SINGAPORE \u2013 Veteran kebaya-maker Raymond Wong, 47, has watched<\/p>\n tourist traffic to Joo Chiat grow over the past year,<\/p>\n <\/a> from tour coaches on quick photo stops at the neighbourhood\u2019s murals and pastel-hued shophouses, to younger groups strolling through, armed with must-do lists. <\/p>\n Mr Wong, who runs Rumah Kim Choo, a shop in East Coast Road dedicated to showcasing Nonya culture, said tourists \u2013 drawn in by the area\u2019s heritage and vibrancy \u2013 today account for as much as 40 per cent of his business. <\/p>\n 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.<\/p>\n Mr Wong said the campaign validates Joo Chiat, with its own rich history, as a microcosm of the country\u2019s 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.<\/p>\n \u201cWhat makes Joo Chiat special is precisely that it hasn\u2019t been overly polished,\u201d said Mr Wong, a resident there since birth. \u201cThe everyday rhythm \u2013 residents, small family businesses, places of worship \u2013 that\u2019s the soul of the area.\u201d<\/p>\n Brothers Edmond Wong (left) and Raymond Wong at their Kim Choo Kueh Chang shop at 60 Joo Chiat Place on Feb 20.<\/p>\n ST PHOTO: CHONG JUN LIANG<\/p>\n<\/figcaption><\/figure>\n 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 \u2013 the site of the conserved former Joo Chiat Police Station \u2013 for her first trip here.<\/p>\n \u201cThis place has what I call the Nanyang flavour, where I can see the everyday lives of Singaporeans,\u201d she told The Straits Times. <\/p>\n In February, STB said it would spotlight \u201chidden gems\u201d such as Joo Chiat as part of its <\/p>\n \u201cWe don\u2019t wait for fun\u201d campaign<\/p>\n <\/a> aimed at 25- to 39-year-olds across nine markets, including China, Indonesia, Thailand and Vietnam.<\/p>\n A new Singapore Tourism Board campaign aimed at young professionals is putting an even bigger spotlight on Joo Chiat.<\/p>\n PHOTO: SINGAPORE TOURISM BOARD<\/p>\n<\/figcaption><\/figure>\n STB\u2019s director for segment marketing and visitor experience Lim Shoo Ling said the precinct was chosen as it exemplifies Singapore\u2019s 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.<\/p>\n This combination of cultural activities to participate in and eclectic shops in one place appeals to early career travellers\u2019 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.<\/p>\n STB\u2019s campaign builds on earlier initiatives aimed at sparking Singaporeans\u2019 interest in their neighbourhoods\u2019 histories. In 2011, the National Heritage Board (NHB) designated Joo Chiat as <\/p>\n Singapore\u2019s first Heritage Town<\/p>\n <\/a>, while in 2024 the precinct became NHB\u2019s <\/p>\n first Heritage Activation Node<\/p>\n <\/a> with street festivals, guided tours and talks.<\/p>\n In 2025, British media group Time Out named Joo Chiat one of the top 15 coolest streets in the world.<\/p>\n<\/picture><\/div>
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