4 Ways To Eat, Shop, Play & Celebrate At 1st Heartlands Festival


The heart and soul of Singapore, the heartlands are where most locals live, work, eat and play.

The country’s first Heartlands Festival, which runs till 18 February, aims to encourage Singaporeans to rediscover hawkers, shops and places of interest in the heartlands, and celebrate a sense of shared identity and community spirit.

The festival is organised around the themes of Eat, Shop, Play and Celebrate, represented by adorable otter mascots Eddy, Sasha, Paddy and Carly. Join the otters on a series of fun physical and virtual activities that capture life in the heartlands and discover the many hidden gems in the different neighbourhoods.

There are also Weekly Lucky Draws where you stand a chance to win up to $388 and up to $3,388 in the Grand Draw when you shop, eat or play in the heartlands.


Foodies with the hunger to compete can participate in Eddy’s Ultimate Food Challenge. Sign up for the qualifying round to compete with other foodies in a battle of who can finish a whopping hawker food platter in the shortest amount of time.

There are four upcoming qualifying rounds where you must finish a 2kg hawker food platter as fast as you can. Emerge victorious during the qualifying round to receive a $300 NETS FlashPay card and move on to the Finale on 18 February where you will have to wolf down a 3.5kg platter in the shortest possible time.

The ultimate champion will walk away with an additional $500 NETS FlashPay Card as well as the title of Singapore’s Ultimate Foodie!

Heartlands Festival - Maxwell Food Centre STB
Maxwell Food Centre
Photo: Singapore Tourism Board

You can also support your favourite hawkers by giving them a shout-out here and helping them get on the Top 100 Eats with Eddy – Hawker Edition list.


Shopaholics, put your shopping skills to the test by participating in Shop Your Hearts Out with Sasha. Sign up to go on a shopping spree in the heartlands within 25 minutes with $80 in hand. The first two shopping sprees held at Bedok Town Centre and Ang Mo Kio Central are on 26 December.

The shopper whose total spending amount comes closest to $80 gets to bring home his/her purchases as well as $100 NETS FlashPay Card and additional prizes worth up to $380.

Heartlands Festival - Heartland Enterprise Centre Singapore
Photo: Heartland Enterprise Centre Singapore

Be sure to check out the online offerings from Fave where you get $5 off with a minimum spend of $30; vouchers of up to $12 off from Shopee; and value deals from heartland merchants on Carousell.

There are also promos by GrabPay, where you earn up to 2% in GrabRewards points when you pay with GrabPay, and NETS, where you stand to win $100 cash with a minimum spend of $10 in a single receipt with NETS.


Get to know Singapore’s neighbourhoods through the five Heartlights Xperience Trails in Yishun Central 1, Tampines Street 81, Ang Mo Kio Avenue 8, Jurong East Street 31 and Bedok North Street 1.

Join Rediscover SG Heartland Tours to visit iconic landmarks and historical locations in various neighbourhoods starting with Bukit Gombak on 26 December. Hop on board an open-top bus to explore the heartlands and participate in interactive activities at each stop as you eat, shop, play and celebrate.

Heartlands Festival_Bishan Park_Wikimedia Commons_Pagodashophouse
Bishan-Ang Mo Kio Park
Photo: Pagodashophouse/Wikimedia Commons

You can also take a virtual trip and experience the heartlands in a different light through webisodes featuring familiar faces like Irene Ang and Chua Enlai. Explore the neighbourhoods of Ang Mo Kio Central and Kebun Baru, Toa Payoh and Bishan, Boon Lay and Bedok in person on the physical Heartland Tours starting in January.


Stand a chance to win attractive prizes when you eat, shop and play in the heartlands from now till 13 February in the Weekly Lucky Draws and Grand Draw.

Three winners will be selected every week to receive prizes worth up to $388 in the Weekly Draw, and three winners will stand a chance to win cash and prizes worth up to $3,388 in the Grand Draw.

Heartlands Festival Lucky Draw
Photo: Heartland Enterprise Centre Singapore

How To Win
• Spend a minimum of $10 in a single receipt at any heartland shop or food stall (excluding all shopping malls). Every $10 spent is one lucky draw chance.
• Snap a photo of your receipt or take a screenshot of your digital transaction
• Submit your receipt or screenshot via the lucky draw form at www.heartlandsfestival.com/luckydraw
• E-payment transactions (NETS, PayNow, FavePay, GrabPay, etc.) get an additional chance

The lucky draw is open to all Singapore residents aged 18 and above. Winners from the weekly draw will be announced on www.heartlandsfestival.com and on www.instagram.com/heyheartlands