Yeo's launches exhibit to celebrate local twist to chrysanthemum tea

Beverage company Yeo Hiap Seng, better known as Yeo’s, has launched a new special edition orchid chrysanthemum tea and exhibition for Singapore HeritageFest in partnership with the National Heritage Board.

Resonating with the theme ‘Homeground: We Built This City’, festivalgoers will experience Yeo’s transformation through the ages from its humble beginnings as a beverage pushcart, nostalgic glass bottles and refreshed beverage packaging.

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As part of the partnership, the new orchid chrysanthemum tea aims to combine the crisp freshness of Singapore’s national emblem, the orchid, with the gentle undertones of the queen of chrysanthemum flowers.

“The orchid chrysanthemum tea was meticulously crafted with Singapore’s rich history of cultures and traditions in mind, offering a delicate blend of flavours,” said Yeo’s in a statement.

The packaging also features the Vanda Miss Joaquim orchid from the National Heritage Board’s collections, dating back to the 1970s. Following its debut at Singapore HeritageFest, the new drink will be made available at various National Day celebrations.

“We are honoured to participate in Singapore’s National Day celebrations, sharing the essence of our century-long heritage with the nation,” said Alex Chen, Yeo’s Singapore's head of marketing and business development.

“The orchid chrysanthemum tea is crafted to encapsulate the richness of our cultural tapestry, and we hope it creates a shared memory for everyone who receives it, uniting us as one people,” he explained.

Yeo’s also collaborated with artist Cheryl T on hand-painted coasters that feature intricate orchid and chrysanthemum designs.

As part of the partnership, Yeo’s has released a special edition orchid chrysanthemum tea and collaborated with artist Cheryl T on hand-painted coasters that feature the two key ingredients.

“Captivated by her hand-drawn Vanda Miss Joaquim designs, we worked with Cheryl to create meaningful keepsake coaster pieces that embody the shared values of Yeo’s and National Heritage Board: ‘Preserving Heritage, Preserving Goodness’,” said Chen in conversation with MARKETING-INTERACTIVE.

“With intricate orchid and chrysanthemum flowers personally hand-painted by Cheryl, our media partners and contest winners can retain a piece of unique keepsake that reminds them of the shared heritage and goodness,” he further added.

Festivalgoers can stand a chance to win a carton of Yeo’s special edition drinks and a hand-painted coaster by posting a creative photo or video of any Yeo’s branding they spot at the ‘Homeground’ installation.

Yeo’s recently launched rolled out three short films to celebrate the launch of its new soy milk product series, Yeo's Immuno soy milk.

The three short films convey the brand and product proposition with a light-hearted twist.

One ad, titled "The mum who is always on top of it all", sees a busy mother who is able to complete all her tasks such as checking emails, cleaning up toys and preparing lunch for her kids. She is also seen drinking a packet of Yeo's Immuno soy milk throughout the ad.

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