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A Teochew New Year

Do you know the Yusheng that is popularized in Singapore follows the Cantonese Style? How about Teochew Yusheng?

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The Brief

Chinese New Year not only marks the turn of the lunisolar calendar, but a celebration of heritage and chinese festivity. Amongst the many chinese restaurants in Singapore, and the trend of fusion Yusheng, how could we thrust Ah Orh Seafood Restaurant into the limelight?

The challenge

Jostling for brand awareness amidst a crowded media landscape during the Chinese New Year period was a challenge. Share of voice have been dominated by hotel chains and their huge media buy budgets.

The solution

Whilst not competing on premium ingredients nor dedicate craftsmanship, we spun a story of lesser known Chinese New Year dishes.

We brought out two lesser known traditional Chinese New Year dishes - the Teochew Yusheng and the Seven Assorted Vegetables. (潮州七样菜)

Tossing to prosperity with Ah Orh’s traditional Teochew Yusheng

Unlike the Cantonese Style Yusheng which is more common in Singapore, Teochew Yusheng consists of completely different ingredients. With the Cantonese, shredded red carrots, ginger, pomelo, green radish, grated peanuts and salmon are tossed together with other condiments. However, in Teochew Yusheng, cucumber, lettuce, chrysanthemum leaves, celery, radish, preserved turnip and finely sliced wolf herring (sai toh fish) are used instead.

A taste of tradition – the Seven Assorted Vegetables

A traditional dish dating back to the Jin Dynasty (AD 266 – 420), and unique to the Teochew community, this dish consists of seven different types of vegetables and is typically eaten on the seventh day of the lunar new year, in hopes of an abundant year. The vegetables, milky chinese cabbage, choy sum, cabbage, bok choy, mustard, spinach, and chinese cabbage are served in a stew.

Results

We acquired media coverage from mainstream chinese publications and prominent food blogs, such as SethLui, Straits Times, ZaoBao and U-weekly. AVE was in excess of $50,000.