Founder · Axis Group Asia  /  Co-founder · Culture CartelAxis Group Asia 创办人 / Culture Cartel 联合创始人

Jeremy
Tan

Building the Culture.
Bridging the Community.
筑造文化,连接社群。

Show producer turned founder. Twenty-odd years making brands, artists and street culture come alive across Asia — from backstage to the main stage.从演出后台起步的制作人,后来成为创办人。二十多年来,在亚洲各地把品牌、艺人和街头文化搬上舞台。

Jeremy Tan at Culture Cartel
20+years in events & shows年活动与演出经验
10+markets, plus two shows in Paris个国家和地区,另在巴黎做过两场
2018co-founded Culture Cartel联合创办 Culture Cartel
5languages种语言

The Story我的故事

From a BMX and a small shop to the main stage.从一辆 BMX、一家小店,一路走到主舞台。

I grew up with a BMX. Street culture was never a trend to me — it was the neighbourhood. Before I ran a company, I ran a small shop called Tinted at Queensway Shopping Centre, the same mall where some of Singapore's sneaker legends got their start.

我是玩 BMX 长大的。街头文化对我来说从来不是潮流,就是我的日常。在开公司之前,我在 Queensway Shopping Centre 开过一家叫 Tinted 的小店,新加坡好几位球鞋圈的传奇人物也是从这座商场起步的。

I started in this industry as backstage help. I learned how a show really works from the floor up: the load-ins, the cues, the things that go wrong at 2 a.m.

我入行时是在演出后台打杂,从最底层学会了一场秀到底是怎么运转的:进场搭建、走流程、凌晨两点突然出状况。

Since then I've produced shows in Singapore, Thailand, Malaysia, Korea, China, Macau, Indonesia, Vietnam, Taiwan and Hong Kong — and twice in Paris. I'm still keen to learn, explore and collaborate. Together we go further.

后来,我在新加坡、泰国、马来西亚、韩国、中国大陆、澳门、印尼、越南、台湾和香港做过演出,也去巴黎做过两次。我依然想学、想探索、想合作。一起走,才能走得更远。

  1. 2007–2010
    Creative Director / Show Producer, One Werks
    One Werks 创意总监 / 演出制作人
  2. 2011–2016
    Managing Director, Mercury Events
    Mercury Events 董事总经理
  3. 2014
    Haig Club launch with David Beckham, Singapore
    新加坡 Haig Club 发布会,David Beckham 出席
  4. 2015–2017
    Mega shows in China — a cruise liner launch in Shanghai, fashion weeks built from scratch
    在中国做大型演出:上海邮轮下水发布,从零搭建时装周
  5. 2016
    Founded Axis Group Asia
    创办 Axis Group Asia
  6. 2018
    Co-founded Culture Cartel with Mandeep Chopra, Douglas Khee & Dave Chiam
    与 Mandeep Chopra、Douglas Khee、Dave Chiam 联合创办 Culture Cartel
  7. 2019
    18,000 fans; first overseas pop-up in Jakarta
    现场 1.8 万人;首个海外快闪落地雅加达
  8. 2020
    Culture Cartel goes online — ~70,000 tune in
    改为线上举办,约 7 万人观看
  9. 2022–2025
    From *SCAPE to Singapore EXPO — "ICONS Uprising"
    从 *SCAPE 搬到新加坡博览中心,第五届主题"ICONS Uprising"
  10. 2027
    Culture Cartel × The Wicked Wallop · 15–17 Jan · Sands Expo & Bayfront
    Culture Cartel × The Wicked Wallop · 1 月 15–17 日 · 金沙会展中心与海湾活动空间

The Work作品

Selected projects by Axis Group Asia, the creative & experiential agency Jeremy founded in 2016.以下精选的是 Axis Group Asia 的项目。Axis 是 Jeremy 2016 年创办的创意与体验营销公司。

LASALLE Graduation Show runway inside an MRT station
2026 · Singapore

LASALLE Graduation Show

A fashion show staged inside an unopened MRT station — the final green light came less than a month before showtime.

在一个还没开通的地铁站里办时装秀,离演出不到一个月才拿到最终批准。

Concept & PlanningShow Production & ChoreographyTalentLogistics
Gran Turismo 7 launch
2022 · Singapore

Sony PlayStation Gran Turismo 7

Ten Square on Selegie Road became a giant supercar vending machine — one of Southeast Asia's most talked-about outdoor stunts, with 42 in-game supercars brought to life.

把实里基路的 Ten Square 改成一台巨型超跑自动贩卖机,把游戏里的 42 辆超跑做成实物展出,是东南亚当年讨论度最高的户外广告事件之一。

OOH StuntVirtual + Live Activation
Haig Club launch with David Beckham
2014 · Singapore

Haig Club × David Beckham

A whisky launch with one of the world's most recognised faces.

一场威士忌发布会,请来全球最有辨识度的面孔之一。

CreativeArtiste ManagementShow Calling
Skechers TRX Exchange store opening with Cha Eun-woo
2024 · Kuala Lumpur

Skechers × Cha Eun-woo

A store opening at The Exchange TRX that turned fandom into foot traffic.

在吉隆坡 The Exchange TRX 办门店开业活动,把粉丝热度变成进店人流。

Artiste ManagementFashion ShowSpatial Design
PUMA Car Club SEA launch with Choo Sung Hoon
2023 · Malaysia

PUMA Car Club × Choo Sung Hoon

Led by "Sexyama" himself — a 360° launch across pre-event, show night and post-event.

