Mid Autumn Festival fever hits Singapore once again

Singapore will hold its second island-wide Mid-Autumn Festival from 14 to 21 September. Following last year's success, four districts - Chinatown, Albert Mall, Orchard Road and the Singapore River - are once again pulling together to create bigger impact for this traditional festival. In addition, celebrations will take place in other fringe areas including Downtown East and the Chinese Garden. The Chinese Garden, for example, will this year feature lanterns in the shapes of Disney characters.

The effort is led by the Singapore Tourism Board (STB), which aims to revive interest and awareness for the traditional Chinese festival.

Business in participating districts reported encouraging numbers of visitors and revenues to their respective areas during last year's Mid-Autumn Festival. Chinatown's celebrations alone managed to pull in around 35,000 visitors throughout the week-long celebrations. Along Orchard Road there was 100 per cent uptake for retail kiosk space used for selling mooncakes. Tangs and the Singapore Marriott Hotel reported an increase in sales of their mooncakes of 10 and 30 per cent respectively. If this success is strengthened this year, STB hopes to make this island-wide Mid-Autumn Festival an annual event.

Traditionally rooted in Chinese culture, this year's Mid-Autumn Festival will be a multi-racial affair and have a unique Singaporean flavour. Even mooncakes are now distinctly "fusion", with delicious deviations such as Bailey's Irish Cream, chocolate truffle and macadamia nuts.

In collaboration with Singapore Tourism Board, the key partners for this event are Kreta Ayer Citizens' Consultative Committee (KACCC) for Chinatown, Kampong Glam Citizens' Consultative Committee (KGCCC) for Albert Mall, Orchard Road Business Association (ORBA) for Orchard Road and Singapore River Business Association (SRBA), with strong support from the North East and Central Singapore Community Development Councils (NE CDC and CS CDC), for the Singapore River.

This year's Mid-Autumn Festival will be opened on 14 September by President S R Nathan, at the new Kreta Ayer Square in Chinatown. A highlight is the "Mid-Autumn Festival Procession", which this year features participation from other racial groups, comprising dancing lions and dragons, lantern floats, giant flag bearers, stilt walkers and a lantern parade.

Albert Mall comes alive with a bustling market featuring the ubiquitous mooncakes, festive cookies and Chinese teas and snacks. After the lantern parade, the crowds can enjoy an evening of Chinese Orchestra, Opera and multi-racial dance performances. 

Singapore's famous shopping street, Orchard Road, promises an upbeat Mid -Autumn Festival. Visitors to this famous street will be "Mad about Mooncakes" as they look forward to more than 650 tempting flavours along Orchard Road - many appearing for the first time. To add to the ambience, ORBA is launching its window display competition and each major department store will compete for best display title, befitting the Mid-Autumn Festival. 

This year's grand finale will be at the Singapore River. A floating stage on the river will showcase exciting performances, involving dragons, drums and lights. On 21 September, this will culminate in a stunning fireworks performance, lighting up Singapore's skyline. 

Mr Yeo Khee Leng, Chief Executive of Singapore Tourism Board said: "Stakeholders have given very positive feedback following last year's event and informed us of increased visitorship and revenue figures. This is very encouraging and proves that we needed to reach out to Singaporeans and remind them of the story of Mid-Autumn and how colourful and fun this period should be. With so many exciting initiatives happening in Singapore over the next couple of months such as the launch of the new Merlion Park and the opening of Singapore's premier performing arts centre Esplanade - Theatres on the Bay, the nation has much to celebrate."