Eu Yan Sang, one of Southeast Asia’s premiere TCM (traditional Chinese medicine) brands, created an immersive popup in collaboration with the (not so secret) speakeasy The Library on Keong Saik Road—a bustling neighborhood in Singapore lined with traditional shophouse architecture—for all ages looking for good food and good times. The initiative was aimed at generating interest and driving curiosity amongst young adults to learn more about this ancient form of alternative medicine.
To further the experiential experience and open millennials to the possibilities of using Chinese herbs beyond its traditional use, Eu Yan Sang’s physicians worked with the bar team at The Library to design and create a range of TCM-inspired cocktails and nibbles which showcased new and creative ways to integrate Chinese herbs in everyday food and drinks.
The innovative cocktail menu gave Singapore’s bar scene a whole new meaning to east meets west, savoured in the form of five herb-infused sinseh cocktails inspired by and made with herbal ingredients from Eu Yan Sang. Not to be missed is the Rice & Shine, a gin-based blend made with gentian root, an herb used to stimulate liver function and promote overall kidney health.
From a periodic table of herbs organized based on heat vs cold elements to an interactive iPad quiz that rewarded the user with a specially concocted cocktail using one of their popular ingredients for night time escapades, the copy and design was meant to be young, witty and inviting.