Crystal Dragon: - Reimagining Lunar New Year Dining Experiences

Meeting event goals in the dynamic business landscape with event design facilitators.

In the days leading up to the Lunar New Year, many businesses and organisations host celebratory meals to usher in a prosperous new year. Ballrooms at Sands Expo & Convention Centre are typically booked out for these festivities.

Sensing an opportunity to leverage underutilised spaces during this period, Sands Expo conceptualised the Crystal Dragon Showcase at Expo Halls A, B and C in July 2023, with a vision for a spectacular event venue to host Lunar New Year celebrations for clients.  Despite initial concerns about the Expo Halls lacking a sense of grandeur, the team pressed forward to create a one-of-a-kind showcase, complete with delectable cuisine and mesmerising performances.

Within six months, Crystal Dragon went from an idea to reality, and was unveiled at a Lunar New Year Gala dinner organised by the Sales & MICE team on 2 February 2024. Over 700 clients were in attendance.



The Crystal Dragon showcase unfolded as a multi-dimensional experience, captivating guests at every turn. Divided into distinct zones, attendees were welcomed with canapes and cocktails, complemented by an instant photobooth capturing cherished moments at the foyer.



Transitioning to the main dining area, guests were greeted with a long table winding through the hall, seating 88 guests in a dragon-inspired formation. A symphony of aerial pianist, aerial violinist and dancers enthralled guests with their heart-stopping performances through the night.



Welcoming in the Year of the Dragon was the centerpiece – a 4.4-metre-long animatronic dragon soaring through the air on stage. Crafted meticulously over three weeks, the dragon cut a majestic figure with its vibrant teal scales and golden horns.



As the dinner concluded, the final zone - Dessert Palace - emerged as a visual and culinary spectacle. Guests indulged in sweet treats – buffet style - while networking around standing tables, shifting away from traditional sit-down desserts.

At the end of the night, guests left not only satisfied but enriched by a sensory journey that seamlessly blended culinary delights, breathtaking performances, and immersive design, setting the Crystal Dragon showcase as a benchmark for extraordinary events.

Ong Wee Min, Vice President of Sales and MICE at Marina Bay Sands said, “Crystal Dragon is about pushing paradigms of imagination with the transforming of the Expo Halls at Level 1 into a ballroom. The three segments – networking foyer, main dining hall and dessert palace – represent the pinnacle of how imaginations can be made reality at Marina Bay Sands.”

Crystal Dragon stands as a testament to the resilience, creativity, and unwavering commitment of Sands Expo & Convention Centre to innovate. The success of this event highlights the team’s dedication to thinking beyond conventional norms, delivering immersive experiences that linger in the hearts of clients and delegates.

Other client events held here included those for PropNex and AIA. The former, attended by 3,268 guests, set a Guiness World Record for having the most people taking part in a simultaneous Lo Hei toss on 15 February.