Tian Tian Hainanese Chicken Rice 3-Month Social Content Foundation Plan

"Every Plate Tells a Story – Building the Legacy Before the Trends"

Prepared by TWS Branding Pte Ltd

What This Deck Covers

Strategic Overview

  • Background and context
  • Objectives of the first 3 months
  • Content strategy and pillars
  • Detailed 3-month content plan
  • Reel-by-reel breakdown with rough scripts

Implementation Details

  • Static posts overview
  • What we need from Tian Tian (kept simple and low-stress)
  • Workflow, approvals and timeline
  • KPIs and what comes after this phase

Section 1

Context & Challenge

Brand Background

1

1986 — The Beginning

Tian Tian Hainanese Chicken Rice was founded at Maxwell Food Centre by Mdm Foo Kui Lian, a determined hawker with a vision for perfect chicken rice.

2

Building a Household Name

Over almost 40 years, Tian Tian has grown into a household name in Singapore and a must-visit destination for tourists seeking authentic local cuisine.

3

Global Recognition

The brand has been recognised by Anthony Bourdain, Gordon Ramsay, Michelin Guide, Singapore Tourism Board, and countless food critics worldwide.

4

Expansion Era

Today, Tian Tian includes the iconic Maxwell stall, multiple outlets serving local communities (Bishan, Lucky Plaza, Simpang Bedok, Clementi), and overseas franchise outlets carrying Singapore's chicken rice to the world.

Current Digital Challenge

Offline Reality

Tian Tian is famous. Long queues, international recognition, and nearly four decades of unwavering reputation.

Online Gap

The story is under-told. Social platforms exist but are not telling the full heritage story effectively.

Insufficent Narratives

  • Founder's story and values are not sufficiently presented on new age social media platforms
  • The craft behind the rice, chicken and chilli is not showcased
  • Local outlets beyond Maxwell are not strongly highlighted

Lost Opportunities

  • Overseas franchises are not used as story assets
  • Online narrative is driven mostly by others (blogs, media, TikTokers), not by Tian Tian itself

We are not starting from zero – we are starting with 40 years of strong reputation that now needs a proper digital storytelling foundation.

Overall Solution

3-Month Foundation Storytelling Phase

Focused on heritage, craft, people and legacy before moving into trend-based or promotion-heavy content.

Built Around Powerful Reels

Short, compelling video reels and static story posts that bring the Tian Tian narrative to life authentically.

This Phase Will:

01

Transform Offline Legend into Online Narrative

Turn Tian Tian's renowned offline reputation into a strong, cohesive digital presence.

02

Build Emotional Connection

Connect with both older and younger audiences through authentic storytelling.

03

Position as Heritage Icon

Establish Tian Tian as a Singapore heritage icon on social media platforms.

Section 2

Objectives & Strategy

Primary Objectives (Months 1–3)

1

Tell the Founder's Story Clearly

Who is Mdm Foo? How did Tian Tian start? What values built it? These fundamental questions will anchor our narrative.

2

Explain What Makes Tian Tian Special

Showcase the rice, chicken, chilli, and daily discipline that creates the signature taste customers queue for.

3

Show the Brand's Evolution

Chart the journey from Maxwell origin through local outlets to overseas franchises, demonstrating growth whilst maintaining quality.

4

Reposition Tian Tian Online

Shift perception from "famous stall with a queue" to "national food icon with a powerful story."

Secondary Objectives & Long-Term Vision

Secondary Objectives

  • Strengthen connection with local Singaporeans (not just tourists)
  • Make Tian Tian's social channels a trusted reference for media, influencers and partners
  • Build a high-quality library of evergreen brand content

Long-Term Vision

When someone thinks of "Singapore chicken rice" online, they should immediately think of Tian Tian – and remember the story, not just the queue.

This content foundation will serve the brand for years to come, establishing credibility and emotional resonance that transcends promotional campaigns.

