Walk through 1950s history at the newly reopened Chinatown Heritage Centre

SINGAPORE – Step back into the sights and sounds of Chinatown’s bustling 1950s marketplace at the newly reopened Chinatown Heritage Centre (CHC).

After closing its doors in March 2021, the centre in Pagoda Street reopened in January, following a major revamp under a new operator, Woopa Travels.

It had closed owing to difficulties arising from the Covid-19 pandemic and international travel restrictions.

Now fully restored, the centre offers a mix of original features such as displays of a traditional tailor’s shop and wooden cubicle homes, and new ones like the 1950s marketplace with street food vendors and letter writers.

A dedicated gallery showcases eight heritage brands like Eu Yan Sang, a household name in traditional Chinese medicine, and traditional Cantonese pastry shop Tong Heng, complete with original artefacts from the businesses in their early days.

The centre had a formal reopening ceremony on May 13, attended by Mr Alvin Tan, Minister of State for Culture, Community and Youth.

Mr Suen Tat Yam, 39, chief executive of Woopa Travels, said the centre has had about 31,000 visitors since its soft launch in January. The aim is to increase its footfall to 100,000 visitors per year by the end of 2025.

Tickets to the centre are priced at $15 for Singapore residents and $12 for local children and seniors.

In conjunction with the nation’s 60th birthday, Singaporeans can look forward to promotions until Aug 31. These include one-for-one free admission for Singapore resident seniors from Tuesdays to Thursdays and a 20 per cent price discount on a tour, Under One Roof, that takes place every Friday and Saturday at 5.30pm.

The centre will also have interactive features, including QR codes that visitors can scan to access more information and quizzes.

Visitors can sign up for guided tours, such as the immersive theatrical experience Under One Roof, aimed at bringing displays to life through characters.

Speaking to the media, CHC’s executive director Cai Yinzhou, 35, said: “Many international brands might have bigger marketing budgets that smaller brands lack (owing to resource constraints).

“We really hope the visibility which heritage brands can get from being showcased in our centre and retail space can direct visitors to their shops, which are located in the vicinity.”

Mr Cai, who is a newly elected MP for Bishan-Toa Payoh GRC, pointed to the centre’s promotional campaigns, which include exclusive perks and discounts from businesses around Chinatown for CHC ticket holders.

These include Killiney Singapore, Gelato Garden and Elegance of Nanyang, all located in Smith Street.

Mr Cai also said the centre aims to be a community space, work with other groups in the precinct, and support local events such as Chinese New Year and Moon Cake Festival celebrations.

“These are ways we hope to bring the community to our centre, and use our centre as a platform for (local businesses) to enjoy the spillover effects of the crowds,” he added.

One heritage brand being showcased at the centre is Tin Sing Goldsmiths, which was founded in 1937.

Mr Wan Shung Ming, its executive director, said: “We have been here (in Chinatown) for 90 years. When CHC wants to promote Chinatown’s heritage, fundamentally, we must support them.”

Ms Ana Fong, 60, a fourth-generation member of the family who owns Tong Heng, the bakery behind the iconic diamond-shaped egg tarts, said: “My great-grandfather started the business in Smith Street. We have been here for close to 90 years, so, to me, Chinatown is our home.

“To choose us to represent on behalf of (other businesses in Chinatown), I think it’s a privilege to be featured inside.”

Ms Fong said Tong Heng’s goal is to be an “old brand, but not so old school”, to appeal to customers across generations. The business has made efforts in innovation by working with traditional and newer brands, and coming up with trendy creations like a truffle egg tart.

Mr Tan, who is also Minister of State for Trade and Industry, said in his opening address: “In order to make sure that our tourism sector continues to be very vibrant, we need to make sure all of our different parts of the tourism sector start to grow, and we must inject new and fresh ideas, like (with) Chinatown Heritage Centre.

“This is one of our new jewels in our whole tourism suite that we can offer to tourists as well as Singaporeans alike.”

Having volunteered in the Chinatown precinct in his youth, Mr Tan said stories he had heard from the local immigrant community in the area are now encapsulated in the CHC.

These stories are a reminder of the past, going back to the years when pioneers “toiled during the British colonial era, up until 1965 and up until today”, he said.

The CHC is a bridge between the past and present, said Mr Tan.

“It is a reminder to all of us who are much younger, what the past was and what we must treasure, because if we forget the past, then we aren’t able to remember what we need to have to steward the future for Singapore.”