In Chicago, ST Telemedia sponsored the reproduction of Beauty World by the Singaporean and Malaysian Students Union (SAMSU) at the University of Chicago. Beauty World was Singapore's first Broadway-style musical production written by Michael Chiang and scored by Dick Lee.
The event represented a milestone in the local arts scene as it was the first time both Mr Lee and Mr Chiang have granted copyrights for Beauty World to an overseas student organisation. Further, it was the first time that Beauty World was performed outside of Asia.
Through the musical, SAMSU aimed to showcase Singaporean culture to foreign students, demonstrate Singapore's vibrant and burgeoning arts scene, and to contribute to the University's vibrant and dynamic social life.