Core Narrative: "Every Plate Tells a Story"

"Every Plate Tells a Story"

Our big idea anchors all content. Each plate of Tian Tian chicken rice carries multiple layers of meaning and memory:

Mdm Foo's Resilience

The story of one woman's determination and decades of dedication.

Singapore's Hawker Culture

Part of our national identity and UNESCO-recognised heritage.

Maxwell and the Queue

The birthplace where legends are made, one customer at a time.

Locals and Tourists Together

A rare place where Singaporeans and visitors unite over shared taste.

Heartland Expansion

Bringing quality closer to everyday Singaporean families.

Singapore Flavours Overseas

Proudly representing our cuisine on the global stage.

Content Pillars Overview

We build the 3-month plan around six strategic content pillars. Each reel and static post will sit under at least one of these pillars, ensuring cohesive storytelling whilst maintaining variety.

Heritage & Legacy

The founding story, values, and historical journey of Tian Tian.

Craft & Consistency

The techniques, discipline, and quality control behind every plate.

People of Tian Tian

Founder, family, and staff who make it all happen daily.

Maxwell: The Origin

The birthplace and heart of the Tian Tian story.

Serving Local Communities

Outlets across Singapore serving everyday families.

Tian Tian Around the World

Franchise outlets representing Singapore's cuisine globally.

Pillar 1: Heritage & Legacy

Focus Areas

  • Childhood and kampong life of Mdm Foo
  • Struggles and sacrifices made along the way
  • Opening the stall at Maxwell in 1986
  • Building the brand over decades through dedication

Purpose

Build an emotional foundation that makes audiences feel proud and respect the legacy.

This pillar establishes the human story behind the brand, creating deep connections that transcend transactional relationships with customers.

Pillar 2: Craft & Consistency

1

The Rice

Fragrance, texture, oil balance – crafted daily.

2

The Chicken

Poaching technique and preparation perfected over decades.

3

The Chilli

Heat, garlic, acidity – balanced to perfection.

4

Quality Control

Daily checks ensure consistency never wavers.

Pillar 3: People of Tian Tian

Focus Areas

This pillar humanises the brand by showcasing the individuals who bring Tian Tian to life every single day.

The Founder

Mdm Foo Kui Lian – her journey, values, and vision that started it all.

The Next Generation

Daughter Mui Yin and her commitment to preserving the legacy whilst guiding future growth.

Long-Time Staff

Dedicated team members who have spent years, sometimes decades, perfecting their craft.

Purpose: Make the brand human. Show that Tian Tian is a family and a team, not just a logo or a transaction.

Pillar 4: Maxwell – The Origin

Focus Areas

  • Maxwell Food Centre as the birthplace and spiritual home
  • The legendary queue culture that defines the experience
  • Tourists and locals coming together in shared anticipation
  • The unique atmosphere and energy of the original stall

Purpose

Cement Maxwell as the heart and soul of the brand.

This location is not just where Tian Tian started – it's where the legend continues to grow every day.

Pillar 5: Serving Local Communities

Beyond Tourism

Outlets in Bishan, Lucky Plaza, Simpang Bedok, Clementi, and other neighbourhoods bring Tian Tian closer to everyday Singaporeans.

Neighbourhood Regulars

Families who make Tian Tian part of their weekly routines, not just special occasions.

Everyday Meals

Positioning chicken rice as comfort food for locals, not just "tourist food" to be experienced once.

Purpose: Rebalance perception. Tian Tian is for Singaporeans too, not only for visitors seeking Instagram moments.

Pillar 6: Tian Tian Around the World

Focus Areas

  • Franchise outlets in overseas locations
  • Local customers abroad discovering and enjoying Tian Tian
  • Proudly flying the Singapore food flag in other countries
  • Maintaining quality standards across borders

Purpose

Position Tian Tian as part of Singapore's global food identity.

Show that our hawker heritage has the quality and appeal to represent Singapore on the world stage, bringing authentic taste to international audiences.

Section 3

Structure of Content Output

Monthly Output Structure

Each month we will produce a balanced mix of video content and static posts, optimised for Instagram and Facebook algorithms whilst telling cohesive stories.

