Yeo’s and Forsman & Bodenfors bring back childhood fun with SG60 Kampong Games

Yeo Hiap Seng (Yeo’s) has partnered with Forsman & Bodenfors Singapore to celebrate Singapore’s 60th anniversary by bringing back treasured childhood games. To mark SG60, Yeo’s staged a three-day Kampong Games activation at the open grounds of One Holland Village, aiming to revive the joy of play and foster a sense of community spirit.

With its 120 – year legacy, Yeo’s as a champion of preserving timeless Asian flavours, wanted to honour other aspects of Singapore’s heritage that still hold an important place in our culture.

Yeo’s Kampong Games activation was a celebration of the good old days, where neighbours became friends and games were played from dawn to dusk. Whether to play for fun or just be there to cheer, Yeo’s wanted to capture some of the Singapore spirit of community, connection, and kampong joy.

The Yeo’s Kampong Games took design cues from HDB void decks paired with the sporting symbols of coloured rings. Authentic pop-up mamak stalls and bricked void deck corners set the stage to bring the activation alive.

Held last week, visitors flocked to the colourful activation site that featured six Kampong Games: chapteh, goli, hopscotch, zero-point, five stones, or gasing. Anyone new to the games were able to lean into the childhood nostalgia and enjoy the playful, communal spirit of the event.

User Generated Content (UGC) assets supported the campaign with Yeo’s creating an animated post with a call to action for consumers to submit their favourite Kampong Games in a contest.

Yeo’s generously offered a consolidated gift bag filled with a sample of kampong games and Yeo’s drinks from their freshly brewed series, for anyone who played at least three games.

Alex Chen, Head of Marketing & Business Development, said: “As a homegrown heritage brand established in the 1900s, Kampong Games gives Yeo’s the platform to reinforce our commitment to celebrate Singapore’s heritage and extend our role and into the larger cultural conversation. This SG60, as we champion Asian drinks freshly brewed since the kampong days, we also want to honour a small but important part of childhood and community spirit.”