CREATING A CULTURAL BRDIGE: ENGAGING THE YOUNGER GENERATION IN SINGAPORE’S FOOD HERITAGE PRESERVATION

Abstract

This research investigates the intricate interplay between food, culture, and identity, particularly in the Singaporean context. Food transcends its basic function to embody diverse narratives of cultural heritage, reflecting historical roots and societal progress. Singapore's varied culinary scene serves as a tangible manifestation of its collective identity, blending cultural influences from diverse sources. However, preserving Singapore's culinary heritage hinges on engaging the younger generation, underscoring the importance of their attitudes and involvement. This campaign aims to assess Singaporean youths' perceptions of their nation's food culture and heritage, striving to foster a genuine connection through the establishment of a brand and an online digital platform. This endeavour seeks to contribute to the sustenance and celebration of Singapore's culinary legacy. Additionally, this paper will outline the process, along with reflections gathered, emphasising its impact on heritage conservation endeavours.