由秋山成勋亲自领衔,预热、发布当晚、活动后传播三段式 360 度整合执行。

CampaignImmersive ExperienceShow Calling
H. Moser & Cie x Pierre Gasly
2025 · Singapore

H. Moser & Cie × Pierre Gasly

Haute horlogerie meets Formula 1 — main-stage design, LED animation and show management.

高级制表遇上 F1 车手:主舞台设计、LED 动画和演出管理。

Stage DesignLED AnimationShow Management
Tatler Best awards night
2026 · Singapore

Tatler Awards

Talent and music direction for Tatler's awards night.

为 Tatler 颁奖之夜负责艺人和音乐。

TalentMusic Direction
LOTI Fashion Week China
2017 · China

LOTI Fashion Week

One of several fashion weeks built and run from scratch — runways, show calling and logistics.

从零搭建并运营的多届时装周之一:秀场、现场调度和后勤。

Event ManagementShow Calling
Tiffany & Co.RolexCartierDiorChanelCoachKate SpadePUMAASICSadidasSonyDysonMercedes-BenzAudiThe MacallanMoët HennessyvivoOPPO

Ventures事业

Co-founder · since 2018联合创始人 · 2018 年至今

Culture Cartel

In 2018, there was no single place in Asia where art, toys, tattoos, sneakers and cars met. So we built one — Asia's first all-encompassing street culture convention.

2018 年,亚洲还没有一个能把艺术、潮玩、纹身、球鞋和汽车放在一起的地方,所以我们自己做了一个:亚洲第一个综合性的街头文化节。

Still run by people who "all have day jobs" and do this "because we're passionate."

主办的这群人"都有自己的正职",做这件事"是因为热爱"。

culturecartel.com · 15–17 Jan 2027 · Sands Expo & Bayfront Event Space

Founder · since 2016创办人 · 2016 年至今

Axis Group Asia

An end-to-end creative & experiential agency — branding, events, production, artists and content across Southeast Asia and beyond.

一家端到端的创意与体验营销公司,在东南亚及更远的市场提供品牌、活动、制作、艺人和内容服务。

Creative in Nature. Relentless in Execution.

axisgroup.asia

"I dreamed about doing this for three years."

— Jeremy Tan on founding Culture Cartel · Style on the Dot, 2018

Thoughts观点

What Jeremy has said about street culture, community and building things — from the press, 2018 to now.2018 年至今,Jeremy 在媒体上谈街头文化、社群和做事的方法。

2018

Why Culture Cartel had to exist为什么一定要有 Culture Cartel

Before 2018, Singapore had plenty of fairs for sneakers, tattoos, toys or art — but each was niche, scattered across the map and the calendar. Jeremy's idea was simple: put every corner of street culture under one roof, for one weekend.

2018 年以前,新加坡的球鞋、纹身、潮玩、艺术展各办各的,圈子小,时间地点也分散。Jeremy 的想法很简单:把街头文化的各个圈子放到同一个屋檐下,办一个周末。

Everyone under the street culture umbrella will converge… to communicate, collaborate, and create. Buro 24/7 Singapore →
2018

Nothing gets built without friends没有朋友,什么都做不成

A BMX kid who once ran a shop called Tinted at Queensway, Jeremy spent three years dreaming up Culture Cartel — then built it with three friends: Mandeep Chopra, Douglas Khee and Dave Chiam.

玩 BMX 长大、在 Queensway 开过 Tinted 小店的 Jeremy,把 Culture Cartel 在心里想了三年,最后和三位朋友 Mandeep Chopra、Douglas Khee、Dave Chiam 一起把它做了出来。

You need people to support your cause, without friends you cannot succeed. Style on the Dot →
2022

Take the culture to the heart of town把文化搬到市中心

After a pandemic pause, the fourth edition moved to *SCAPE on Orchard — on purpose. A central venue isn't just convenient for fans; it lets people who have never met street culture walk in and discover it.

疫情停办一年后,第四届特意搬到乌节路的 *SCAPE。办在市中心,不只是方便老粉丝,更是让从没接触过街头文化的人也能顺路走进来。

Give the uninitiated masses the opportunity to discover… the exciting multi-faceted street culture. Harper's Bazaar Singapore →
2025

More than a convention不只是一场展会

By the fifth edition — "ICONS Uprising" at Singapore EXPO — Culture Cartel had become a gathering point for a community, and a launchpad for brands and artists showing their work for the first time.

到了第五届"ICONS Uprising"(新加坡博览中心),Culture Cartel 已经成了一个社群的聚会,也是新品牌和新艺术家第一次亮相的舞台。

A celebration of our shared love for street culture as we come together to inspire and be inspired. ELLE Singapore →
2026

Passion, not a day job靠的是热爱,不是正职

Even with SPH Media on board and a 2027 edition at Sands Expo, the team behind Culture Cartel is still small — and still in it for the love of the scene.

即使有了 SPH Media 做媒体伙伴、2027 年要进金沙会展中心,Culture Cartel 背后依然是一个小团队,做这件事靠的还是对这个圈子的热爱。

We all have day jobs. This is something we do because we're passionate. Bakchormeeboy →
2026

Shaping street culture's story in Asia讲好亚洲街头文化的故事

Teaming up with The Wicked Wallop brings custom bikes and car culture into the mix. The goal: cultural exchange across the region, and a bigger stage for Asian talent.

和 The Wicked Wallop 合作,把改装摩托和汽车文化也带进来。目标是推动区域之间的文化交流,给亚洲本土人才更大的舞台。

Culture Cartel has always been about the culture. We dive deep into the community. Bakchormeeboy · Alvinology →

Press媒体报道

Let's Connect一起聊聊

Brands, artists, collaborators — together we go further.品牌、艺人、合作伙伴,欢迎来聊。一起走,才能走得更远。