Our Vision. Asia s Capital for Culinary Innovation inspired by our Culture & Heritage

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1 1 Singapore Food Festival Product Updates

2 Our Vision Asia s Capital for Culinary Innovation inspired by our Culture & Heritage 3 2

3 Dining efforts 1. Engage different media platforms to brand and profile 2. Leverage events / festivals / roadshows to enhance profile of food & personalities e.g. Singapore Food Festival Singapore as THE Platform to launch next generation of celebrity F&B Personalities 4 3

4 Four Seasons in Singapore Culture Chic Jan Mar Chinatown, Marina Bay, Civic District Lifestyle Apr Jun Spore River, Orchard Rd, Marina Bay Fun Jul Sep Spore River, Marina Bay, Ethnic Precincts Celebrations Oct Dec Orchard Rd, Marina Bay Asia Fashion Xchange World Gourmet Summit Great Sgp Sale Sgp River Festival Sgp Arts Festival F1 Race ; F1 Rocks Sgp GP Season Sgp Food Festival Sgp Garden Fest Heritage Fest 3-in-1 Festival CIT; CLU Marina Bay Countdown SgpMarathon Zoukout Jewel Fest Sgp Sun Fest 5 4

5 About the Singapore Food Festival 17 th year SFF 2010 SFF 1994 Seeks to bring Singapore s much loved local cuisine to the world stage, by highlighting our unique local foods as well as food culture and heritage. Grown over the years to establish itself as a key event within Singapore s calendar of events. 6 5

6 Singapore Food Festival 2009 Peranakan Themed Precinct focus Culture and heritage 7 6

7 Singapore Food Festival 2009 Increased tourist participation On average inc % locals : 13% Tourists % locals : 26% Tourists Vistorship: 320,000 Positive media reviews Stakeholders & sponsors engagement International Media Value $1.9 Million Local Media Value $6.5 Million 8 7

8 新加坡美食节8 Singapore Food Festival 2010

9 Esteemed Partners 9

10 Presented By 10

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21 Organised By 21

22 Supported By 22

23 SFF Makan Guru Mr KF Seetoh Singapore Makan Guru 23

24 Celebrating The Unique Singapore Chinese Dialects Food, Culture & Heritage Contents: 1) Introduction 2) Events Highlights 3) How can you participate? 4) Next Steps 24

25 Introduction 25

26 Introduction - Theme Celebrating The Unique Singapore Chinese Dialects Food, Culture & Heritage 26

27 Introduction - Statistics Why Hokkien, Teochew, Catonese, Hakka and Hainanese? Total population of Singapore is 4.9 Million 76.4% of population is Chinese The 5 main dialect groups in Singapore represent more than 93% of Singapore Chinese population. This represents a high number of locals who will be able to connect with the theme. There is a high number of F&B outlets serving food from these 5 dialect groups. Dialect Groups Hokkien 41% Teochew 21% Cantonese 15% Hakka 11.4% Hainanese 5% Peranakan 2.6% Taiwanese 2% % Breakdown Others Less than 2% Demographics of Singapore Chinese Dialect Groups 27

28 Introduction Event Date and Venue Singapore will come alive in the month of the July when we celebrate the nation s largest food event. The core event will be held over 10 days at Singapore River where public eat, drink, shop and immerse themselves in the culture and food of the 5 Dialect Groups. For the entire month of July, the rest of Singapore will bustle with many fringe activities organized in conjunction with the Singapore Food Festival. Fringe Events all over Singapore 16 th (Fri) 25 th (Sun) Opening Closing Ceremony Ceremony Core River 28 June (Mon) Month of July 1 st Aug (Sun) 28

29 Events Highlights Core Events 29

30 Core Events SFF 2010 Core Events Summary Event Type Event Description Core Clarke Quay Food Street (9 Days) Read bridge converted into a food haven Core Core Core Singapore Chinese Dialect Tingkat Cruise (10 Days) Singapore Chinese Dialect Street Snacks (10 Days) Singapore Chinese Dialect Heritage Feast (1 Day) Feasting on dialect delights while cruising along Singapore River Bringing the nostalgic Singapore Chinese dialect street snacks back to Singapore River A grand finale buffet dinner featuring the 5 dialect groups cuisines 30

