About LTA Move in Groove
Singapore Chinese Cultural Centre (SCCC) is delighted to partner with Land Transport Authority (LTA) on the Move in Groove (MIG) project for Chinese New Year (CNY) 2024.
SCCC hopes to leverage the spaces on our public transport network to share information on the distinctiveness of our local Chinese culture, and to bring festive cheer to commuters.
The partnership introduced SCCC’s CNY-themed character, BeLONG (a pun on the Chinese word for dragon, which in hanyu pinyin is phonetically spelled as “long”), to share how we celebrate CNY the SINGAPO人 Way through interesting information about the festival.
About BeLONG Artists
The artists for the designs are the team behind BeLONG’s Art Playground – the CNY art installation exhibition at SCCC Roof Garden, where BeLONG and his friends from the 12 zodiac highlight local CNY greetings, snacks and practices. Many of these foods and customs are distinctive to our local Chinese culture, which has been influenced by our multicultural society.
The design concept features BeLONG and the other animals in the Chinese zodiac to highlight that the festival is an occasion for family, friends and colleagues to get together and foster a sense of “belonging” in the community.
In designing for the MIG project, the artists also incorporated “easter eggs” into their artwork to engage commuters. For instance, at the wall mural of Shenton Way MRT station, one may find references to the story of the zodiac race, such as the pig falling asleep or the dog deciding to play in a pool of water.
CNY themes curated for each MRT line:
The design strategy for LTA’s ‘Moove in Groove’ Chinese New Year 2024 is for each of the MRT lines to feature different themes related to CNY.
| No. | Line | Representation |
| 1 | Thomson-East Coast Line (TEL) | Showcases an array of CNY snacks, their origins and symbolisms |
| 2 | Circle Line (CCL) | Highlights the auspicious customs and rituals in celebration of CNY |
| 3 | North-South and East-West Lines (NSEWL) | Features the common practices of CNY |
| 4 | Downtown Line (DTL) | Shares the activities for the first 15 days of CNY (e.g. house visits, savouring CNY goodies etc) |
| 5 | North East Line (NEL) | Presents the cultural symbols of CNY and auspicious CNY greetings |
Commuters can check out the MIG trains and buses from 26 January to 24 February 2024. They can also reach SCCC from Shenton Way, Tanjong Pagar MRT stations; and several buses plying Shenton Way to enjoy the many activities this Chinese New Year. There are free exhibitions such as BeLONG’s Art Playground and SINGAPO人 which are open daily; and the family-oriented Chinese New Year Family FUN event taking place from 26 January to 28 January 2024.
Image: Key Visual for Chinese New Year Family FUN
About CNY Family FUN
CNY Family FUN is a festive event jointly organised by Singapore Chinese Cultural Centre (SCCC) and Singapore Chinese Orchestra (SCO) for the public to enjoy our vibrant local Chinese culture in the heart of the Central Business District.
Get ready to celebrate the Year of Dragon with CNY Family FUN taking place from 26 to 28 January 2024 within the premises of SCCC and Singapore Conference Hall with 12 activities specially curated for families, children and seniors. The theme “Engaging Traditions” encourages visitors to engage with CNY traditions through interactive activities specially curated for families.
