Tiger Beer enters the second phase of their street food movement in support of Singapore hawkers

Tiger Beer’s street food movement is back in a bid to continue its efforts to bring Singaporeans together to preserve our nation’s unique street food culture. Following the success of the first phase launched in April this year, BBDO Singapore and Singapore’s favourite brew Tiger Beer has embarked on the second phase of the movement to rally Singaporeans to show their appreciation and gratitude to the people behind our iconic local street food culture – our hawkers.

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“Tiger Beer is committed to championing our local street food heritage; we have to acknowledge the people who have worked hard to sustain this integral part of our culture. Knowing that their efforts have not gone to waste and that their food is enjoyed and appreciated is what keeps our hawkers going,” says Venus Teoh, Head of Marketing, Asia Pacific Breweries (Singapore). “And for all that they do, it’s time to say thank you.”

As Tiger Beer enters the second phase of the street food movement, it hopes to remind Singaporeans of the hard work that our hawkers have invested to keep our street food culture alive, and give Singaporeans a platform to express their gratitude to these hawkers. Despite the labour-intensive nature of the job with exceptionally long hours, our hawkers still tirelessly bring Singaporeans their favourite local food at reasonable prices. However, how many of them actually receive the thanks they deserve? The focus of the second phase has Tiger Beer wanting our hawkers to see how much Singaporeans appreciate them and the food they create.

A little thanks goes a long way

The street food movement will kick off with two films, featuring two of our very own hawkers, which aim to jolt Singaporeans into realising how hard our hawkers have worked to provide us with our beloved local street food; encouraging and reminding Singaporeans to show their appreciation to their favourite hawkers. The behind-the-scenes look at the lives of the hawkers shows how they derive satisfaction from knowing that they have made Singaporeans happy, despite the physically tiring and often thankless job.

The first film titled “Tiger Street Food – Cambridge Rd. Hong Kong Roast Pork” has launched in conjunction with the street food movement. It tells the story of Mdm Wong Li Er, who gives out food coupons to the elderly twice a month for them to redeem meals at her stall, Cambridge Rd Hong Kong Roast Pork.

“I don’t have many skills, so I use food to give back to society and the needy. It’s the best I can do,” she says. “When I see the smiles on their faces, it brings me so much happiness. It’s a feeling money can’t buy.”

The second film “Tiger Street Food – Truly Test Kitchen”, to be released tomorrow, offers a different perspective, as it features 27-year-old foreign exchange banker-turned-hawker Deniece Tan, who decided to follow her passion and take over her dad’s business, Truly Test Kitchen.

“Hawker food is so important to us Singaporeans, it’s such a large part of who we are. There’s so much joy and satisfaction when you see that you have made so many people happy.”

By showing the sheer amount of effort that goes into making a dish the old-fashioned way instead of relying on mass production or short-cuts, the films also aim to deepen Singaporeans’ appreciation for our street food.

Singaporeans can play their part and get involved in the street food movement by:

. Taking a photo of their favourite street food experiences with their ‘thank you’ messages and sharing them on their social media platforms with the movement’s hashtag #uncagestreetfood

. Giving back to hawkers with purchase of Tiger Beer

. Joining fellow Singaporeans at select coffeeshops islandwide to have a meal on Tiger Beer

At the end of the movement, the ‘thank you’ messages on social media will be compiled and made into a video, which will be featured on Tiger Beer’s digital and social media platforms.

Through these celebrations, Tiger Beer hopes to rally Singaporeans to support the preservation of our dying hawker heritage and show their appreciation for our street food and the people who make it easily available to us.

Supporting our local businesses

To retain the familiar taste of one of Singapore’s favourite dishes – Nasi Lemak, Tiger Beer has collaborated with local nut brand, Camel to bring Nasi Lemak Sambal Flavoured Nuts to consumers. Through this collaboration, Tiger Beer, Singapore’s first locally brewed beer, hopes to demonstrate its commitment to supporting all things local – be it the local food culture, hawkers, or local businesses. Consumers will receive a packet of the limited edition Nasi Lemak Sambal Flavoured Nuts with purchase of two 500ml cans of Tiger Beer (2 x 500ml) at select convenience stores, while stocks last. The Nasi Lemak Sambal Flavoured Nuts will also be available with purchase of three pints of draught beer or a bucket of Tiger Beer at select bars and pubs, while stocks last.