4-6 High-Impact Reels

  • Vertical format optimised for mobile
  • 25–55 seconds in length
  • Strong hook in first 2–3 seconds
  • Bilingual subtitles (English + Chinese)
  • Story-focused in this foundation phase

4 Static / Carousel Posts

  • Supporting content reinforcing reel narratives
  • Photos, quotes, timelines, infographics
  • Designed for saves and shares
  • Evergreen content with lasting value
8-10

Posts Per Month

Consistent, manageable output

3-Month Thematic Overview

Month 1: Roots & Resilience

"Where It All Began"

Introduce Mdm Foo, tell the founding story, link her journey with Singapore's development, and set the emotional tone.

Month 2: Craft of Perfection

"Every Plate Matters"

Deep dive into technique, ingredients, and quality control. Show the discipline behind consistent excellence.

Month 3: Legacy & Expansion

"The Future of Tradition"

Showcase next generation leadership, multiple outlets, overseas expansion, and tie into Singapore's national story.

Each month has a clear theme, 6 reels with rough scripts, 4 static posts, and specific requirements from Tian Tian – all designed to build upon each other cohesively.

Section 4

Month 1: Roots & Resilience

Month 1 Summary

Theme: Roots & Resilience — "Where It All Began"

Goals

  • Introduce and honour Mdm Foo with dignity and respect
  • Tell the founding story of the Maxwell stall authentically
  • Link her personal journey with Singapore's development
  • Set emotional tone for the entire content series

Content Breakdown

6 reels focused on founder and origin story, establishing the human foundation of the brand.

4 static posts to deepen the narrative with historical photos, timelines, and heritage quotes.

Reel 1 (Hero): "Meet the Woman Who Fed a Nation"

Purpose

Launch the series with a powerful cinematic story about Mdm Foo that immediately establishes emotional connection.

Key Visual Moments

Maxwell queue stretching into the distance

Close-up of Mdm Foo today, calm and confident

Old photos or re-enactment of kampong childhood

Shots of her working or supervising in today's stall

Slow, beautiful shots of chicken, rice, chilli, queue

Rough Voice-Over Script (Mandarin, with English subtitles):

Opening (Narrator): "Before the world queued for this chicken rice… there was just one hawker auntie."

Mdm Foo: "小时候，我们住在甘榜，每天天还没亮就要起床去巴刹。" ("As a young girl in the kampong, I woke up before dawn to go to the market.") "我只是想认真煮一盘鸡饭，让大家吃得开心。" ("I only wanted to cook a good plate of chicken rice so people could leave happy.")

Closing (Narrator): "This is Mdm Foo Kui Lian. Founder, hawker icon, and the heart behind Tian Tian."

Reel 2: "From Kampong to Maxwell"

Purpose

Deepen founder story by linking kampong life to becoming a hawker legend, showing the journey and transformation.

Key Visual Moments

  • Old photos (if any) of her younger days
  • Re-enactment of a girl carrying vegetables, boarding bus
  • Early Maxwell stall photos or stylised recreations
  • Transition shots showing Singapore's development

Rough Voice-Over Script:

Narrator: "She grew up in a simple kampong along Thomson Road. Meat was rare. Most days were vegetables and memories."

Mdm Foo: "那时候，我们住在一间小房间，什么都没有，但是家人都很努力。" ("Back then, we lived in a small rented room, with very little, but everyone worked hard.")

Narrator: "In 1986, she took a risk and opened a small stall at Maxwell Food Centre. That decision changed Singapore's food scene."

Reel 3: "Why the Name 'Tian Tian'?"

Purpose

Explain why the stall is called "Tian Tian" and what it stands for, revealing the philosophy behind the name.

Key Visual Moments

  • Slow close-up of "天天海南鸡饭" signboard
  • Staff prepping before opening at dawn
  • Customers eating at different times of day
  • Time-lapse showing consistent quality throughout the day

Rough Script:

Narrator: "'Tian Tian' means 'every day.' It was not just a nice name. It was a promise."

