Founder of Giveinstead.sg, Shoken Tsurumaru, Honoured with Icons of Change International Award 2025

At the Icons of Change International Awards 2025, Shoken Tsurumaru, founder of Giveinstead.sg, was honoured for his groundbreaking contribution toward Sustainable Development Goal 10: Reduced Inequalities.

Launched in 2023, Giveinstead.sg is Singapore’s first celebratory giving platform, enabling individuals to dedicate birthdays, weddings, and anniversaries to charitable causes instead of traditional gifts. The platform has already mobilised more than 500 donors, raised over S$80,000, and supported 20+ charity partners such as St John’s Home, THK, and SHINE, reaching more than 3,500 beneficiaries.

Giveinstead.sg tackles several urgent challenges in Singapore’s giving culture. Studies show that while 62% of Singaporeans donate annually, median contributions have fallen, with trust in charities and lack of visibility for smaller organisations emerging as major barriers. By making giving personal, transparent, and tied to life’s milestones, Giveinstead.sg provides a simple yet powerful way to redirect gift-giving into meaningful social impact.

The platform also resonates with youth — a demographic often constrained by time and financial pressures but eager to engage through digital and social channels. Its free “concierge model” helps celebrants design customised campaigns, match with charities, and channel funds securely through Giving.sg or direct transfers, ensuring donors experience trust and clarity.

The Icons of Change International Awards recognised Shoken as a “Catalyst for Inclusive Giving”, highlighting how Giveinstead.sg shifts generosity from a seasonal act into a social ritual. By embedding giving into everyday celebrations, the platform fosters a culture where equity and empathy are not abstract goals but lived values.

As Singapore continues its journey toward becoming a City of Good, Giveinstead.sg stands out as a homegrown innovation that redefines philanthropy for the digital age — making generosity joyful, inclusive, and integral to community life.