Shopee has appointed “culture icon” Phua Chu Kang, played by Gurmit Singh, as its first Singaporean brand ambassador.

The company said the partnership reflects Shopee’s commitment to support and unite local communities amidst the Covid-19 pandemic.

“Phua Chu Kang has always been a celebrated local icon and at Shopee, it was particularly meaningful for us to appoint an ambassador that creates a sense of oneness amongst local communities,” said Zhou Junjie, chief commercial officer at Shopee.

The brand ambassador appointment coincides with Shopee’s shopping 9.9 Super Shopping Day on September 9. As brand ambassador, Phua Chu Kang will join various marketing campaigns in Singapore, including appearances on Shopee Live.

“As a proud homegrown company, we believe Phua Chu Kang’s attributes parallel our deep understanding of Singapore and its culture,” Junjie said.