Accenture Song‘s inaugural documentary in Southeast Asia, titled ‘Second Servings,‘ sheds light on the stories of seasoned Singaporean hawker veterans. This film highlights the transformative journeys of individuals like Gina Rajan of Gina’s Vadai, Frankie Yeow and his wife Jane of Hwa Kee Chicken Rice, and Tan Boon Kiat of Armenian Street Char Kway Teow, showcasing their ability to reinvent themselves through a blend of creativity and digital technologies.
Singapore boasts a lively culinary landscape, hosting more than 13,000 licensed hawker stalls, hawker centres, and coffee shops. Recognizing the cultural significance of Singapore’s hawker culture, UNESCO designated it as an intangible Cultural Heritage of Humanity. Despite this honour, the national median age of hawkers hovers around 60 years, and the challenges of rising operating costs, evolving consumer preferences, and the rapid pace of change have rendered the trade unsustainable. ‘Second Servings’ acts as a compelling call to action, urging Singaporeans to preserve this living culture and inspiring hawkers to explore innovative approaches to sustain their trade.
“We had an ambition to support an industry close to most Singaporeans’ hearts. ‘Second Servings’ reflects our creativity and use of insights and technology to reimagine local businesses and celebrates the hawkers’ aspirations and drive to innovate. At Accenture Song, we help clients grow by being relevant to their customers. We hope the documentary can spark further industry discussions and rally people and organisations together to sustain and strengthen the hawker culture for generations to come.”
Thomas Mouritzen, Accenture Song Southeast Asia lead,
Reshma Ailmchandani serves as the director for this 46-minute unscripted documentary. Collaborating with Accenture Song, the hawkers embarked on a journey to safeguard their heritage dishes and adapt to the demands of the future. Over a span of 10 months, Accenture Song, alongside a team of creatives, designers, strategists, and technologists, developed digital marketing and product innovation strategies to help these hawkers reimagine their business models.
Co-produced with the Singapore-based production house IFA Media, ‘Second Servings’ is set to premiere on Mediacorp’s free-to-air television Channel 5 in Singapore on December 13, 2023, at 9:30 PM. The documentary not only tells the individual stories of hawker reinvention but also serves as a broader initiative to encourage the community to appreciate and sustain the rich cultural tapestry of Singapore’s hawker heritage.
