Celebrate the Community with Lucky Draws, Quests and Adventures Galore
The Heartlands Festival 2023, Singapore’s annual celebration of the heartlands, is set to return from 1 December 2023 to 31 January 2024. Taking on the theme “Celebrating the Community”, this year’s Heartlands Festival will see a renewed focus on connecting with younger generations, sustaining placemaking efforts and enhancing community bonds.
Launched in 2021, the Heartlands Festival is organised by Heartland Enterprise Centre Singapore (HECS) and supported by The Federation of Merchants’ Associations, Singapore (FMAS), Enterprise Singapore (EnterpriseSG), Housing & Development Board (HDB), and People’s Association (PA). To foster community engagement across generations, the festival invites all to participate in thrilling activities like the Heartlands Festival Lucky Draw, Heartlands Quest, and Heartlands Odyssey.
In the face of evolving challenges, this year’s celebration holds a significant meaning, fostering a renewed appreciation for the heartlands and the sense of community they provide. Beyond serving as mere hubs for goods and services, our heartlands embody the enduring kampung spirit, creating spaces where residents connect and build meaningful bonds. Actively preserving this community essence, the Heartlands Festival unites everyone, strengthening community ties through collective efforts – a powerful testament to the resilience and community spirit that define our heartlands, underscoring the importance of coming together in celebration.
The Quest of Hearty: Take to the Heartlands with Hearty
Heartlands Festival 2023 will be introducing its mascot and quest master, ‘Hearty’ – a heartland friend for all ages. A friendly and unifying character who embodies the spirit of the heartlands, Hearty will invite individuals to ‘The Quest of Hearty’, a gamified exploration to rediscover neighbourhoods, connect with the community and celebrate the heartlands that have shaped generations after generations.
Just as the heartlands provide a sense of comfort and stability, Hearty mirrors these qualities. Clad in a calming hue of blue, Hearty echoes the tranquillity found within these bustling communities, reflecting the serene comfort the heartlands offer amid urban life’s hustle and bustle. Adorned with a subtle yet captivating heart-shaped accent, Hearty symbolises the festival’s spirit, embracing the heart and soul of Singapore’s heartlands.
Heartlands Festival Lucky Draw: Level Up Your Savviness
Experience a dip of luck and elevate the festive spirit by participating in the Heartlands Festival Lucky Draw. From 1 December 2023 to 31 January 2024, heartlanders will have a chance to become a savvy heartland spender and win cash and prizes worth up to $9,988 with a minimum spend of $10.
Now in its third consecutive year, to boost community participation and offer support to the heartlands merchants, the Heartlands Festival Lucky Draw will host weekly draws every Friday, from 8 December 2023 to 27 January 2024 with prizes worth up to $400. The Grand Draw happening on 31 January 2024, will roll out cash prizes of up to $9,988 and 10 consolation winners can bag prizes worth up to $488.
To enter the lucky draw, one has to simply make a minimum purchase of $10 in a single receipt, scan a photo of your receipt or take a screenshot of your digital transaction, and submit it through the lucky draw form on the Heartlands Festival Lucky Draw website here. Boost those chances by opting for e-payment methods, or triple the odds by using NETS Contactless.
Heartlands Quest: Level Up Your Exploration Skills
The Heartlands Quest invites all heartlanders to explore both their own neighbourhoods and those beyond, with Hearty as their trusty companion. This two-month activation stands as a celebration of the unique charms of the heartlands and a tribute to the local businesses.
Taking place from 1 December 2023 to 31 January 2024, heartlanders can hone their exploration skills and navigate around Singapore, stepping out of their comfort zones to discover unsung heroes who have breathed life into the heartlands. Take on quests by simply scanning the QR codes to unlock interactive quizzes, accumulate points and receive attractive
rewards, all while indulging in a bit of shopping, and show extra love to heartland businesses.
Heartlands Odyssey: Level Up Your Adventure
Hearty challenges all with the Heartlands Odyssey, featuring themed races in five vibrant neighbourhoods: Toa Payoh, Upper Boon Keng, Chong Pang, Bukit Gombak, and Serangoon North. More than just a competition, participants are invited for a cultural exploration, reconnecting with the heartlands and uncovering their stories and culture.
From 2 December 2023 to 20 January 2024, participants of all ages can team up and dive into the city’s unique neighbourhoods through clues, activities and missions. Race against time as Hearty puts your teamwork, wits, speed and agility to the test, exploring historical landmarks, travelling back in time, discovering new tastes in local cuisine, and immersing in heartwarming cultural experiences that reflect the rich essence of the community.
A Sensory Exploration
Heartlands Festival has partnered with the National Heritage Board to offer an array of captivating heritage trails and exhibitions. Embark on a journey with Hearty to delve into the captivating stories of Singapore’s neighbourhoods. Uncover the rich history of areas like Boon Lay and Jurong East, spot iconic landmarks and learn about their evolution and transformation.
Take this heartland adventure to the next level with a series of curated exhibitions that celebrate Singapore’s cultural tapestry and heritage. Explore Singapore’s deep love affair with food and the nation’s rich culinary traditions, and revise the nation’s defining moments from its earliest beginnings to the independent, modern city-state it is today.
In addition to these offerings, don’t miss out on hyperlocal activities organised by Merchants’ and Hawkers’ Associations. From 2 December to 3 December 2023, enjoy a family fun-filled day at Katong Joo-Chiat Community Bazaar,organised by Katong-Joo Chiat Business Association, featuring stalls offering delectable food and drinks. Keat Hong 253 Merchants Association will also host a Christmas Fair from 25 December to 29 December 2023, with craft activities, light-ups, food bazaar and shopping rewards to be won in the neighbourhood.
Look forward to exciting activities by Singapore Toa Payoh Central Merchants’ Association after their kickoff at the Heartlands Odyssey race on December 2, including light-ups, night bazaar, spin & win and more.
Join us as communities unite through cultural discovery, engaging challenges, and a heartwarming celebration of our local identity. Get ready for an unforgettable experience that goes beyond the ordinary, unfolding the heart and soul of Singapore’s neighbourhoods.
Stay tuned for more exciting updates and additional lineup unveilings! Follow Heartlands Festival’s Instagram, Facebook and website for the latest information and surprises.
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