For Families Objects Tours & Trails

The Cultured Tiger Earns His Stripes: The Tiger Car Story

by Haw Par Villa
19, 26 May • 04:00pm • Haw Par Villa

Come learn about how the iconic Tiger Car was part of Aw Boon Haw’s marketing efforts. Let us bring you through the restoration journey of our 1925 Buick Tiger Car. Don’t miss out on this photo opportunity.

The-Tiger-Car-Story

The Cultured Tiger Earns His Stripes: The Tiger Car Story
Fri, 19 May 2023 | 4pm
Fri, 26 May 2023 | 4pm
 
Venue: Haw Par Villa (262 Pasir Panjang Road, Singapore 11826)
Meeting point: Culture Courtyard, Haw Par Villa
Fee: $5 per pax
Registration: https://heritagefest2023-tigercarstory.peatix.com/

To expand his Tiger Balm empire, Aw Boon Haw decked out a small fleet of cars in stripes, repurposing them to look like tigers on the prowl. These fierce vehicles allowed his brand to travel our streets before advertising on public buses became mainstream.
 
To market his cure-all ointment, Tiger Balm King Aw Boon Haw came up with an ingenious idea — outlandish Tiger Cars to roam our roads. His all-out, in-your-face approach to advertising helped transform his brand into a roaring success. 
 
Boon Haw, whose name means "Cultured Tiger", was certainly a master at guerilla marketing. If you take a walk around Haw Par Villa today, a park he built for the public, you might notice the product nestled in the palms of several of its statues. While none of his original Tiger Cars remains, you can get a sense of how they looked via a replica at Haw Par Villa. Swing by for a special talk which will walk you through the gears which drove Boon Haw's marketing genius!

Haw Par Villa

Built in 1937, Haw Par Villa, Singapore’s largest outdoor art gallery is the brainchild of Aw Boon Haw, the millionaire philanthropist and marketing extraordinaire who gifted the world Tiger Balm. The eclectic park is a treasure trove of Asian culture, history, philosophy and religion – quirky yet enlightening, at the same time. Since 2015, it has been managed by Journeys Pte Ltd, an award-winning heritage specialist passionate in preserving and bringing the heritage gem to greater heights.





Other fascinating stories & events…

A Taste of Outfield Camp: Heritage in a Mess Tin

18, 25 May • 10:30am

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5, 4 May • 11:00am

Immerse yourself in Kampong Gelam’s architectural history by crafting your own miniature heritage shophouse. Engage with facilitators to explore urban planning and placemaking ideas, gaining insights into the significance of places in shaping our urban environment. Don't miss this interactive experience!

DBS Sailing at The Bay

2 - 5 May, 6 Jun, 7 - 19 May • 12:00pm

Be inspired by Marina Bay’s transformation over the years! Hop on board our DBS sailboats and discover historical trivia about iconic waterfront landmarks and transport modes in the past, while enjoying Singapore’s skyline from the water.