"Exploratory study on the integration of filipino food in the local haw" by Sherren B. Manaois

Exploratory study on the integration of filipino food in the local hawker centres in Singapore with respect to the acceptability of the food among Singaporeans & non-Filipino migrants

Date of Publication

4-2011

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Food and Beverage Management | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Mary Julie B. Tanada

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Jose Luis Liongson
Joanna Acosta

Abstract/Summary

The researcher’s personal observation on the presence of Filipino food in the hawker centres, her interaction with leaders and key members of the Filipino community in Singapore and her involvement in the first Filipino cook book published by a Filipino university alumni organization in Singapore, prompted her to work on this topic about the Filipino Food Acceptability in Singapore’s Hawker Centres.

Filipino food presence in Singapore is becoming a noticeable addition in the food industry with the advertisements particularly of 7107 in food programs aired on Asian Food Channel and mentions of Filipino foods in Singapore by bloggers and food enthusiasts both online and on magazines such as Expat Living Singapore, . With the information going around the community, the Filipino food is slowly finding its way to the list of food choices of the locals. Food and cultural infusion is starting to manifest the communities in Singapore.

In 2001, when the researcher first came to the City-State, Lucky Plaza was the sole place where one can find Filipino food. It is a relatively old mall situated in the heart of the city where Filipino merchandise is available. However, upon the return of the researcher in Singapore in 2007, news had been spreading about the emergence of Filipino food stalls in the hawker centres – a dinning place where the usual finds are local Chinese, Malay and Indian cuisines (http://www.singaporefoodhistory.com).

This piece of research collates the ideas of Singapore locals about Filipino food in terms of taste, price, appearance and availability in the local market. It also presents partial collective information of Filipino food in the Singapore market. It offers an initial outlook enough to initiate a deeper study to understand better the infusion of Filipino food with the Singaporean palate – a blending of cultures between two nations.

Through this work, Filipino businessmen and other budding Filipino entrepreneurs who are into the Filipino cooked food industry will gain a more concrete idea on the perception of the Singapore locals on Filipino cuisines hence, can start to work on modifying the taste to adapt to the local palate, to improve locations and presentation of food to make it more attractive to the Singaporeans, and adjust the prices in accordance to the local market benchmarking thus making Filipino food more acceptable in the Singapore cooked food market.

This can also be a rich source of ideas for scholars of cultures and international relations as this study also presents tidbits on the outlook of Singapore locals on Filipino food. It can also be a starting point for the Philippine Diplomatic community especially the Philippine’s Department of Trade and Industry for projects that will unify the Filipino community in shaping an identity in the city-state.

Abstract Format

html

Language

English

Format

Electronic

Electronic File Format

MS WORD

Accession Number

CDTG004922

Shelf Location

Archives, The Learning Commons, 12F Henry Sy, Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Street food--Singapore; Food courts--Singapore

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Embargo Period

3-12-2024

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