[F&N Ice Cream Brand Challenge 2017] Sustaining a National Heritage Icon
The traditional pushcart ice cream is a charming part of old Singapore that has managed to maintain its popularity today as the favorite go-to ice cream on busy, fashionable Orchard Road and many other parts of the island. Offering enticing flavors of Asia such as durian and mango, the ice cream pushcart sellers serve blocks of delectable ice cream sandwiched between soft, fluffy slices of bread or tasty wafers, or in a cup. The common local street culture/sight of Singapore today is often recognized by their combo of a big colorful umbrella and their motorcycle which are strapped together to a cart! These mobile ice-cream vendors are known as 'Ice-Cream Uncles'. Singapore has developed so rapidly that many traditional street foods have vanished due to the fast paced nature of Singapore life. Others that are still around are now facing the challenge to rejuvenate and revamp themselves in order to stay relevant. The F&N Ice Cream Brand Challenge 2