潮。re-imagining Teochew culture

• Main Author: Low, Melissa Jia Min
• Other Authors: Jesvin Yeo Puay Hwa
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: DRNTU::Social sciences::Communication::Visual communication
• Online Access: http://hdl.handle.net/10356/78375
• Institution: Nanyang Technological University

Singapore is a melting pot of different ethnic cultures that encompasses different groups of dialects. It is a multicultural city that is thriving with temples, mosques, and chapels. Growing up as a Chinese in Singapore , the Chinese culture is one of the most predominant one that I was exposed to. The Chinese culture has given rise to several exquisite places with its rich history and heritage hidden behind the cultural landscape and waiting to be rediscovered. Chinese temples in Singapore are more than just places for worship and devotion or of architectural splendour. It is also a place that reflects the life, the history, and the thinking of our Chinese ancestors. The temples carry a rich cultural heritage and traditions, and the passing down of stories embedded in these temples reflects how our local Chinese community have evolved from a migrant society in the last century into the modern society of today. Through Interpretation Design method, the project seeks to explain the cultural and historical values of Teochew culture through a deconstruction of Yueh Hai Ching Temple, which is the only authentic Teochew temple in Singapore. The objectives are to identify interesting and important features of the temples and to interpret cultural topics and themes through heritage branding. By way of expressing and sharing Teochew’s heritage and culture in the form of a meaningful brand story, the project aims to enable millennials to gain insight and to understand the role of Teochew culture. A self-proposed Teochew festival is created to appeal to the target audience. This project aims to bring the younger generation across a re-imaginative Teochew cultured themed festival through findings from the deconstruction of Yueh Hai Ching Temple.