From navigating the challenges of launching Singapore Comic Con post-pandemic to expanding the event’s reach, Michelle's vision as CEO has always been clear: to create a dynamic space where fans, creators, and brands can connect and share their love for pop culture. What is her secret sauce? We find out in this exclusive interview!
Q: Please give the readers a short introduction about yourself and Singapore Comic Convention (SGCC). What is your role? What is SGCC about?
I am the Founder & CEO of Generation Experience who organizes Singapore Comic Con. My role involves overseeing the strategic direction of SGCC and the team, ensuring that we deliver an unforgettable experience for our fans and attendees, and fostering collaborations with creators, exhibitors, guests and partners.
SGCC is about celebrating the diverse world of pop culture. We bring together comics, gaming, toys, cosplay, pop culture themed food and entertainment, creating a dynamic and interactive environment. Whether you’re a die-hard comic book fan, or someone who loves dressing up as your favorite character, SGCC has something for everyone.
Our goal is to create a space where fans can connect with their favorite creators, discover new and exciting content, and share their love for pop culture with like-minded individuals.
Q: One of the key highlights of SGCC is that the team highlights pop culture beyond western and Japanese anime genre sphere. For example, last year, the convention invited Tony Wong(黃玉郎), the godfather of Hong Kong comics. What special guest or genre can we watch out for this year?
At Singapore Comic Con, we pride ourselves on being a diverse celebration of pop culture, and we’re constantly looking to showcase talent from different regions and genres.
This year, we’re especially excited to welcome the legendary Khoo Fuk Lung(邱福龍), a pioneer in Hong Kong comics. He’s made a tremendous impact with his martial arts-themed comics and his work in the fantasy/action genre such as Dragon Tiger Gate《龍虎門》、Buddha's Palm《如來神掌》及Drunken Master《醉拳》, which is a significant part of the pop culture landscape in this region.
With these special guests, we’re continuing to celebrate a truly global pop culture community.
Q: Other than what is shared, what are the other highlights that attendees should be looking forward to for SGCC this December?
Lots of Product exclusives, brands, studio, tournaments will be at SGCC this year. Follow our social and lookout for details in our upcoming media release. Some exhibitors you can expect (just to name a few) Mighty Jaxx, Bandai, Three Zero, Bluey by BBC, Kasagi, Top Toy, Magic the Gathering, Bandai , Blokee, Simply Toys, 52 Toys by Gift Greetings, Lego by The Brickshop, Nickelodeon, Disney Store, Disney Cruise Line etc.
Q: We understand that SGCC is the spiritual successor of Singapore Toys, Games and Comic Convention. Why is there a change in name? How did you and your team approach the event differently from STGCC?
When we transitioned to SGCC, we approached the event with a broader vision. We wanted to create an all-encompassing celebration of pop culture that caters to a more diverse audience, from die-hard fans to casual attendees and family, and from local creators to global brands.
This meant not just expanding our exhibitor base, but also creating more family-friendly segments, and introducing and expanding new zones like our Pop Culture Food Zone and tabletop gaming.
Q: The first SGCC started right after the COVID pandemic. What are some of the concerns & challenges you had then? How has that changed since then?
Launching the first event right after the COVID-19 pandemic was a monumental challenge. At that time, our primary concern was ensuring the health and safety of our attendees, exhibitors, and staff. There was a lot of uncertainty about how comfortable people would be attending large-scale events again, and we had to adjust our plans accordingly by implementing strict health protocols, capacity limits, and creating hybrid options to accommodate those who couldn’t attend in person.
Another major challenge was re-engaging with the community. After two years of lockdowns and restrictions, people’s habits changed. Our focus was on reigniting the excitement of in-person events while being sensitive to the fact that the pandemic had impacted the way people interacted with each other.
Fortunately, our fans are eager to reconnect and experience live events. We've also strengthened our digital presence, becoming more active on social media platforms, so people can be a part of SGCC from anywhere, anytime.
Q: Looking back, what is your greatest accomplishment from the past SGCC events?
Reflecting on the past Singapore Comic Con events, my greatest accomplishment has been the incredible growth and evolution of the convention into a beloved and iconic cultural event in Asia. Witnessing the joy and excitement on the faces of our attendees, especially the younger generation, as they immerse themselves in the world of toys, comics, anime, cosplay and gaming has been incredibly rewarding.
Comicon is becoming a part of people’s lifestyle and affects the way we live, work and play.
Q: With a big scale event such as Comic Con, how do you coordinate between different teams of marketing, vendors, and operations?
Coordinating a large-scale event like Singapore Comic Con requires a seamless and integrated approach. We have established a robust communication framework that ensures all aspects— sales and marketing, guest management and operations—are aligned and working towards the same goals.
Teamwork is key to delivering a successful event. With fan, community, partners support and coupled with strong teamwork, we remain committed to create great experiences for the community with the community at every Singapore Comic Con.
Q: What is the biggest challenge for artists and creatives today in the arts industry in Singapore, and how has SGCC been supporting local creators?
While Singapore is home to a wealth of talent, many creators struggle with getting their work seen and appreciated on a larger scale. This is often compounded by limited opportunities for networking, mentorship, and funding. At Singapore Comic Con and Creators Con, we've made it a core mission to support local creators by providing a platform where they can showcase their talent to both local and international audiences. We do this through initiatives like the Artist Alley, where emerging artists can engage directly with fans, sell their work, and network with industry professionals.
We also have the W.I.P. Program, which aims to nurture the next generation of storytellers and creators in Singapore, helping them take strides toward their dreams of becoming professional creatives.
Q: Where can we get tickets to this year’s Singapore Comic Con?
You can purchase your tickets directly through SGCC 2024 Official Ticket Partner SISTIC website.
If you wish to find out more about the event, check out the SGCC 2024 official website
We’re also offering exclusive bundles and add-ons that you won’t want to miss, so be sure to check those out as well!
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