Plastered in bright colors all across Singapore, the phrase “Let’s Play!” is a reminder to people of all ages that theater is for everyone to enjoy.

It’s the slogan of the 49th annual edition of the Singapore International Festival of Arts (SIFA), the first since took the helm as director and made his ethos clear: play, openness and community.

“Singaporeans take themselves very seriously … and they will never think of art as an integral part of their daily lives,” Chong says. “So this is an invitation for them to discover, or rediscover, their love for the arts in a less intimidating way.”