Singapore-based experiential booking platform Seek Sophie is setting its sights on the international corporate events market, utilising its strong local B2B footprint to capture rising demand for authentic, culturally immersive corporate itineraries.
Currently, inbound corporate groups are estimated to contribute between 10 to 20 per cent of Seek Sophie’s overall corporate business. However, the platform views the sector as a natural extension of its established corporate teambuilding arm, which already counts tech and entertainment giants such as Meta, Google, Disney, and ByteDance as clients.
Speaking to TTGmice, Jacinta Lim, co-founder of Seek Sophie, noted that international corporate groups are increasingly moving away from traditional, sterile itineraries in favour of deeper local engagement.
“Singapore only feels boring if you experience it in the usual corporate way: convention centre, mall, hotel restaurant,” Lim said. “But the city is full of makers, storytellers, naturalists, and artisans who can show a very different side of the city. For teambuilding events, that is really powerful.”
To transition these niche, local experiences into a scalable format suitable for large-scale international business events groups, Seek Sophie is actively working with its network of hosts to adapt their operational models.
To achieve this scalability, the platform is implementing several growth strategies. This includes equipping hosts with format mobility to bring specialised workshops directly to a corporate group’s chosen venue or hotel ballroom, and providing end-to-end integration by bundling F&B options into experiential packages to streamline logistics for event planners. Additionally, Seek Sophie is focusing on gamification and scaling by injecting interactive, competitive elements into heritage and craft workshops, ensuring high engagement levels can be maintained even for larger delegate sizes.
Lim pointed to a recent outdoor puzzle hunt around Marina Bay as an example of this gamified approach. Chosen by a visiting corporate group whose overseas delegates specifically wanted to see Singapore’s iconic skyline, the interactive game allowed participants to actively explore the precinct and break through social barriers before heading into a multi-day conference.
And while iconic Asian experiences like dragon boating or walking tours led by ex-offenders in Chinatown remain popular for their high emotional payoff, there is a growing appetite for indoor cultural touchpoints, particularly among C-suite executives.
“We had a C-level team from a global travel company choose an indoor batik experience with a local artisan,” Lim shared, noting that even senior leaders who had lived in Singapore for years discovered something new.
“A good team experience should feel like travelling together, even if it is just for a few hours. When people discover something new side by side, they naturally connect in a different way.”
To further enrich its pipeline for visiting corporates, the platform is continually onboarding non-traditional suppliers, including urban farmers, private dining chefs, and ancient stone seal engravers.