31 Core Events Clarke Quay Food Street 新加坡华 侨 美食街 31

32 Core Events Clarke Quay Food Street Clarke Quay Food Street is back again on the Read Bridge for Singapore Food Festival 2010! Taste the array of different Chinese delicacies by more than 30 famous restaurants and hawkers all under one roof and experience dining on the Bridge with your family and friends! Operation Schedule Date: 16 July to 24 July 2010 (9 Days) Time: 4pm to 11pm daily Venue: Read Bridge 32

33 Core Events Clarke Quay Food Street **Mock Up 33

34 Core Events Clarke Quay Food Street Clarke Quay Food Street A) Anchor Tenant B) Normal Tenants Changes every 2 days Operate for all 9 Days 34

35 Core Events Clarke Quay Food Street Floor Plan Normal Tenant Anchor Tenant 35

36 Core Events Clarke Quay Food Street A) Anchor Tenants What is it about: allocated a bigger stall front at a prominent area 2 days rotational basis B) Normal Tenants What is it about: 6 clusters (Hokkien, Teochew, Cantonese, Hainanese, Hakka and Local Delights) 5 stalls for each cluster, with a total of 30 stalls 36

37 Core Events Singapore Chinese Dialect Tingkat Cruise 37

38 Core Events Singapore Chinese Dialect Tingkat Cruise Singapore Chinese Dialect Tingkat Cruise Enjoy mouth-watering bites served in a tingkat (tiffin carrier) from different Singapore Chinese dialects on a boat while you take a relaxing cruise along the Singapore River 广东号 福建号 客家号潮州号 海南号 Operation Schedule Date: 16 July to 25 July 2010 (10 Days) Time: 4pm to 11pm daily Possible embarkation/disembarkation points Merlion Park Ticketing Mechanics $35 per ticket (inclusive of food and tiffin carrier) 38

39 Core Events Singapore Chinese Dialect Tingkat Cruise Singapore Chinese Dialect Tingkat Cruise Hokkien Teochew Canton Hainan Hakka Proposed Menu Fried Hokkien Mee Fried Carrot Cake Cantonese Dessert Chicken Rice Ball Pan Fried Hakka Yong Tau Foo 39

40 Core Events Singapore Chinese Dialect Street Snacks 40

41 Core Events Singapore Chinese Dialect Street Snacks Street Snacks Take a walk down memory lane as we re-create old Singapore River bustling with activity at this year s Singapore Food Festival. Street entertainment and famous street snacks that our forefathers enjoyed will also be a key feature at the event 41

42 Core Events Singapore Chinese Dialect Street Snacks Street Snacks Street snacks like Kacang Puteh, Ice Balls, Ting Ting Candy and etc will also be available along the River for people to snack while enjoying the street entertainments! Operation Schedule Date: 16 July to 25 July 2010 (10 Days) Time: 4pm to 11pm daily 42

43 Core Events Singapore Chinese Dialect Street Snacks Performance Schedule Clifford Square: Session 1 Session 2 Wayang Performance 7.30pm to 8.30pm 9.00pm to 10.00pm Merlion Park: Session 1 Session 2 String Puppet Performance 7.30pm to 8.30pm 9.00pm to 10.00pm Central River Promenade: Session 1 Session 2 Hand Puppet Performance 7.00pm to 8.00pm 8.30pm to 9.30pm Clarke Quay Jetty: Session 1 Session 2 Classic Movie Screening 8.00pm to 9.30pm 10.00pm to 11.30pm 43

44 Core Events Closing Ceremony 44

45 Core Events Closing Ceremony Singapore Chinese Dialect Heritage Feast 五福临门宴 Prepare your taste buds for a gastronomic adventure as five buffet lines full of sumptuous delights hailing from the five different Singapore dialect groups, will be set up to finish off the Singapore Food Festival 2010 with a bang! 45

