For six decades, Nippon Paint Singapore (NPS) has grown alongside the nation, becoming a cherished brand in countless homes and on iconic city landmarks. As the company marks this anniversary in tandem with Singapore’s 60th birthday, the celebration is not just about products, but about the people who are the heart of its story. Many are surprised to learn that NPS was started by a Singaporean and still operates a factory in land-scarce Singapore. As Daniel Tay, Head of Marketing and Exports, explains, connecting the two milestones “makes the story close to home”.
A Story of Legacy and Future
Few have seen this journey as closely as Kathy Teo, a Senior Finance Executive who has been with NPS for an incredible 45 years. She reflects on the immense changes over that time. “One of the biggest transformations I’ve witnessed is how our processes have evolved from being completely manual to digital,” she recalls, thinking back to the days of handwritten bookkeeping. For her, a memory that captures the company’s spirit was a team gathering years ago. “It gave me a chance to meet and connect with colleagues from other departments,” she says. “That day captured the spirit of Nippon Paint Singapore for me—building strong relationships, fostering camaraderie, and creating moments that go beyond just work”.
While Kathy represents the company’s enduring legacy, chemists like Ivan represent its innovative future. He began as an intern and is now a full-time Chemist, drawn in by a culture of trust and exploration during challenging projects. “I valued the opportunity that my supervisor had given me to explore and design my experiments,” he shares, “which has deepened my technical knowledge and skills, hence affirming my decision to start my career here”. He credits the mentorship he received for his growth and is now paying that guidance forward. “I have also guided a few interns and have endeavoured to impart to them the same knowledge and skills that my mentors passed on to me”.
Crafting a Story 60 Years in the Making
A key part of the anniversary celebration was telling the NPS story in a way that would connect deeply with the public. “We reminded our customers and partners that we are a cherished brand that is part of the Singapore narrative,” explains Daniel Tay. The team achieved this through a brand story video with Mediacorp and a refreshed TVC featuring the return of the iconic Sumo wrestler mascot. The Sumo, Daniel notes, represents “strength, resilience, and agility”—attributes mirroring the 60-year journey of NPS. The campaign used a “blend of archival footage and testimonials to evoke nostalgia and brand affinity,” successfully increasing the brand’s Top of Mind awareness in Singapore from 75% to 80% this year.
Celebrating with Our Partners
The company’s journey has been a shared success, built on the immense support of partners and customers. The company brought this spirit of partnership to life at a special anniversary dinner for valued dealers and contractors. It was a heartfelt thank you to partners, some of whom “have been with Nippon Paint from its early days and are passing on the business baton to the next generation,” says Daniel Tay. To make the night truly memorable, a real (retired) Sumo wrestler made an appearance, creating a unique and exciting experience for all attendees.
Giving Back: The Soul of the Celebration
The heart of the 60th-anniversary celebration is the “Nippon Paint Gives Back” initiative. For Agnes Lim, a Marketing Manager deeply involved in CSR, these projects are about genuine connection. Whether running painting workshops for special needs students at Metta School or bonding with children from the Autism Association of Singapore, the goal is the same. “When we went out to serve the communities, it kept us grounded and put down our differences to impact lives,” Agnes says. The motivation, she reflects, is deeply personal. “What makes the heart cringe is that we were all once young and helpless, hoping for a lending hand. It makes the community services meaningful because we are now the ones helping and giving back”.
Beyond the workshops, the “Nippon Paint Gives Back” initiative reaches into the quiet corners of the community, where stories of resilience often go unseen. In celebration of SG60, and in partnership with organisations like Lions Befrienders, our teams brought warmth and colour into the homes of seniors like Mdm Har and honoured dedicated caregivers like Mdm Khatijah and Suresh Vanaz. For them, a freshly painted room or a new kitchen stove is more than just an upgrade—it is a feeling of being seen and supported, a reminder that a splash of colour can change more than just walls.
To see these powerful stories of community and care come to life, you can watch all the videos from the “Nippon Paint Gives Back” initiative HERE.
A Legacy that Endures
As the celebrations continue, the hope is for a legacy that endures. “I hope that everyone will remember the Nippon Paint Singapore Brand story,” Daniel says, “and that it becomes part of our collective consciousness even after my lifetime”. It is a vision perfectly echoed by Kathy Teo’s hope for the future: “To continue being a place where people feel valued, supported, and inspired to do their best—together”.