Mdm Foo: "我们叫'天天'，就是希望每天都可以给人吃到好的鸡饭，不会腻，也不会失望。"

Reel 4: "A Morning at Maxwell"

Purpose

Show the unseen work before customers arrive, revealing the dedication that starts hours before the first plate is served.

1

5:00 AM — Lights On

Staff arrive in darkness, lights turning on at the stall, beginning the daily ritual.

2

5:30 AM — Deliveries

Fresh ingredients arriving, quality checked, prepared for the day ahead.

3

6:00 AM — Preparation

Washing, chopping, boiling stock, preparing rice and chilli with meticulous care.

4

7:00 AM — First Batch

First batch of chicken being cooked, steam rising, the day's standard being set.

Narrator: "Before the first customer arrives, the work has already been going on for hours."

Staff member (optional): "我们每天早上五、六点就开始准备，切菜、煮汤、试味道。" ("Every morning around 5 or 6am, we start preparing – cutting vegetables, cooking stock, checking taste.")

Reel 5: "The Chilli That Built a Legend"

Purpose

Highlight the chilli as a key differentiator and signature element of the Tian Tian experience.

Key Visual Moments

  • Garlic, chilli, lime, ginger laid out artfully
  • Grinding, mixing, tasting with careful attention
  • Chilli being poured into containers
  • Drizzling chilli over a perfect plate dramatically


Narrator: "Some people say they can recognise Tian Tian just from the chilli."

Mdm Foo / Staff: "辣椒要够香、够辣、够酸，才可以配合鸡和饭。" ("The chilli must have fragrance, heat and acidity, to match the chicken and rice.")

Reel 6: "Why People Still Queue"

Purpose

Show what Tian Tian means to customers – beyond taste, it's about memories, tradition, and shared experience.

Key Visual Moments

  • Time-lapse of queue outside Maxwell throughout the day
  • Short interviews with locals and tourists
  • Quick flash of awards, TV features, media recognition
  • Satisfied faces after first bite

Rough Script (mostly on-camera quotes)

Customer examples:

  • "I've been eating here since I was in school."
  • "My friends told me: if you come to Singapore, you must try this chicken rice."
  • "It tastes like home."

Narrator: "After nearly 40 years, people still queue. Not for hype, but for taste and memories."

The Anthony Bourdain Moment — “He Came Quietly. He Changed Everything.”

Before the world queued for Tian Tian, one man quietly walked into Maxwell Food Centre. No cameras, no fanfare. “He stood quietly in front of the stall — watching, listening, observing,” recounted Mdm Foo. When he tasted the chicken rice, his verdict became legendary: “Good enough to eat on its own.”

This unplanned moment transformed Tian Tian from a local legend into a global icon, affirming that the world’s best food thrives in places of heart, not luxury. His story brought Tian Tian’s authentic craft and heritage to the world.

He came quietly. He stayed late. He changed everything. Now, it is time for us to tell our story ourselves.

BONUS REEL — “THE DAY ANTHONY BOURDAIN CAME.”

This bonus heritage content reel documents the day Anthony Bourdain visited Tian Tian, told entirely through the founder’s and family’s recollections. It reinforces Tian Tian’s authenticity, legacy, and global relevance.

Reel Objective

A cinematic, memory-driven tribute using the original Anthony Bourdain poster, Maxwell Food Centre cutaways, and emotional bilingual narration. No footage of Bourdain is required, only the family's heartfelt memory and the legacy he left behind.

1

A Day We Will Never Forget

The reel opens with a black screen and elegant text: "A day we will never forget." accompanied by soft, atmospheric music.

2

The Poster's Reveal

A slow push-in on the iconic Anthony Bourdain poster, under warm hawker lighting, as the narrator sets the scene: "Before the world discovered Tian Tian… one man walked into Maxwell quietly."

