Communications at Resorts World Sentosa, commented on the festival’s impact: “Festivals like Bubbling & Boiling bring a unique sense of festivity to the entire resort. We believe that the convergence of live performance, cultural IPs, and tourism is not just a trend, but a driving force for the future of integrated resort experiences.”
Youth engagement was a core focus of the festival. Over **85%** of attendees were from **Generation Z**, while more than **90%** of participants hailed from international backgrounds. The festival’s social media presence was significant, with related topics amassing over **200 million views**, affirming its status as one of the region’s most discussed cultural events.
Feedback from attendees highlighted the festival’s cultural richness. A student from the **National University of Singapore** remarked on the impact of the special Xiamen booth, describing the Hanfu and opera costume experiences as both fresh and immersive. Traditional **Minnan-style** games added a unique cultural dimension to the overall atmosphere.
In addition to the festival, a collaboration with **Xiamen Media Group** led to the establishment of the **BUBBLING&BOILING Salon**. This industry dialogue brought together cultural and tourism leaders from Singapore and China to explore new models for international collaboration in cultural tourism. **Zhang Chongshuo**, Founder of Sparkle Live Entertainment, highlighted Singapore’s role as a vital hub for cultural exchange, aiming to connect East and West.
As **Bubbling & Boiling** continues to develop, it seeks to serve as a bridge between global youth culture and international markets. The festival aspires to elevate the quality of content creation while pursuing cross-border and cross-industry opportunities. By providing a platform for innovative creators in music and the arts, it aims to unleash their creativity and showcase their work on an international stage.
