In the heart of a Singapore nightlife hotspot, we created a pop-up Chinese medicine hall with a modern twist. We introduced Millennials to the ways TCM can cure modern ailments using a series of activations inside the façade of trendy speakeasy The Library, undergoing a relaunch at the same time.

To round out the experience, Library mixologists collaborated with Eu Yan Sang’s medically certified physicians to create a series of tasty TCM-infused cocktails; the stimulating ‘Rice and Shine’, which contains ginger and ginseng; the ‘Thousand Eyes Cobbler’, rum infused with passion fruit and five spices aiding digestion; the ‘Ice Land’ cocktail contains a cooling liquorice, commonly used to relieve sore throat.

Stylized roots spill onto the street, drawing visitors into the pop-up ‘Chinese medicine hall’ dominated by a large tree, representing the Eu Yan Sang logo.

Divided into blue symbolising yin (earth) energy and red for yang (sky) – fundamental TCM concepts – the room contains ingredient-filled burlap sacks, neon lights, colourful posters and activations, including:

- The ‘periodic table’ of herbs – displaying packaging-free TCM ingredients to explore

- Four-tune cards – containing promo codes and traditional cures for modern ailments: screen-tired eyes (‘when eyes are one with your screens’);

hangovers (‘when vodka is always the answer’), fatigue (‘get into the groove’), and virility (stay ‘strong like and ox’),

- Dream Remedy cards – to share your wishes with the Sinseh (Singapore dialect for doctor)

- Drinking Personality quiz – to reveal your perfect herb-infused cocktail. Leave your email address and get one free from the mixologist in the hidden bar

The objective was to raise awareness and change Millennial perception of EYS. While the client prefers to keep results confidential, feedback indicates that the pop-up experience transformed brand perceptions and created a new generation of TCM customers.

Serene Seow, Managing Director of Eu Yan Sang Singapore says: “We are delighted to have the opportunity to engage with the younger generation through our first pop-up store in a bar. It has attracted passers-by with its vibrant burst of colours and ‘roots’ stretching out across the adjacent walkway. This chic design has raised awareness and drawn Millennials closer to our brand, giving them a fresh perspective on TCM.”

The experience featured in top national (AsiaOne, Channel 8 News, Straits Times, The Business Times) and entertainment media (Popspoken, Coconuts CityNomads, Peak Magazine); visit bit.ly/EYS_news. Instagrammers connected with the space and herbal cocktails throughout the period (bit.ly/EYS_Social).