Why Pasar Malam Is a Popular Singapore Food Joint

Updates: Geylang Serai Pasar Malam Ramadan Bazaar 2017 is back !

Food is a very sensitive aspect when it comes to human relations. The fact that human wants are insatiable adds more complications to food vendors. One man’s meat is another man’s poison, is another principle that affects the food industry. However, for any eatery to succeed it must encompass most of the people wants. It is next to impossible to cater for all needs and requirements of humans; you may end up closing the business.

A few yards away from the iconic NEX shopping complex, is the Pasar Malam. This facility harbors most of the foods from all diversities and lifestyles. With Singapore having a recognizable food culture, any food industry will have to convince the population that they can do it. Most of the residents have high sensitivity when it comes to food matters. In addition, the population is welcoming to new foods, so long as they suit their tastes.

The Pasar Malam


Singapore has over five different ethnic groups. With such a combination, you should expect some variations ion preferences and choices, especially of food. This is the case for the Singapore population, with culture having their best of choices. For such a context, food vendors have a tough job in accommodating the various requirements. It being a business, the only secret would be to accommodate the basics of each.

For the Pasar region, it combines street food vendors to indoor arenas with a variety of delicacies. For street vendors, fast foods are the most common types of foods.  In this context, the fast foods will include wheat and rice dishes, packed for convenience. Some other vendors have specializations in the ancient recipes, done in the modern way. In door eateries, represent the latest of the food recipes from a global perspective. It is possible to get any variety of cultural foods from these arenas.

Why It Is Popular

Many factors affect the popularity of a food joint. Initially hygiene was the key factor in choosing a food joint. However, in the modern world, most hotels and eateries have high levels of hygiene and other factors come into play. For Pasar Malam, the following factors influence its popularity:

Adequate Space

Although there is always an upsurge of traffic, the Pasar is always accommodative. Maybe the orientation and distribution of stalls may have favored this. Recently, it has adopted Block 263, towards the MRT station, which has created more space. Most of the food stalls have adequate entry and exits, a measure that reduces congestion.

Variety of Foods

A quick walk through the street vendors in this region will assure you that all cultures have been included. The region hosts various food vendors each with a unique food product. It is possible to have two vendors dealing with the same basic product, but the results are different. For such a country with different cultures, variability of foods is the way to go.

In addition, the blending of ancient menus with modern ones is another aspect in variability. While some people will prefer to remain ancient, some will need the modern delicacies. Occasionally, these classes will interchange, and the Pasar vendors are always at this service.

Prices adjustments


When entities dealing with the same product are in the same location, competition comes in and prices drop. This is the case for the Malam region, where the prices of foods are cheaper when compared to other regions. With completion comes quality in an effort to maintain the customer base. All these factors have worked positively in making Pasar Malam a popular food region in Singapore.

Turning a Food Blogger Is Just a Taste Bud Away

Love traveling, do you? Singapore is a great place to visit if you’re narrowing down your list of must-visit places. It’s not going to be an expensive deal if you plan your finances well in time; last minute scheduling can be a killer. Plan your trip ahead of time, and you’re sure to get pretty amazing deals, so say people who have made poor choices with their travel plans.
Keeping Singapore in mind, there’s a lot you can do out there besides visiting the highs and lows of the city – skyscrapers, typical tourist spots.

How about blogging about the amazing spread of food the country has to offer? Sounds exciting, eh? It is.

Get this: you get to walk the streets, step into one of them quaint places to the more posh restaurants. Jog the blogger in you, already! Transform yourself into the ideal Singapore food blogger; you’ll be doing yourself a huge favor.

Being a food blogger is exciting! If you love exploring food, this is your chance; use the opportunity at hand, and turn it into a blossoming career. You might be residing in Singapore, which would mean you already know the best and worst places, and what’s trending in the food industry.

Once you know your way around, it’s just a matter of trusting your taste buds to do the job. Blend your words and opinions in such a way that they speak the truth, and the whole truth. Be authentic and true to your passion on being a reliable Singapore food blogger.