3

Mdm Foo's Recollection

Mdm Foo shares her memory: "他从早站到晚，默默地看我们怎么准备。" ("He stood there from morning till night, quietly watching how we worked.")

4

Family's Perspective

A family member adds: "My mum said he didn’t say much. He just observed everything… very carefully," accompanied by macro shots of chicken preparation.

5

Maxwell's Soul

Symbolic shots of the bustling Maxwell Food Centre, queues forming, and a slow-motion drizzle of chilli over rice, as the narrator remarks: "他很认真…像在研究我们的味道。" ("He was serious… like he was studying our flavours.")

6

Bourdain's Legendary Words

The screen cuts to white, revealing Bourdain’s iconic quote: "Fragrant and delicious… good enough to eat on its own."

7

Legacy Shared

A close-up of Bourdain's eyes on the poster dissolves to Mdm Foo smiling humbly, as the narrator concludes: "That day, he told our story… to the world."

8

A Heartfelt Thank You

The reel fades to black with text: "Thank you, Anthony Bourdain. Thank you, Singapore. 天天海南鸡饭 — Tian Tian Hainanese Chicken Rice."

Narrator: "Before the world discovered Tian Tian… one man walked into Maxwell quietly."

Mdm Foo: "他从早看到晚，一直很安静，很认真。" (Sub: “He watched from morning till night — quietly, seriously.”)

Family Member: "He didn’t ask for anything. No special treatment. He just wanted to understand the food."

On-screen Quote: "Fragrant and delicious… good enough to eat on its own." — Anthony Bourdain

Narrator: "That day, he told our story to the world."

BONUS CONTENT REEL: “The Day Anthony Bourdain Came.”

A cinematic, memory-driven tribute told by the founder & family, using the original Anthony Bourdain poster, Maxwell cutaways, and emotional bilingual narration. A global moment retold through Singaporean eyes — authentic, heartfelt, and iconic.

Month 1 Static Posts (4)

1

Timeline Carousel

  • Slide 1: 1986 – Stall opens at Maxwell
  • Slide 2: 1990s – Queue begins building, word spreads
  • Slide 3: 2000s – International recognition, Anthony Bourdain visit
  • Slide 4: Expansion across Singapore neighbourhoods
  • Slide 5: Overseas franchises bringing Singapore taste worldwide
2

Founder Portrait

Clean, respectful photo of Mdm Foo with caption summarising her journey: from kampong girl to hawker icon, her values of quality and consistency.

3

Heritage Quote Card

Beautifully designed quote: "You can grow the business slowly, but you can never play with the taste." — Philosophy that built the brand

4

Old Maxwell Image

Historical or vintage-style photo with caption: "Where Singapore's most iconic chicken rice story began. Maxwell Food Centre, 1986."

Section 5

Month 2: The Craft of Perfection

Month 2 Summary

Theme: The Craft of Perfection — "Every Plate Matters"

Goals

  • Explain what makes Tian Tian's food special beyond heritage
  • Highlight technique, ingredients and daily discipline
  • Reinforce confidence in quality and consistency
  • Show that excellence is intentional, not accidental

Content Breakdown

6 reels about rice, chicken, chilli, tools and quality checks – revealing the craft behind the legend.

4 static posts about ingredients, staff profiles, and customer testimonials reinforcing the quality message.

Reel 1: "The Rice That Made Us Famous"

Purpose

Position rice as the hero element, not just a side dish. Show that Tian Tian's reputation starts with perfecting the foundation.

01

Selection

Raw rice being carefully washed, quality checked grain by grain.

02

Preparation

Stock and aromatics being added with precise measurements.

03

Cooking

Stirring and steaming with careful temperature control.

04

The Reveal

Opening rice cooker – steam rising dramatically, perfect texture revealed.

05

Plating

Rice being scooped onto plate with care and precision.

Narrator: "At Tian Tian, the story doesn't start with chicken. It starts with rice."

Cook: "饭要香，又不能太油，也不能太软。" ("The rice must be fragrant – not too oily, and not too soft.")

