To stop the waning of the hawker trade, Tiger Beer has launched a street food movement which aims to actively engage the younger generation in preserving this dying golden trade. Through this movement, Tiger Beer hopes the local youth will become aware of the imminence of the loss of street food and take steps to prevent this.
As part of the movement, a series of videos has been released that brings to life the tales behind Singapore’s iconic heritage, recounting the toils of hawkers past and present and the chance of losing it all one day. Spanning 7 weeks, the movement aimed to galvanise Singaporeans into showing appreciation for our beloved street food.
To help hawkers keep their craft alive, Tiger Beer invested 20 cents for every 6-can pack (6 x 323ml) purchased to its street food movement. Singaporeans were encouraged to use the hashtag #uncagestreetfood to show their support for the preservation of this dying trade.