The next time you decide food-hopping, drag someone along for company; oftentimes, two heads work better than one. It also keeps the experience vibrant and interesting when you have someone with you to brainstorm opinions and ideas. Blogging is picking up fast and big, and it’s a splendid way to get your foot in this booming industry.

Chinese Food

When it comes to corporate gift-giving, food items are usually not high on the list. For a wide variety of reasons, it’s usually a smart idea to step away from giving out food items. From time to time, companies do give out food, but this is usually in the kind of non-perishables. We’re talking about tightly packed desserts or small candy items that have a long shelf life. It’s a rare situation where you get to see a company give out fresh food.

It’s not like this does not happen, but it is a fairly rare situation. There’s a good reason for this. First of all, you would not want to give out food that spoils easily. The last thing that you want for your brand is to have it associated with a spoiled or off colored food. Chinese food can be a great corporate gift if you know the ins and outs of giving this type of bounty. Here are some tips that would enable you to give away Chinese food items as part of your corporate branding and giveaway program without negative effects on your brand.

Stick to gift certificates

The safest way to give a Chinese food is the safest way to give any kind of food: gift certificates. The great thing about gift certificates is that you play off the prestige and brand power of the retailer who is going to honor the gift certificates. You win twice. First, you make a good impression by giving out Chinese food gift certificates. Second, the recipient would have to go to a recognized retailer or restaurant chain to redeem the gift certificates.

Depending on who you partner with, this can produce a secondary win, which is, the recipient might be impressed by the solid brand of the restaurant that’s actually honoring the certificates. This requires that you pick the right restaurant chain. You can’t just select any random Chinese restaurant. That is playing with fire. Make sure to pick a provider that has a solid track record of producing great food and has a clean brand reputation in the area you’re marketing to.

Do recipient research first


Photo: Beauty in the Pot

It’s always a good idea to interview, survey or poll your potential recipient pool first. What you’re trying to do here is you’re trying to do a clear consensus of the form of Chinese food you should give away. Do they have a preference for gift certificates? Would they actually want to receive specific dried food or grocery food items? You would be surprised as to what you’d find out because the more targeted your customer intelligence gathering, the more responsive your recipients would be to your branding campaign.

Keep in mind that this is a branding campaign. This is not just you operating out of the kindness of your own heart. You are not doing this for your health. You are doing this to achieve some sort of return on investment. Always keep this mind. It’s too easy to lose sight of this and end up giving away Chinese food for the sake of giving away Chinese food. That’s just rolling the dice. You want to make sure that for every hard earned dollar you spend on Chinese food giveaways, your company would benefit in a measurable positive way

Pick the average “level” of Chinese food your audience base prefers

Usually, when people are surveyed regarding food, there are many different levels of food interest. Some people prefer fine dining. Other people would settle for sit down restaurant. There are a number of people who prefer fast food. There are different sub-markets. What’s important is for you to figure out what kind of Chinese food your target market prefers. There are “Americanized, Australianized, Anglicized or Europeanized” ethnic food. This doesn’t just happen to Chinese food. This happens to Indian food and other types of cuisine. This definitely happens to Mexican food.

What you’re trying to figure out in your customer research is to determine whether your base of recipients prefers “authentic” Chinese food or a specific type of hybridized local cuisine. What’s important is not whether you’re trying to be as authentic as possible. Instead, you should focus on catering to the actual taste of your potential recipients. This is how you ensure that your gift certificates would be a hit. You do not want to give away “authentic” food only to see your branding efforts fall flat because it turns out your recipients couldn’t care less about authenticity.

Make sure the gift certificates play up the selection of food

In addition to making sure that the gift certificate has a nice grabbing cover, insist on gift certificates designed to play up the selection of food available. This packs a lot more value into your gift. The whole point of corporate gift giving is to shine the best light possible on your brand. Nothing makes your brand better than getting your message across that you truly care about the needs of the recipient. When you appeal to the very human need for selection and diversity, you communicate your concern for the needs of your audience. This is why you should always insist on gift certificates that have pictures of Chinese food.