Reel 2: "The Science of Tender Chicken"

Purpose

Show the care taken during poaching – demonstrating that tender chicken is the result of knowledge, not luck.

Key Visual Moments

  • Lowering chicken into bubbling stock carefully
  • Checking doneness with experienced precision
  • Lifting chicken with glistening, perfect skin
  • Chopping and plating with expert knife work

Narrator: "Tender chicken doesn't happen by accident. It is timing, temperature and experience."

Cook: "火太大，鸡就老了；火不够，鸡就不熟。每天我们都要注意。"

Reels 3 & 4: "The Holy Trinity" + "Tools of the Trade"

Reel 3: The Holy Trinity

Rice, Chicken, Chilli

Show each element quickly in succession, building to final beautifully plated dish.

Message: "Each part is crafted to match the other. Balance is everything."

Close with perfect plate from above, all three elements working in harmony.

Reel 4: Tools of the Trade

Close-ups revealing the character in well-used equipment:

  • Cleaver with worn wooden handle
  • Chopping board marked with years of use
  • Ladle smoothed by thousands of servings
  • Pots with the patina of daily discipline

Staff using them in repeated, practised motions.

Narrator (for both): "For decades, the same tools and the same steps have created the same taste. This is how a legend stays consistent."

Reels 5 & 6: "Checking Every Batch" + "What Makes Tian Tian Different?"

Reel 5: Checking Every Batch

Focus: Quality control is not optional

  • Staff tasting rice and chilli throughout the day
  • Adjusting seasoning based on experience
  • Rejecting anything that doesn't meet standards
  • Team discussion about maintaining consistency

Staff line: "每天我们都要试味道，不可以随便。" ("Every day we taste everything. We cannot be casual about it.")

Reel 6: What Makes Tian Tian Different?

Focus: Month 2 recap summarising the craft message

Quick cuts showing:

  • Rice preparation
  • Chicken poaching
  • Chilli mixing
  • Queue of customers
  • Staff quotes about quality

Narrator: "Everyone sells chicken rice. Tian Tian is different because, for almost 40 years, they never stopped checking every plate."

Month 2 Static Posts (4)

Static 1: Ingredient Close-Ups

Beautiful photography of key ingredients – garlic, chilli, lime, ginger – each labelled with its role in creating the signature taste.

Static 2: Plate Anatomy Graphic

Simple, elegant overlay showing rice, chicken, chilli, cucumber with brief descriptions of each element's purpose and preparation.

Static 3: Staff Portrait

Profile of a long-time cook with their story: years worked, favourite part of the job, what makes Tian Tian special to them.

Static 4: Customer Love Quotes

Real short reviews transformed into beautiful typographic cards: "Best chicken rice in Singapore" "Worth every minute of the queue"

Section 6

Month 3: Legacy & Expansion

Month 3 Summary

Theme: Legacy & Expansion — "The Future of Tradition"

Goals

  • Show next generation leadership and continuity
  • Honour long-time staff dedication
  • Highlight multiple outlets serving Singapore
  • Recognise overseas expansion and global reach
  • Tie into Singapore's bigger story (e.g. SG60 spirit)

This month bridges past and future, showing how Tian Tian honours tradition whilst evolving to serve new generations and geographies.

Reel 1: "Meet the Next Generation: Mui Yin"

Purpose

Introduce daughter as steward of the legacy, showing continuity and evolution of leadership.

1

Growing Up at the Stall

Mui Yin observing kitchen operations, learning from her mother.

2

Learning the Values

Talking to staff, understanding what makes Tian Tian special.

3

Maintaining Standards

Checking food quality, ensuring consistency across outlets.

4

Building the Future

Walking between outlets, planning expansion whilst protecting taste.

Mui Yin: "从小，我就在档口长大，看着妈妈每天这样努力。" ("Since young, I grew up at the stall, watching my mother work so hard every day.")

"现在轮到我们这一代，继续守住这个味道。" ("Now it's our generation's turn to protect this taste.")

