Singa the Kindness Lion was originally introduced as “Singa the Lion” in 1982 as the mascot for Singapore’s National Courtesy Campaign, with the aim of promoting courtesy and considerate behaviour among Singaporeans. The lion was chosen as a friendly, approachable symbol that could transcend racial boundaries and represent the “Lion City”.
In 2001, when the National Courtesy Campaign (NCC) was incorporated into the Singapore Kindness Movement (SKM), Singa became its official mascot. Over time, as SKM’s focus shifted from general courtesy to a broader message of kindness and graciousness, Singa’s role evolved to reflect this expanded mission.
The transition from “Singa the Lion” or “Singa the Courtesy Lion” to “Singa the Kindness Lion” was formalised after his brief “resignation” in 2013 – a campaign designed to spark national reflection on kindness. Singa was rebranded as Singa the Kindness Lion, now bearing a yellow gerbera (a symbol of appreciation) on his shirt instead of the earlier heart icon. This change highlights Singa’s embodiment of kindness, reinforcing his role as an ambassador for promoting positive social values and behaviours, and aligning the mascot more closely with SKM’s mission to nurture a kinder and more gracious society.
Today, Singa the Kindness Lion continues to engage the public through various campaigns, school programmes, and community events – serving not just as an ambassador of courtesy, but as a national icon for kindness and graciousness.