Eu Yan Sang targets trendy youngsters

The subsidiary brand opened its first store this month, which was designed as a 360-degree experience to promote holistic wellness. For example, one section of the store sells handmade herbal chocolate, while the other end offers acupuncture.

“We wanted to reach a younger audience not exposed to TCM,” said Ju Yi Ong, brand communications manager at Red White & Pure. “Singapore is our test market, but we plan to launch in more Western markets where they are more willing to pay for non-traditional therapy.”
Ong said that the company was eyeing New York, London and Los Angeles as potential venues.
Singapore’s Bonsey Design Partnership created the brand strategy and store visualisation, based on the brand essence of regeneration.
Ong said that the brand would rely on word-of-mouth and experiential marketing to promote itself.