Reel 2: "The Team Behind the Plates"

Purpose

Highlight staff loyalty and teamwork – showing that Tian Tian is built on people, not just recipes.

Key Visual Moments

  • Close-up portraits of staff members
  • Quick introduction lines from each (name, years worked)
  • Shots of them performing their daily tasks with pride
  • Team working together during busy lunch rush

Staff Testimonials

"我在这里工作了十五年。" ("I've worked here for fifteen years.")

"这里就像我的第二个家。" ("This place feels like my second home.")

"我们像一家人一样。" ("We're like a family.")

Narrator: "Behind every plate are people who have dedicated years of their life to keeping the taste consistent."

Reel 3: "From Maxwell to the City"

Purpose

Show that Tian Tian is more than one stall – it's accessible to Singaporeans across the island.

1

Maxwell

The origin, where it all began

2

Bishan

Serving the North

3

Lucky Plaza

Heart of Orchard

4

Simpang Bedok

East Coast favourite

5

Clementi

West side treasure

Visual approach: Exterior and interior shots of each location, customers at each outlet, map animation or simple text overlay with location names.

Narrator: "From our original stall at Maxwell, Tian Tian has slowly spread across the island. The same taste, closer to more homes."

Reel 4: "Tian Tian Around the World"

Purpose

Celebrate overseas franchises, positioning Tian Tian as Singapore's culinary ambassador.

Key Visual Moments

  • Footage or photos from franchise locations abroad
  • Customers in other countries enjoying the food
  • Exterior signage in different cities
  • Local customers discovering Singapore flavours
  • Franchise partners maintaining standards

Narrator: "What began in a Singapore hawker centre has now travelled overseas."

On-screen text: "Spreading Singapore's love for chicken rice to the world."

Reels 5 & 6: "What Singaporeans Say" + "A Singapore Icon Since 1986"

Reel 5: What Singaporeans Say

Focus: Local perspective on what Tian Tian means

Short street interviews with Singaporeans:

  • "I grew up eating Tian Tian."
  • "I bring my overseas friends here to show them real Singapore food."
  • "It reminds me of my childhood."
  • "This is proper hawker heritage."

Reel 6: A Singapore Icon Since 1986

Focus: Grand finale tying into national identity

Montage featuring:

  • Founder footage
  • Staff at work
  • All outlet locations
  • Overseas franchises
  • Customers from all walks of life

Narrator (Reel 6): "Hawker food is more than a meal. It is memory, identity and comfort. For almost 40 years, Tian Tian has been part of Singapore's story, one plate at a time."

Month 3 Static Posts (4)

Static 1: Portrait of Mui Yin

Beautiful portrait with quote about continuing the family legacy and protecting her mother's values for the next generation.

Static 2: Outlets Map

All Singapore outlets clearly marked on stylised map with addresses and opening hours for easy reference.

Static 3: Overseas Franchise Highlight

One beautifully designed card per featured city showcasing international presence and pride.

Static 4: Awards & Recognitions Collage

Michelin Guide mention, STB features, heritage awards, and media recognition arranged elegantly.

Section 7

Client Requirements & Reassurance

Important Note for Tian Tian Team

We Understand

  • The leadership and founder are older and very busy with daily operations
  • Filming and "social media" can feel stressful and unfamiliar
  • There are concerns about disrupting the business
  • Protecting recipes and maintaining privacy is important

Our Approach

  • Keep everything simple, conversational and respectful
  • No acting required from anyone
  • No memorised scripts or formal presentations
  • We adapt to their pace and energy levels
  • We only use content they are comfortable with
  • Breaks whenever needed

What We Need from Tian Tian (Summary)

1

Time & Presence

  • 1 half-day with founder (with breaks as needed)
  • 1–2 hours with daughter for her featured reel
  • Short, casual moments with selected staff members
  • All scheduling flexible around operational needs
2

Permissions

  • Filming inside Maxwell and other outlets during agreed times
  • Filming early morning prep (if comfortable and non-disruptive)
  • Filming customers with their verbal consent
  • Access to areas that won't reveal proprietary techniques
3

Materials

  • Any old photos or press clippings from the archives
  • Photos or short videos from overseas franchisees
  • List of outlets with addresses
  • List of awards and recognitions for reference

We will handle everything else. Story planning, filming, editing, subtitles, captions, scheduling, and publishing are entirely managed by TWS Branding.

