Support Tiger Beer’s #uncagestreetfood Movement
Imagine life without Chicken Rice or Char Kway Teow. It’s a reality that could easily come to pass if the current worrying trend of our ageing hawker trade persists. Many old-time recipes and skills are being lost, and our iconic street food is in danger of dying out if the younger generation of Singaporean hawkers do not replace our current veterans.
Tiger Beer, Singapore’s favourite beer, champions new #uncagestreetfood movement to celebrate and preserve the nation’s most iconic dishes and unique food heritage. Starting from 2nd April 2016, the movement aims to motivate Singaporeans to give street food the appreciation and recognition it deserves by shining the spotlight on our hawker fare and how much it means to us.
This might sound all too familiar as I have previously wrote about one of our hawker stalwarts that is featured in a short film by Tiger Beer, describing the story behind Uncle Soon of Havelock Road Blk 50 Hokkien Prawn Mee and the hard work that goes into sustaining this integral part of our culture Earlier this week on Wednesday, Tiger Beer created an opportunity for consumers like us to celebrate street food at Blk 805 Hougang Central Coffeeshop, distributing $5 food coupons to all diners in support of our street food culture.
It was such a fun night with music playing in the background and Tiger Beer’s brand ambassadors manning the various food stalls to distribute food coupons and encourage diners to support our street food. Tissue packets were also given to “chope” seats!
We got some of our friends to join us and shared Bak Kut Teh, Hokkien Mee, Oyster Omelette, Lamb Chop, Fish and Chips, Dumplings and much more. Food tastes so much better when eaten with friends. We are always dining in cafes and restaurants, so this is probably the first time all of us dined together in a coffeeshop! Are we taking street food for granted?
If you are a lover for local street food, watch the short films on Tiger Beer’s Facebook, featuring three of our very own hawker stalwarts. The films aim to remind Singaporeans that Singapore may one day lose its rich hawker heritage if the next generation of hawkers do not step up to continue the trade. The behind-the-scenes look at their lives, not only elaborates hawker fare, but also immediately raises awareness to the issue of succession.
Keeping our street food culture alive
Tiger Beer believes that the odds are stacked against our hawkers – and the loss will be permanent unless action is taken. To help Singaporean hawkers who are striving to keep their craft alive and thrive in our evolving society, Tiger Beer will invest 20 cents for every 6-can pack (6 x 323ml) purchase to its street food movement from 1st April to 31st May 2016. The 6-can take-home packs will retail at all leading supermarkets and hypermarkets, whilst stocks last.
Don’t forget to use the hashtag #uncagestreetfood to show your appreciation for your favourite local street food!