Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination

In 1981, acting health minister Goh Chok Tong passed an observation that eating is a national pastime for Singaporeans. Today, there is no denying that Singapore is a food haven that has been mapped as a food paradise to tourists as well as to its locals. With the rising foodie culture in the recent...

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Main Author: Wong, Claire Kai-I
Other Authors: Hallam Stevens
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2021
Subjects:
Online Access:https://hdl.handle.net/10356/147453
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1474532023-03-11T20:11:40Z Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination Wong, Claire Kai-I Hallam Stevens School of Humanities HStevens@ntu.edu.sg Humanities::History In 1981, acting health minister Goh Chok Tong passed an observation that eating is a national pastime for Singaporeans. Today, there is no denying that Singapore is a food haven that has been mapped as a food paradise to tourists as well as to its locals. With the rising foodie culture in the recent years, Singaporeans have also been subsumed to be foodies – a label propagated by the state. While there is widespread assumption and acceptance of this national identity and labels, there are scarce resources analyzing the Singapore Tourism Board’s role in constructing this brand identity. Thus, this paper illuminates how the Singapore state, through the Singapore Tourism Board, constructed and commercialized Singapore as a food destination in Singapore from the 1970s. Through commercial nationalism, the state utilized the national identity of diversity and mapped Singapore and its food culture around it in the 1970s to 1990s. Hereinafter, branding Singapore as a diverse multicultural nation, the Singapore Tourism Board was able to build upon this national identity by marketing Singapore’s food scene. Through these, it was able to navigate and situate Singapore’s food scene between binaries of – diversity and racial harmony, tradition and modernity and local and international.   Bachelor of Arts in History 2021-04-01T12:28:49Z 2021-04-01T12:28:49Z 2021 Final Year Project (FYP) Wong, C. K. (2021). Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/147453 https://hdl.handle.net/10356/147453 en application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Humanities::History
spellingShingle Humanities::History
Wong, Claire Kai-I
Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination
description In 1981, acting health minister Goh Chok Tong passed an observation that eating is a national pastime for Singaporeans. Today, there is no denying that Singapore is a food haven that has been mapped as a food paradise to tourists as well as to its locals. With the rising foodie culture in the recent years, Singaporeans have also been subsumed to be foodies – a label propagated by the state. While there is widespread assumption and acceptance of this national identity and labels, there are scarce resources analyzing the Singapore Tourism Board’s role in constructing this brand identity. Thus, this paper illuminates how the Singapore state, through the Singapore Tourism Board, constructed and commercialized Singapore as a food destination in Singapore from the 1970s. Through commercial nationalism, the state utilized the national identity of diversity and mapped Singapore and its food culture around it in the 1970s to 1990s. Hereinafter, branding Singapore as a diverse multicultural nation, the Singapore Tourism Board was able to build upon this national identity by marketing Singapore’s food scene. Through these, it was able to navigate and situate Singapore’s food scene between binaries of – diversity and racial harmony, tradition and modernity and local and international.  
author2 Hallam Stevens
author_facet Hallam Stevens
Wong, Claire Kai-I
format Final Year Project
author Wong, Claire Kai-I
author_sort Wong, Claire Kai-I
title Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination
title_short Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination
title_full Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination
title_fullStr Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination
title_full_unstemmed Of food festivals and branding campaigns : the mapping of Singapore as a diverse food destination
title_sort of food festivals and branding campaigns : the mapping of singapore as a diverse food destination
publisher Nanyang Technological University
publishDate 2021
url https://hdl.handle.net/10356/147453
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