Milestones

The Speak Mandarin Campaign (SMC) was launched by then Prime Minister Mr Lee Kuan Yew in 1979. The objective was to encourage Singaporean Chinese to use Mandarin instead of dialects.

Over the years, the SMC continues to encourage Singaporeans to embrace the use of Mandarin, and enjoy an appreciation for Chinese culture. The SMC aims to promote the capability and confidence of Singaporeans to use, practise and live the language in the relevant contexts.

2022

 
  • The tenth edition of the Speak Mandarin Campaign Family Talent Competition received 1,068 registrations, with Grand Finals taking place in-person for the first time since the Covid-19 pandemic.
  • Conducted an online programme – “What’s That Song?” with guests Joanna Dong, Alfred Sim, Tay Kexin, Ric Liu, PMC members Yang Jiwei and Xiaohan, hosted by Jeff Goh.
  • Co-organised the sixth Speak Mandarin Campaign “My Story” Public Speaking Competition with NoonTalk Media

2021

 
  • The ninth Speak Mandarin Campaign Family Talent Competition received a record breaking 1,010 registrations.
  • Conducted three online programmes – “A Delectable Discussion on Food Culture,” “Health is Wealth: A Conversation” and “Let’s Discover Mandarin!”, reaching out to youths through various lifestyle topics. Guests include Moses Lim, Daniel Ang of DanielFoodDiary, Dr Ho Nai Kiong, Vincent Ng, Giam Meng Tuck, Qiu Sheng Yang and the Chinese Hackers.
  • Co-organised the fifth Speak Mandarin Campaign “My Story” Public Speaking Competition with NoonTalk Media

2020

 
  • The eighth Speak Mandarin Campaign Family Talent Competition was held in the virtual format for Preliminary Round and Grand Finals.
  • Conducted the campaign’s first-ever online programme – “Speak Mandarin, Spark Creativity!” with guests Woo Yen Yen, Neo Hai Bin, Wang Shijia, Ben Hum and Liu Guan Yin, hosted by PMC member, Lee Ee Wurn.
  • Co-organised the fourth Speak Mandarin Campaign “My Story” Public Speaking Competition with NoonTalk Media

2019

 
  • Speak Mandarin Campaign 40th Anniversary Celebration was launched by Prime Minister Lee Hsien Loong. PM Lee unveiled a new slogan,“讲华语,我也可以。Speak Mandarin? Yes, I can.”
  • Organised the SMC 40 Carnival which featured a weekend of free Mandarin programmes for the public to enjoy.
  • Renamed the Speak Mandarin Campaign Parent-Child Talent Competition to the Speak Mandarin Campaign Family Talent Competition, and included participation from grandparents.
  • Co-organised the third Speak Mandarin Campaign “My Story” Public Speaking Competition with NoonTalk Media.

2018

 
  • The sixth Speak Mandarin Campaign Parent-Child Talent Competition was successfully held.
  • Co-organised the second Speak Mandarin Campaign “My Story” Public Speaking Competition with NoonTalk Media.
  • Conducted a Public Lecture "Mandarin and Chinese Culture: The Joys of Learning" with keynote speaker Man Shu Sum and panelists Diana Ser and Xiaohan.

2017

 
 
  • Inaugurated the Speak Mandarin Campaign “My Story” Public Speaking Competition, which provides a platform for students between 13 to 18 year old to share their own stories.

2016

 
 
  • Inaugurated pre-school category at the fourth Speak Mandarin Campaign Parent-Child Talent Competition.
  • Introduced a new series of immersion programmes, including Story Challenge Roadshows, Music Showcases.
  • Conducted a Public Lecture with Professor Yu Dan to inspire educators and parents in creating a positive learning experience for students and the younger generation.
  • Collaborated with Sun Yat Sen Nanyang Memorial Hall to present the Wan Qing CultureFest 2016.

2015

 
 
  • The third Speak Mandarin Campaign Parent-Child Talent Competition was successfully held.
  • Organised a series of popular storytelling sessions with the National Book Development Council of Singapore and National Library Board.

2014

 
 

2013

 
 
  • Jointly organised the Speak Mandarin Campaign Parent-Child Talent Competition with St Nicholas Girls' School and Thumbs Up.

2012

 
 
  • iHuayu 讲华语(商用), a bilingual mobile application with business-specific and Singapore terms was launched.
  • Introduced Speak Mandarin Campaign's new theme song, Shuo 《说》.
  • "Mandarin. It Gets Better with Use." Short Video Clip Contest.

2011

 
 
  • Speak Mandarin Campaign Theme Song Contest was launched.
  • The Chinese Challenge, with a focus on students in 2011. 6 students were selected to participate in the televised grand finals.

2010

 
 
  • Replay of television commercials featuring non-Chinese children speaking in Mandarin, challenging Singaporeans to be heard in Chinese. The commercials won MediaCorp's Viewer's Choice Awards 2009 and have been nominated for the 2010 Awards.
  • 2nd run of Yang Sheng series of talks about Eastern philosophies of health in both English and Mandarin.
  • The Chinese Challenge 2010, with an added Student's Category. A team of 2 students won 1st Runner Up in the televised Grand Finals.

2009

 
 
  • Speak Mandarin Campaign’s 30th Anniversary.
  • Series of "Be Heard" in Chinese television commercials featuring non-Chinese children speaking in Mandarin.
  • Yang Sheng series of talks about Eastern philosophies of health in both English and Mandarin.
  • The Chinese Challenge, a nationwide contest, with a series of quiz questions ranging from the language to Chinese history and popular culture.

