Lau Pa Sat gamifies hawker culture for National Day

Lau Pa Sat is turning Singapore's hawker culture into a playable experience this National Day through a new integrated campaign created by independent creative agency Sweatshop, in collaboration with local game publisher SYNT Studio.

Dubbed "Feast for our national pride", the campaign positions supporting hawkers as an act of national pride, encouraging Singaporeans to celebrate one of the country's most recognisable cultural institutions by continuing to patronise the people behind it.

At the heart of the campaign is an exclusive collaboration with SYNT Studio, the Singaporean publisher behind local card games Hawker Wars and The Singapore Dream. Together, the partners have launched the Hawker Wars: Lau Pa Sat edition, featuring exclusive cards inspired by the iconic marketplace and its hawker stalls.

Don't miss: Luckin Coffee gets 'stylo' with MILO this National Day 

Building on the game's colourful characters, Sweatshop has extended the campaign across out-of-home, social and digital channels, with the illustrated hawker mascots taking centre stage alongside a tongue-in-cheek anthem film celebrating both Singapore's food culture and the people who have kept it alive for generations. This includes the uncle who calls patrons 'boss', the aunty who remembers orders and more. 

The campaign also introduces an experiential element at Lau Pa Sat through "Catch-a-satay", an arcade-inspired activation based on the market's famed Satay Street. Visitors can compete to catch falling satay sticks to win prizes, including limited-edition plush collectibles inspired by four local dishes, vouchers and copies of the exclusive Hawker Wars card game.

Meanwhile, diners who spend at Lau Pa Sat can collect stamps to redeem either the limited-edition Hawker Feast blind bag plushies or the Hawker Wars: Lau Pa Sat edition card game.

The campaign culminates on 31 August with a "Vote for your National dish" activation, where visitors can cast their vote for Singapore's national dish and purchase the winning favourite for 61 cents.

According to Lau Pa Sat, the campaign aims to celebrate not only the food synonymous with Singapore, but also the hawkers who have become part of the nation's everyday life.

"For generations, Lau Pa Sat has been where Singaporeans and foreign visitors come together over food. This National Day, we wanted to celebrate not just the dishes people love, but the hawkers whose passion and dedication keep our food culture alive every day," said Andrew Tan, head of marketing, food services at FairPrice Group.

"By partnering with Sweatshop and SYNT Studio, we've created a campaign that we hope reminds Singaporeans that supporting hawkers at Lau Pa Sat is one of the most meaningful ways to celebrate what makes Singapore special," he added. 

In tandem, Adrian Yeap, co-founder and chief creative officer at Sweatshop, said: "National Day campaigns usually celebrate the symbols of Singapore. We wanted to celebrate something Singaporeans experience every day."

"Hawker food is one of the few things every Singaporean has an opinion on, a favourite stall for, and an emotional connection to. So instead of asking people to simply support hawkers, we wanted to remind them that every meal at Lau Pa Sat is also a vote for preserving one of Singapore's greatest cultural treasures," added Yeap. 

Lau Pa Sat's campaign comes as brands increasingly move beyond traditional National Day messaging centred on national symbols, instead finding new ways to celebrate the everyday people, places and experiences that define Singapore.

Earlier this week, Klook partnered with ItsRainingRaincoats to launch a campaign that gifts migrant workers cultural experiences across Singapore whenever consumers redeem eligible SG Culture Pass activities, recognising their contributions to the nation while encouraging locals to share the country's heritage.

Meanwhile, UNIQLO teamed up with the Land Transport Authority to transform MRT neighbourhoods into wearable art through a SG61 collection inspired by the communities Singaporeans live, work and commute through, celebrating the everyday moments that make the city feel like home.

Related articles:  
How Lau Pa Sat transformed a CNY zodiac carousel into a Raya showcase  
Tiong Bahru Bakery flips hawker food on its head with Lau Pa Sat collab  
Accenture Song reinvents local hawker culture in unscripted documentary