Singapore's beloved hawkers were hit hard over the past two years. Business plummeted during pandemic lockdowns, while sellers face stiff competition from food delivery apps and rising costs of raw materials.
The city's government is offering various forms of support, but those programs can't make up for dwindling numbers of diners. Which is where DBS Bank's game comes in, luring a younger audience out into hawker centers, and reinforcing local pride in a food scene that's been recognized by UNESCO as intangible cultural heritage.
For more on consumers looking to reclaim their locale and how brands can make those places more resilient, check out STATE OF PLACE in our 22 trend opportunities for 2022.
