“贩卖”传统 : 新加坡传统喜饼的个案研究 = SELLING TRADITION : A CASE STUDY ON THE TRADITIONAL WEDDING PASTRIES IN SINGAPORE

Abstract

The marriage ceremony is one ofthe most important ceremonial observations in the Chinese culture. essentially, it safeguards the services in the ancestral temple and ensures the continuance of the family. according to the Book of Rites, the ceremony of marriage comprises "six etiquettes" (六礼)， namely the "proposal" (纳采)，"inquiries about the lady's name"( 问名）， "intimation of the approving divination" (纳吉)， "receiving of special offerings" (纳征)， "request to fix the day" (请期） and the "receiving of the bride" (亲迎). Traditional wedding pastry used to play a significant role in the "receiving of special offerings" (纳征 )and was compulsory in Singapore's early days. However, in the 1980s, due to the rise in popularity of western pastries, the industry faced stiff competition. Thus, to ensure that they continue to stay relevant and competitive, many traditional pastry shops look for alternatives. One of the most prominent ways was resorting to selling "tradition". There were two ways in which this was done. First, some chose to retain old practices of pastry-making, trying to evoke nostalgia and thus attracting customers. Second, many preferred to add a modern twist to existing traditional pastry. Through an analysis of these efforts, this thesis seeks to show that a sense of what it means to be "Chinese" in the Singapore context has been evoked in the process, signifying its importance in this industry. It has never been easy for tradition to find its position in a world that is rapidly developing, ideas that define what it means to be Chinese continue to bring groups together today.