Joo Chiat as tourist draw: Can it stay cool without losing its soul?

SINGAPORE – Veteran kebaya-maker Raymond Wong, 47, has watched

tourist traffic to Joo Chiat grow over the past year,

from tour coaches on quick photo stops at the neighbourhood’s murals and pastel-hued shophouses, to younger groups strolling through, armed with must-do lists.

Mr Wong, who runs Rumah Kim Choo, a shop in East Coast Road dedicated to showcasing Nonya culture, said tourists – drawn in by the area’s heritage and vibrancy – today account for as much as 40 per cent of his business.

A new Singapore Tourism Board (STB) campaign aimed at young professionals will put an even bigger spotlight on the area, raising hopes for a further tourism boost but also questions about how much buzz the neighbourhood can bear.

Mr Wong said the campaign validates Joo Chiat, with its own rich history, as a microcosm of the country’s multicultural society. At the same time, its appeal lies in tourism not being an end-goal but a by-product of its authenticity as a living neighbourhood, he added.

“What makes Joo Chiat special is precisely that it hasn’t been overly polished,” said Mr Wong, a resident there since birth. “The everyday rhythm – residents, small family businesses, places of worship – that’s the soul of the area.”

Brothers Edmond Wong (left) and Raymond Wong at their Kim Choo Kueh Chang shop at 60 Joo Chiat Place on Feb 20.

ST PHOTO: CHONG JUN LIANG

Ms Huo Yixuan, 31, is inclined to agree. The Jiangsu native said she read rave reviews about the surfeit of local food and culture in Joo Chiat on Chinese social media app Xiaohongshu, and decided to base herself at Hotel Indigo – the site of the conserved former Joo Chiat Police Station – for her first trip here.

“This place has what I call the Nanyang flavour, where I can see the everyday lives of Singaporeans,” she told The Straits Times.

In February, STB said it would spotlight “hidden gems” such as Joo Chiat as part of its

“We don’t wait for fun” campaign

aimed at 25- to 39-year-olds across nine markets, including China, Indonesia, Thailand and Vietnam.

A new Singapore Tourism Board campaign aimed at young professionals is putting an even bigger spotlight on Joo Chiat.

PHOTO: SINGAPORE TOURISM BOARD

STB’s director for segment marketing and visitor experience Lim Shoo Ling said the precinct was chosen as it exemplifies Singapore’s compact nature, where visitors can move from hipster cafes to museums, and take part in hands-on activities such as beading workshops and cooking demonstrations, all in a single day.

This combination of cultural activities to participate in and eclectic shops in one place appeals to early career travellers’ desire for self-discovery and local immersion, she added. Besides Joo Chiat, STB will also continue spotlighting other areas such as Sentosa, Chinatown and Kampong Gelam.

STB’s campaign builds on earlier initiatives aimed at sparking Singaporeans’ interest in their neighbourhoods’ histories. In 2011, the National Heritage Board (NHB) designated Joo Chiat as

Singapore’s first Heritage Town

, while in 2024 the precinct became NHB’s

first Heritage Activation Node

with street festivals, guided tours and talks.

In 2025, British media group Time Out named Joo Chiat one of the top 15 coolest streets in the world.

With the precinct becoming a tourist hot spot, Mr Wong said there are real concerns about noise, as Joo Chiat is still a residential neighbourhood.

His brother Edmond Wong, who chairs the Katong-Joo Chiat Business Association, said the precinct has to manage the delicate balance of being a vibrant destination with being a liveable place, and hopes the Government cultivates “a form of mindful tourism that values depth over density”.

Residents and business owners are also concerned that Joo Chiat will lose its authenticity if it becomes overly commercialised.

Fashion editor Aaron Kok, who lived in Joo Chiat for three years until recently, said he largely accepted that weekend crowds were part of the deal for living in a historic area. But he is worried that rising rents could force out businesses that had, for years, given the neighbourhood its quirks and identity.

“Every now and then, we see a business move out or close down, and it does worry me when yet another cookie-cutter business, flush with cash, takes over,” he said.

While icons such as Peranakan houses are essential for drawing in tourists, industry observers cautioned against driving superficial engagement.

“Much of the interaction at Joo Chiat remains surface-level – photography of colourful facades, cafe hopping, and social media visibility,” said Associate Professor Yeo Kang Shua of the Singapore University of Technology and Design. “While this is not necessarily negative, there is scope to deepen understanding.”

STB’s Ms Lim said the board recognises that tourism must be developed sustainably for both visitors and local communities. Since 2013, it has pursued quality tourism, prioritising growth in tourism spending over arrivals.

“Regarding tour bus and tourist activity in Joo Chiat, we are working with the Land Transport Authority to explore suitable operational arrangements that support a positive visitor experience while balancing traffic flow and the well-being of nearby residents,” she said, adding that the board also maintains a year-round calendar of events to diversify visitor demand.

Recognising that young professionals value exploring on their own terms, Ms Lim said STB is focusing on highlighting unique neighbourhood experiences that visitors can opt for, instead of promoting fixed, bundled itineraries.

Such gems include a tour where visitors can learn about the area’s Peranakan history from the seat of a vintage Vespa sidecar, and heritage trails where visitors can immerse themselves in Joo Chiat’s melting pot of cultures and traditions.

Ms Pauline Ng, 73, owner of Kopi Khoo, a home based coffee business, operated out of a window from the back of her home in an alley near Tembeling Road that was also recently repainted in a myriad of bright colours on Feb 20.

ST PHOTO: CHONG JUN LIANG

Observers such as real estate firm Savills Singapore executive director of retail and lifestyle Sulian Tan-Wijaya said more can be done to support local brands aligned with the area’s identity, while developers or master tenants should be incentivised to create community spaces with cultural content.

Even as the Government builds greater awareness of Joo Chiat among prospective tourists, business owners want greater investment in the precinct, such as through the existing NHB initiatives.

Mr Hadi Ong, who owns cat-themed souvenir shop Cat Socrates, said grants for heritage events, artisan workshops, or community-led festivals can deepen visitors’ engagement.

Mr Edmond Wong also suggested improving pedestrian connectivity and heritage signage, to create a more walkable precinct that encourages visitors to linger and learn, rather than stop only for photographs.

Digital and physical platforms that tell the area’s stories would also make its heritage more accessible, including to those with different needs, he added.