A Visual Communication exploration of positioning Teochew culture for a contemporary audience.

Stemming from the word – Utopia, which is defined as “an imagined place or state of things in which everything is perfect”, CHEWTOPIA is a theme park where viewers are invited to enter and immerse themselves in the sights and sounds of the Teochew culture. It includes attractions and rides that are inspired by the culture’s rich architecture, lifestyle, food and history.

Through this theme park journey and the features created within, CHEWTOPIA aims to narrate the Teochew culture in an engaging way that is relevant to a contemporary audience, in hopes of encouraging younger Singaporean Teochews to take heart and pride in the understanding, caring for and eventual preserving of their own culture.

Map of Chewtopia
Chewtopia promotional poster
Ride information booklets
Show times poster
Tea packaging & manual
Jian Nian souvenir kit
Vinyl sleeve & label
Menu placemat

Date: 2015