[Heritage Branding: The deconstruction and interpretation of Yueh Hai Ching Temple in Singapore.]

Through Interpretation Design method, the project seeks to explain cultural and historic values of Yueh Hai Ching Temple, which is the only authentic Teochew temple in Singapore. The objectives are to identify interesting and important features of the temples and to interpret cultural topics and themes through heritage branding. By way of expressing and sharing Teochew’s heritage and culture in the form of meaningful brand story, the project aims to enable millennials to gain insight and understanding the role of Teochew culture.