2007

 
 
  • Theme of Sports, Culture, The Arts, Design & Lifestyle. 20 new activists, including Team Singapore sportsmen and other prominent personalities.

2006

 
 
  • Theme of Music, Movies, Metaphors.
  • Cool Speak in ST becomes Cheng Yu Cool.

2005

 
 
  • Ambassadors included JJ Lin, Hossan Leong, Fanny Lai.
  • Launch of Cool Speak Guide.

2004

 
 
  • Speak Mandarin Campaign’s 25th Year.
  • "华语 Cool" slogan was launched with Tan Swie Hian’s painting/calligraphy.
  • Ambassadors included Joi Chua (with song by Liang Wern Fu), choupijiang (臭皮匠).
  • Launch of "Cool Speak" in Straits Times, a series featuring personalities and their stories of using Mandarin.
  • Mandarin Movie Appreciation Series and Mandarin Moviethon held at Golden Village cinemas

2003

 
 
  • Campaign ambassadors included Tanya Chua, Kenny Yap.

2002

 
 
  • Launch at annual World Book Fair.

2001

 
 
  • Launch of Mandarin Festival.
  • Speak Mandarin Campaign Celebrities included Fann Wong, Tay Ping Hui, Sharon Au, Dasmond Koh.

2000

 
  • The Campaign was launched at the premiere of a Chinese movie “A Tale of the Sacred Mountain”.
  • The Mandarin Film Festival was the first film festival organised by the Promote Mandarin Council. It was held on 17-22 September at Golden Village Grand, Great World City. The Festival screened 12 critically-acclaimed films produced by some of China’s best producers and directors.
  • Singapore’s first Mandarin a cappella CD album entitled “A cappella Fanatix - Mandarin a cappella” was jointly produced by Young Musicians’ Society and Promote Mandarin Council.Singapore’s first Mandarin a cappella CD album entitled “A cappella Fanatix - Mandarin a cappella” was jointly produced by Young Musicians’ Society and Promote Mandarin Council.
  • The forum entitled “Mandarin for the Family” was held on 18 November. The speakers comprised educators who discussed teaching methods for the learning of Chinese, as well as well-known personalities who shared their experiences in learning Mandarin and using it both at home and in the office.
  • The Chinese Heritage Series, which comprises arts and cultural performances ranging from xinyao, hand puppet to Chinese orchestra was held at shopping malls.
  • SMC celebrities’ webchats – a series of webchats with well-known personalities was held.
  • A Speak Mandarin Campaign commemorative book entitled “Mandarin: The Chinese Connection”( 华人,华语,华文) was produced.
  • The first CD-ROM on learning Mandarin was produced. Entitled “Speak Mandarin? No problem!” (讲华语?没问题!), it is an interactive learning CD-ROM catering to adults who know basic Mandarin and have a desire to improve it.

1999

 
 
  • Four television commercials featuring well-known entertainment personalities were aired on TV to illustrate the slogan "Speak Mandarin. It's An Asset."

1998

 
 
  • The Committee to Promote Use of Mandarin was changed to Promote Mandarin Council to reflect its wider role in promoting Mandarin.

1997

 
 
  • Speak Mandarin Campaign webpage was officially launched.

1996

 
 
  • Production of radio jingle.

1995

 
 
  • The campaign launch featured a Chinese crosstalk performance and a skit by the cast of TCS sitcom, Under One Roof.
  • The Ministry of Education and Television 12 jointly organised the pre-university Mandarin debate series.

1994

 
 
  • Official launch of the campaign was held at the Shangri-la Hotel. The proceeds from the launch charity dinner was donated to National Arts Council to promote Chinese culture and arts.
  • Production of Transitlink farecards for sale to public.

1991

 
 
  • Campaign focused on Chinese Singaporeans, with increasing emphasis on those who received bilingual education.

1990

 
 
  • The Campaign targeted senior executives.
  • Ministry of Education, Singapore Telecoms and the then Ministry of Communications and Information jointly produced telephone Mandarin lessons on Chinese proverbs, which were published in Chinese newspapers too.

1989

 
 
  • Promotion of Mandarin was once again targeted at the Chinese community in general.

1988

 
 
  • The Campaign focused on white collar workers. Ministry of Health developed a series of telephone Mandarin lessons on health education.

1987

 
 
  • The Campaign moved to the shopping centres.
  • To encourage the use of Mandarin at the Zhongyuan Jie auctions, lessons were developed and transmitted by telephone throughout the festive month. A total of 640,000 calls were made. These lessons were repackaged on cassette tapes and distributed to the Zhongyuan Jie organisers.

1986

 
 
  • The Campaign moved to food and drink establishments.

1985

 
 
  • Speak Mandarin Campaign focused on transport workers.

1984

 
 
  • The target audience for the year was Chinese parents.
  • Production of Speak Mandarin Helps Brochure.

1983

 
 
  • Mandarin was promoted at markets and hawker centres.
  • Production of "Dial for Mandarin" Booklet.

1982

 
 
  • Speak Mandarin Campaign focused on promoting Mandarin at the workplace.

1979

 
 
  • The Speak Mandarin Campaign was launched by then-Prime Minister Lee Kuan Yew