Milestones

The Speak Mandarin Campaign (SMC) was launched by then Prime Minister Mr Lee Kuan Yew in 1979. The task was to transform a deeply entrenched social-linguistic habit of Chinese Singaporeans who were long used to the speaking of dialects.

Year 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 Profession 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.

Year 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.

Year 2014

Speak Mandarin Campaign’s 35 Anniversary was launched by Prime Minister Lee Hsien Loong

The campaign produced a dual language commemorative book titled “A Mandarin Anchor in a Changing World / 华语。新时代

Co-organised the second Parent-Child Talent Competition with St Nicholas Girls' School and Thumbs Up.

Year 2013

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

Year 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.

Year 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.

Year 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.

Year 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.

Year 2007

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

Year 2006

Theme of Music, Movies, Metaphors.

Cool Speak in ST becomes Cheng Yu Cool.

Year 2005

Ambassadors included JJ Lin, Hossan Leong, Fanny Lai.

Launch of Cool Speak Guide.

Year 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

Year 2003

Campaign ambassadors included Tanya Chua, Kenny Yap.

Year 2002

Launch at annual World Book Fair.

Year 2001

Launch of Mandarin Festival.

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

Year 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.

Year 1999

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

Year 1998

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

Year 1997

Speak Mandarin Campaign webpage was officially launched.

Year 1996

Production of radio jingle.

Year 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.

Year 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.

Year 1991

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

Year 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.

Year 1989

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

Year 1988

The Campaign celebrated its 10th anniversary and focused on white collar workers. Ministry of Health developed a series of telephone Mandarin lessons on health education.

Year 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.

Year 1986

The Campaign moved to food and drink establishments.

Year 1985

Speak Mandarin Campaign focused on transport workers.

Year 1984

The target audience for the year was Chinese parents.

Production of Speak Mandarin Helps Brochure.

Year 1983

Mandarin was promoted at markets and hawker centres.

Production of "Dial for Mandarin" Booklet.

Year 1982

Speak Mandarin Campaign focused on promoting Mandarin at the workplace.

Year 1979

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