In April, Tiger Beer launched a new movement to celebrate and preserve Singapore’s most iconic dishes and unique food heritage. To continue the momentum, the beer brand opened up coffeeshops in various housing estates on Wednesday evenings between 20 April and 18 May. More than 8,000 residents enjoyed meals on Tiger Beer.
Residents showed their support by sharing their street food experiences online with the hashtag #uncagestreetfood.
The five events were at full capacity with long queues of neighbourhood residents at the stalls from Soon Hong in Tampines, Fu Fa in Hougang Central, SC15 Food Station in Serangoon Central, Best Coffee and NTI Food Court in Jurong West, and BK Eating House at South Bridge Road.
Upon arrival, each resident was greeted with a food coupon worth five dollars to redeem a meal on Tiger Beer, and a tissue packet which highlights the ‘Chope’ culture in Singapore; a practice that has become characteristic of hawker etiquette.
To ease the cost burden on hawkers, Tiger Beer also distributed a total of 1.5 million plastic bags and 500,000 pieces of food wrappers to 1,160 stalls, amounting to an investment value of over SG$130,000.
