lyf Chinatown Singapore | Brand Launch

The Ascott Limited officially opened lyf Chinatown Singapore, promising an experience that blends the district’s rich heritage with lyf’s signature social living concept. 

To bring this cultural touchpoint closer to its community and travelers wanting to engage with the diverse culture and be part of its thriving creative scene, lyf Chinatown Singapore collaborated with Vero to launch the hotel and organize a FAM trip that allowed media and influencers to experience the 90-key property firsthand. 

Vero handled the event management for local and regional media and KOLs. This included developing and executing the campaign, sourcing and liaising with influencers, facilitating media and influencer relations, and managing the entire process from drafting press releases to coordinating RSVPs, registration, and on-site influencer management.

Launch Event 

The Launch Event featured a tour of lyf Chinatown Singapore’s thoughtfully designed social spaces and a series of interactive activations inspired by the neighborhood’s heritage and tradition. Media and KOLs enjoyed food from different racial fares and cultural activities ranging from calligraphy to henna and Malay perfumery. The day concluded with mocktails by the rooftop pool deck. 

Regional FAM Trip 

Media and KOLs joined for an immersive four-day experience, where they experience lyf Chinatown Singapore and uncover the neighborhood through curated experiences. Highlights for the second day included a heritage walking tour around Chinatown, lunch at Maharani Heritage Restaurant and tea appreciation. The day wrapped up with a pool party with live food stations featuring four different racial fares. The third day of the trip featured cultural activities ranging from calligraphy to henna and Malay perfumery, and a Peranakan dinner at Straits Chinese Nonya Restaurant. The trip ended with an authentic experience of Nanyang-style toast breakfast and experiencing Traditional Chinese Medicine.