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The secret to happiness is shopping Google tells Singapore to promote GOSF 2016

GOSFSingapore’s answer to the singles day in China, the Google-backed Great Online Shopping Festival, returned this year with the slogan “Made of Happiness”.

YouTubers Eden Ang, Dee Kosh, Sandra Riley Tang, and Haresh Tilani feature in a tongue-in-cheek video for GOSF that suggests that buying things is the path to happiness.

The campaign included a ‘Happy list’, for shoppers to set up a private list of their favourite deals for when the festival launched, and the hashtag #MadeofHappiness encouraged Singaporeans to tweet about things that make them happy besides shopping for their favourite deals.

GOSF takes place from today, 25 April, until 27 April with participating retailers and supporters including DBS, Zalora and Lazada, which was recently acquired by China’s Alibaba.

The launch comes on the same day that GOSF was shut down in India after three consecutive years, because of strained ties between e-commerce players and a market that already expect heavily discounted offers on the internet, according to reports.

Joanna Flint, country director of Google Singapore, said in a statement: “Shopping is a big part of Singaporean culture with seven out of 10 Singaporean shoppers researching products online before making their purchase in store. With this insight, we wanted to broaden our program this year to bring together the whole retail community – and to expand beyond deals to celebrate the joy of shopping.”

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