The Gen XY Lifestyle
Lost To Be Found: Chen Xi and Geneco Use Art to Navigate Mental Wellness in SG60 Campaign
In a nation celebrating sixty years of progress, a new campaign reminds us that losing our way can be the beginning of finding something deeper
Singapore’s 60th birthday is a moment of national pride. But for many young people, it’s also a time of quiet reckoning — with identity, purpose, and mental wellness. That’s the heart of Lost To Be Found, a new campaign by Geneco in collaboration with local actor and artist Chen Xi, launched in conjunction with National Day.
Through six evocative black-and-white illustrations and an immersive video journey, the campaign explores what it means to feel lost — and why that may be exactly where self-discovery begins.
Art as a Mirror for Mental Health
Set against Singapore’s greenscapes, from the Botanic Gardens to Pulau Ubin, Chen Xi’s illustrations trace emotional waypoints in a journey of uncertainty, reflection and growth. His Asian Art Nouveau style blends Peranakan motifs with flowing forms, inviting viewers to project their own stories onto each scene.
“There were times when I felt I had to keep everything together,” Chen Xi shared. “But I’ve learned the most about myself during the moments I felt most unsure. This collection is about those moments — not showing people where to go, but capturing what it feels like when you don’t have the answers.”
The journey begins with the Tembusu tree — a symbol of resilience and national identity — and culminates at Puaka Hill, where stillness and perspective offer clarity. The accompanying infinite-loop video connects these scenes into a seamless emotional arc.
A Generation Under Pressure
According to the Institute of Mental Health’s 2024 survey, nearly one-third of youths aged 15 to 35 in Singapore reported symptoms of depression, anxiety or stress. Yet only 20 percent turned to professional help, citing stigma and fear of judgement.
“This is a generation navigating academic pressure, social media overload, and shifting expectations,” said Alex Chan, Head of Brand, Communications and Marketing at Geneco. “We created this campaign to say: it’s okay to be not okay. Life is a process of learning and rediscovery.”
Building a Community of Support
Geneco’s commitment goes beyond art. The brand is renewing its Singapore dollar 10,000 donation to Beyond the Label, a national movement co-led by NCSS and TOUCH Community Services. It is also supporting Mindfull Community — a coalition of Caregivers Alliance Limited and Resilience Collective — with an additional Singapore dollar 10,000 contribution.
The campaign is further anchored by grovve, a wellness space at *SCAPE dedicated to young people. The exhibition will run there from 1 July to 30 September 2025.
Why This Matters
Mental health is often sidelined in conversations about progress. But Geneco believes emotional wellbeing is central to a thriving society. “As Singapore turns 60, we’re looking ahead — not just in terms of infrastructure, but in how we support the next generation emotionally,” Chan added.
The campaign builds on Geneco’s previous initiatives, including last year’s musical collaboration with Sherman Zhuo. This year, the focus shifts to visual storytelling — pairing the strength of art with the universal language of nature.
How to Get Involved
Visitors can vote for their favourite illustration via the campaign microsite (Geneco – #LostToBeFound). Five lucky winners will receive Singapore dollar 100 eCapitaVouchers and a beautifully designed Lost To Be Found journal. Twenty more will receive journals to pen their own reflections.
Pictures courtesy of Geneco
