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Heartlands Festival 2021

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Heartlands Festival 2021, the first islandwide celebration of the heartlands, will take place from 28 November 2021 to 18 February 2022.

Organised by the Heartland Enterprise Centre Singapore (HECS) and supported by the Federation of Merchants’ Associations Singapore (FMAS), and Enterprise Singapore, the inaugural festival seeks to commemorate the adaptability, resilience and heritage of our heartland merchants and hawkers, and inspire all to look to the heartlands as a go-to destination to eat, play, shop and celebrate.

The three-month festival will be filled with programmes based on the following themes - Eat, Play, Shop and Celebrate, represented by the festival’s family of otters Eddy, Paddy, Sasha and Carly respectively. Inspired by Singaporeans’ cherished leisure activity of spotting otters, the festival captures the essence of life in the heartlands, with these well-loved mascots taking audiences through various programmes and activities that encompass the festival’s themes.

Eat

Physical: Eat will be celebrated through Eddy’s Ultimate Food Challenge, where participants can sign up via Instagram to compete against Zermatt Neo, one of Singapore’s most famous competitive eaters, in a timed eating contest. Qualifying rounds will take place across five neighbourhoods in Singapore from January 2022, while the final showdown with Zermatt will be held at the Closing Ceremony. The first to finish a whopping hawker food platter will earn the title of ‘Singapore’s Ultimate Foodie’ and walk away with a $500 NETS FlashPay Card.

Online: Top 100 Eats with Eddy – Hawkers Edition, celebrates our most beloved hawkers with a crowd-sourced list – by the people, for the people. Recommend your favourite hawker picks by commenting on Instagram posts to help us curate a list of 100 prominent hawker eats

Play

Physical: Play includes engaging programmes such as the Heartland Tours, which allow participants to learn about the culture and diversity of our heartlands through visiting iconic landmarks and nostalgic neighbourhood attractions and many more. The tours will commence in January 2022 across locations such as Ang Mo Kio/Kebun Baru, Bishan-Toa Payoh, Boon Lay, Bedok, Bras Basah/People’s Park Complex and Clementi.

Another exciting activity to keep an eye out for is the Heartlights Xperience Trails series, where the heartlands will come alive through five spectacular light and photo installations displayed across different heartlands, featuring favourite local pastimes and landmarks. The public can journey through the trails and experience immersive lighting decorations put up by the local merchants’ and hawkers’ associations.

Online: There will also be a uniquely Singaporean Instagram campaign, Heartland Gems: Hunt with Paddy, where participants will be invited to share fond memories of hidden local gems where they used to Shop and Play at while growing up in the heartlands.

Shop

Physical: In a timed race, Shop Your Hearts Out with Sasha is a shopping spree on us, that will take place in January 2022 across ten locations in Singapore. Participants in the race can stand to win prizes worth up to $400.

Also, Spend & Win with the Heartlands Festival Lucky Draw! From 28 November 2021 to 13 February 2022, stand a chance to win up to $388 in Weekly Lucky Draws and $3388 in the Grand Draw when you shop, eat or play in the heartlands. Spend a minimum of $10 in a single receipt at heartland businesses and submit your receipt or a screenshot of your digital transaction via the lucky draw form on our website. E-payment transactions will be awarded an additional chance. All the best!

Online: Check out our compilation of sweet deals and gifts that one can find in the heartlands in Sasha’s Xmas Gift Guide in December.

Images Credit: Heartlands Festival 2021