Some other considerations

You should ask for customizing the cover where you could have your corporate logo placed. This is the bare minimum. If you want to go all the way, don’t just ask for logo customization. Ask for a whole series of gift certificates printed specifically for your campaign. Of course, this is going to cost more. Do your proper math to ensure that you maximize your return on investment by going this route.

Another thing you might want to consider is there should be different levels in the gift certificate’s cash value. This is because your recipients are not uniform. Some recipients are more valuable than others. Accordingly, they would feel much better if you would give them higher value gift certificates while people who do really much business with your company can get cheaper gift certificates.

You might want to consider tying the distribution of your gift certificates to special Chinese holidays like Chinese New Year or certain lunar festivals. This increases the relevance of the gift certificate. It provides some sort of context for it. Finally, you might want to avoid stereotypical details. Avoid “foreign script” many printers use for Chinese restaurants or any Chinese subjects. Avoid using stereotypical characters or anything that would make your company look culturally insensitive.

Singapore’s Cultural Foods

Among the aspects that define a culture is food. Even with the adopting of modern foods, the cultural foods play a big role in defining a certain culture. Despite Singapore’s small size, the country enjoys one of the strongest cultures of food. May be its small size has contributed to the harmonisations of the different foods, to create a uniform food culture.

While many countries are adapting the modern foods, Singapore Cultural Foods are still intact. The many food festivals that the country holds are among the factors that has enabled this maintenance of culture. Even in the festivals, most of the Singapore’s delicacies will have part of the cultural foods. In addition, the hotel menus will always include either none or the combination of these foods. The foods are the following:

Sea Food


Source: http://www.foodgem.sg

Most of the seafood delicacies come from this region. Since ancient times, Sea animals and weeds have played a big role in the diets of the residents. Historically, the medicine men would source their herbs from the sea for treating various diseases. It was also a common belief that the sea animals had curing capabilities, which made their consumption popular from generation to generation.

Overtime, the speculations proved true as scientists confirmed the nutritional aspects of seafood. With that, Singapore residents started creating menus for meals such as oysters, fishy sambals and many other sea-life delicacies. Even in the modern world, most of the delicacies from this region have revolved around new seaweeds or animals.


With the country having a mix up of ethnic groups, wheat was a harmoniser between the cultures. In an effort to get maximum results from wheat, noodles replaced the ancient breads. In the modern context, this regions leads in production and consumption of noodles. Being among the Cultural Foods, noodles form a basis for many delicacies, especially in the food festivals.

Since their inventions, spices and herbs have become part of noodle delicacies. With most of the herbs coming from the sea, noodles combine the aspect of seafood and it is common to have recipes combining both of this.


With the country being among the rice producers, rice has been a cultural delicacy for many years. It is no wonder why most of the rice recipes come from this region. In most hotels, lunch dishes will involve some rice combined with some a protein compliment. As it is the custom, spicing and favouring are among the developments for rice, to make it more convenient for the modern population.

The Durian fruit is an important dessert food for rice diets. Recently, the chefs have included Dreamlike porridge made from rice, in an effort to optimize rice consumption, and maintain the culture.


The Bak Kut Teh is among the most common soups native to Singapore. It is soup derived from boiling the ribs of pork and served with all the above foods. Due to the high levels of fats in the soup, it is usually high in pepper and garlic to alter the taste.  Garlic is the main spice used in most of the soups, due to taste and maybe the nutritional benefits.


The old coffee culture of Singapore comes from these coffee shops (KopiTiam). Most of them will include a café for breakfast and a bar for evening gatherings. In addition to the coffee, it is from these joints that you get to feel the cultural Kaya toast, which is a blend of ancient and modern Singapore cultures. The original tastes of these tastes are exclusive to this region, with more tastes coming up with each new food festival.