Singapore’s acting minister for culture, community and youth David Neo has apologised after calling Hong Kong football players and fans “idiots”.
This follows the 2027 AFC Asian Cup qualifiers held in Hong Kong on Tuesday (18 November), where the Hong Kong team lost 1-2 to Singapore at home, missing their opportunity to advance to the final round.
In a livestream video, Neo praised Singapore’s winning football players following the match, saying that “all the [Hong Kong] fans were bloody idiots, and the players – they also played like idiots. But you all played like lions.”
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The clip has drawn mixed reactions from netizens on Instagram, with some criticising him for his remarks, MARKETING-INTERACTIVE confirmed. In response to a comment under the livestream video reposted by @tmsgoal, Neo said: “Indeed I probably should have been more respectful. I take back what I said. The Hong Kong team were really tough and their fans were fully behind them. That’s something we should respect, and let’s also get behind our Lions.”
Comments seen by MARKETING-INTERACTIVE are divided, with some congratulating the Singapore team on their victory, while others argue that he showed a lack of respect for the opponent and their fans, demonstrating poor sportsmanship. Some also questioned whether he, as a government official, was speaking on behalf of the entire Singapore government.
MARKETING-INTERACTIVE has reached out to Singapore’s Ministry of Culture, Community and Youth for a statement.
Spontaneity versus responsibility
Lars Voedisch, group CEO of PRecious Communications, said Neo’s apology felt “half-baked” and more corporate than personal. “He didn’t go back and own it personally. It would have been much easier to say something like, ‘Hey, I’m sorry. It was the heat of the moment. That’s what passion for football sometimes does. Take it with a pinch of salt. I know I overstepped somewhere around there.’ Fans would then likely respond, ‘Yeah, okay, we get it. Sorry accepted.’ After all, we’ve all called referees or other teams names at some point.”
Voedisch added that context matters and standards vary by market. “In Singapore, we take a more measured approach and expect different behaviour from our representatives. Being spontaneous is fine, but you have to be smart about it. If you’re in the public eye, or politics. you’re always in the limelight and must manage your reactions.”
Jose Raymond, managing director of SW Strategies and founder of TMSGoal, echoed that perspective. He described the remarks as a “Freudian slip, a momentary lapse of judgment in the heat of football pleasure, given the gravity of the result in Singapore footballing terms.” Raymond noted that such off-the-cuff comments from a political officeholder can sometimes lead to diplomatic tensions.
He added that the incident raised questions about whether Neo had prepared his talking points for the livestream or spoke spontaneously. “If the latter, then the causation is explained. The practical advice is that he should never attempt such dressing-room pep talks without preparation, especially if it is not something he does often.”
Raymond also noted that Neo’s swift apology, posted in response to a comment on TMSGoal, was likely coordinated with his communications team to ensure the media were aware and the message was widely communicated.
Ashvin Anamalai, CEO of DNA Creative Communications, said the apology was timely but reactionary. He noted, “As a minister, especially one overseeing culture and community, he should not have made such comments in the first place. Calling another territory’s players and fans “idiots” is not just a slip of the tongue. It reflects poor judgment in a public setting where he knows he represents his country.”
He added that the casual delivery of the apology under a reposted video did not match the gravity of the misstep, particularly given cross-border sensitivities, and stressed that:
Public figures need to train their instinct to stay respectful, especially in high-emotion situations. This is where leadership is tested, and unfortunately, he fell short.
Edwin Yeo, general manager of SPRG, added perspective from someone familiar with the dressing room environment. He said, “To be honest, from the perspective of someone who has been in the dressing room with the team several times, I can understand the emotions that pour out during the occasion, and you often get caught up in the heat of the moment.” He emphasised that ministers are not ordinary participants and that communications teams should have prepared him for the livestream.
Yeo also highlighted a broader lesson:
We live in an era where private places aren’t private anymore and public figures should be well prepared when appearing on any public platforms, which is no longer restricted to press conferences, tv interviews or even recorded social media content which gives them the cooling down period to relook at what they said.
David Ko, CEO of Humantyze and former MD of RFI Asia, focused on the PR implications. He described the apology as reactive and minimal rather than proactive or constructive. He said, “The minister’s wording — ‘I take back what I said’ — does not fully acknowledge the gravity or implications of his comments, nor does it address the hurt caused to Hong Kong players and supporters.” Ko added that immediately pivoting back to supporting Singapore’s team, rather than addressing reconciliation, reflected a lack of humility.
Ko advised that public figures must recognize they represent more than themselves and that there is “never an off-the-record moment.” He recommended regular crisis communication and media training, developing speaking principles or guardrails for spontaneous moments, structured messaging even in informal settings, and rehearsing emotional live scenarios to anticipate stress points.
Ko also stressed that cross-border sensitivities must be carefully managed, with all communications emphasising mutual respect, sportsmanship, and recognition of participants’ dedication. In the event of mistakes, apologies must be clear, swift, and explicitly reference the broader bilateral context. Comments such as “idiots,” he said, reflect poor sportsmanship and can damage both personal reputations and diplomatic relations.
Together, the experts highlighted the delicate balance for public figures: passion is natural, but it cannot come at the cost of professionalism, judgment, or diplomacy. Neo’s comment may show the human side of fandom, but the episode underscores the higher standards expected of Singapore’s officeholders, especially when their words carry cross-border weight.
Held on Tuesday, the 2027 AFC Asian Cup qualifiers held at the main stadium of Kai Tak Sports Park attracted 47,762 spectators, setting a new attendance record at the venue.
While the Hong Kong team took the lead last night, going up 1-0 at halftime, the second half saw Singapore make a strong comeback after a substitution. In the 63rd minute, Singapore equalised with a clean shot, followed by a powerful strike in the 68th minute that put them ahead. In just five minutes, the Hong Kong team’s lead turned into a deficit, resulting in a final score of 1-2.
A red sea of Hong Kong team supporters filled the stadium throughout the night, armed with a newly designed Tifo and roaring voices to fuel the team’s quest for a spot in the 2027 AFC Asian Cup. The North stand’s support area featured a giant Tifo featuring the image of a person wearing the number 12 Hong Kong jersey walking toward a boarding pass labeled “Asian Cup” as the destination. Below it, a large banner read, “BRING US TO THE ASIAN CUP 2027”.
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