Your S’pore Story: ‘I have always wanted the Uncle Ringo brand to sell happiness’

If you have ever been on a merry-go-round at a pasar malam (night market), or a bumper car ride at a fun fair in Singapore, odds are you have been acquainted with Uncle Ringo.

The iconic travelling carnival operator was set up in 1984 because Mr Lee Woon Chiang wanted to bring more entertainment options to children. 

Watch his video.

His business name was inspired by his boyhood nickname ‘Ringo’ – given by friends named John and Paul who joked he should complete their Beatles set. Though he played the guitar rather than drums, the moniker stuck and later became Uncle Ringo.

Formerly a chemical trader, he has been the driving force behind roving carnivals in the heartlands and dazzling circus shows alike – all in the name of fun for the whole family.

Even though entertainment preferences have evolved dramatically over the last few decades, Uncle Ringo’s mix of nostalgic carnival rides continues to delight generations of Singaporeans.

Mr Lee, who is now 72, shares what has kept him inspired to run the business all these years, and his hopes for the next chapter of Uncle Ringo.

“My own experience with fun fairs and carnivals began when I was a teenager in the mid-1960s. My commute home during my secondary school years led me through an amusement park, so I had many good memories of going on the rides with my friends or just watching other people have fun. I decided I wanted to do something that brought happiness to others and set up Uncle Ringo.

We started with coin-operated kiddie rides at the pasar malams, but they soon could not cope with the crowd sizes. I had to import larger rides, such as a merry-go-round from Germany. I used to travel to the UK a few times every year to visit friends, who are in the travelling carnival business, to gain inspiration and also purchase some second-hand rides.

My first big carnival was held in 1985. It was a month-long event at an open field next to Parkway Parade and I brought in a few big rides for it. That was the start of us holding big events. The atmosphere was excellent – seeing all the happy families inspired me to go even bigger.

I am thankful that my wife is so understanding. Because of the nature of the business, I have to work weekends, school holidays and public holidays, and sometimes past midnight. In the early days of Uncle Ringo, she also helped out in the business.

My daughter also joined us when she was about eight years old. At the start, she just played on the rides, but as she got older, she helped out at the stalls, selling popcorn and balloons. It is truly a family business.

Compared to the 1980s, there aren’t as many requests to hold events like ours now. But I believe fun fairs are evergreen because they are a place where parents and their children get to have fun together. Young parents who grew up spending time with their parents at fun fairs have very fond memories of these experiences.

Manpower shortage continues to be an issue. Working for a carnival operator is not a job that many Singaporeans want to take on because it involves construction and long hours. My daughter has been running the business for more than 10 years, and we have been thinking about how we can pivot the business to reduce the travelling carnival aspect and warehouse rental costs.

From the start, I have always intended for the Uncle Ringo brand to sell happiness. With what is happening around the world, I also hope to use Uncle Ringo as a platform to promote peace and love. Our journey in life is short, and if Uncle Ringo can contribute more to the community, it would be a great pleasure.”

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