46 Core Events Closing Ceremony Singapore Chinese Dialect Heritage Feast 五福临门宴. 5 distinctive buffet lines will be set up according to dialect groups, to feature the difference in food, style, serving method and etc There will also be live stations to showcase some of the common cooking methods from each of the dialect groups Estimated no. of participant to be around pax Operation Schedule Date: 25 July (1 Day) Time: 6pm to 10pm Venue: Read Bridge Ticketing Mechanics Adult: $38 Nett Child: $22 Nett (below 12 years of age) 46

47 Events Highlights Confirmed Fringe Events 47

48 Confirmed Fringe Events SFF 2010 Confirmed Fringe Events Summary Event Type Event Description Fringe Singapore River Market A shopping haven by the Singapore River Fringe SFF Cooking Classes Recipes of well known dialect food will be taught Fringe SFF Cooking Game An Interactive Cooking Game on SFF Website Fringe SFF Merchandise Promotion Redemption of a post card recipe book with min spend Fringe F&B Privileges SFF Dining Privileges at all participating F&B establishments Fringe Kitchen A behind the scene culinary experience Fringe SFF A series of food events at Kreta Ayer Square 48

49 Confirmed Fringe Events Walk along the banks of Singapore River and look out for a wide array of collectibles ranging from intricate handicrafts to finger food Operation Schedule: Date: 16 July to 25 July 2010 (10 Days) Time: 4pm to 11pm daily 49

50 Confirmed Fringe Events SFF Cooking Classes Discover interesting cooking tips from choosing the right ingredients to whipping up a delectable Singapore Chinese Dialect dish! Choose from a wide variety of cooking classes ranging from hands-on classes to engaging cooking demonstrations! Operation Schedule Date: 16 July to 25 July 2010 (10 Days) Schedule: TBC 50

51 Confirmed Fringe Events SFF Cooking Game Grandma s Kitchen Singapore Food Festival is going digital with the creation of the inaugural online cooking game! It will be available for download as an iphone application and also available on the SFF Website! 51

52 Confirmed Fringe Events SFF Merchandise Promotion Post Card Recipe Book Dine in Singapore and redeem a unique Recipe Post Card Book with collectible stamps when you spend a minimum of S$50 for Standard Chartered Cardmembers and $80 when you pay with other modes. Promotion will start in 28 June to 1 August While stock lasts Singapore Hainanese Chicken Rice The jdhs hffmos yehtndjsos dhfhydfumd djdhdhd sl;sjfunf jdgtesyudjdnd dhdtdudikdnbf dhgdtdukdmdb dgdduiff. Tujendodns skdydhjdldcmdhdy, dhfyddds. Thendonfn f, juhdufhf 52

53 Confirmed Fringe Events F&B Privileges Foodies can enjoy attractive dining privileges and promotions from various participating malls and restaurants. Stand to win attractive prizes by taking part in the SFF Lucky Draw with a minimum spend of $30. Simply get a copy of the SFF Dining Booklet for more information. Promotion will start in 28 June to 1 August

54 Confirmed Fringe Events Kitchen Enjoy the behind the scene experience and witness the chefs live in action! Enjoy a night filled of live entertainments with free flow food and wine! Operation Schedule Date: 8, 9 and 10 July 2010 Time: TBC Venue: 35 Artillery Road Ticketing Mechanics Per pax: $

55 Confirmed Fringe Events SFF Embark on a food heritage journey at Kreta Ayer Square in Chinatown from tasting the signature dishes from famous Chinese restaurants to making the longest Rice Roll. Aspiring cooks can also take part in the cooking competition to showcase the secret family recipe that has been passed down for generations! Operation Schedule Date: 24 and 25 July 2010 Time: 12pm 8pm Venue: Kreta Ayer Square 55

56 Contact Details For more inquiries, feel free to contact the SFF 2010 committee members: SPOC Solutions Pte Ltd Joey Wong Event Manager DID: ext: 3002 HP: SPOC Solutions Pte Ltd Ben Ong Assistant Event Manager DID: ext: 3003 Tel:

57 ~Thank You~ 57

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