What We Do NOT Need (To Reduce Anxiety)

We Do NOT Need:

  • Long formal interviews
  • Perfect scripted lines
  • Anyone to "perform" or "act"
  • Complex technical access or passwords
  • Secret recipes or exact methods revealed
  • Big camera crews that disrupt operations
  • Multiple takes if someone feels uncomfortable
  • Social media expertise from the team

Our Production Style:

We deliberately keep the production light, respectful and easy on the team.

Small crew, minimal equipment, natural conversations. We work around the business, not the other way round.

If something doesn't feel right, we adjust. The goal is authentic storytelling that honours the brand, not stressful content creation.

What TWS Branding Handles Entirely

Strategy & Planning

Story planning, content strategy, storyboard creation, monthly themes

Production

All filming, directing, lighting, sound recording with minimal crew

Post-Production

Video editing, colour grading, subtitles (English + Chinese), music licensing

Content Creation

Copywriting for captions, static post design, carousel creation

Publishing

Scheduling, posting, optimal timing for each platform

Reporting

Monthly performance review, insights, and strategic recommendations

Section 8

Workflow, Timeline & KPIs

Monthly Workflow

Each month follows a structured yet flexible workflow designed to minimise stress whilst maintaining quality.

Planning (Week 0–1)

Confirm which reels and posts to shoot and publish. Finalise schedule, identify subjects, prepare shot lists.

Filming (Week 1)

On agreed days with minimal disruption. Flexible timing, small crew, respectful approach.

Editing (Week 2)

TWS prepares first cuts and drafts. Adds subtitles, music, graphics, and captions.

Approval (Week 3)

Client reviews content and requests simple changes. We refine until everyone is comfortable.

Publishing & Reporting (Week 4)

Content goes live according to optimised schedule. Basic performance summary shared with insights.

Estimated Timeline (3 Months)

1

Month 1: Roots & Resilience

Hero founder story plus origin content goes live. Establish emotional foundation and introduce Mdm Foo's journey.

2

Month 2: Craft of Perfection

Deep dive into craft and cooking process. Showcase rice, chicken, chilli preparation and quality control.

3

Month 3: Legacy & Expansion

Next generation plus outlets plus overseas stories plus Singapore national narrative. Show growth and future.

4

After Month 3: Phase 2

Shift into trend-based, promotional and collaboration content building on the foundation we've established.

This phased approach ensures we build a solid narrative foundation before moving into more tactical, promotional content in subsequent months.

KPIs & Success Measurement

Quantitative Metrics

↑

Follower Growth

Increase from current base

↑

Reach & Impressions

How many people see content

5:1

Reels vs Static

Video outperforms in views

↑

Saves & Shares

Heritage content saved

Qualitative Indicators

Comment sentiment we want to see:

  • "I didn't know this story."
  • "Respect for the founder."
  • "Proud this is from Singapore."
  • "This makes me want to visit again."
  • "Real heritage, not just hype."

Stronger brand association with:

  • "Heritage" and "iconic"
  • "Must-try" and "authentic"
  • "Singapore pride"

Section 9

Future Phase & Closing

What Happens After This Foundation Phase

With the story and identity clearly built through these three months, we can then confidently expand into more dynamic content strategies.

Trend Participation

Ride social media trends in a way that still aligns with brand values and heritage positioning.

Influencer Collaborations

Partner with food creators and influencers who respect the heritage story we've established.

Campaign Content

Launch targeted campaigns around SG60, seasonal menus, promotional offers with strategic messaging.

User-Generated Content

Encourage customers to share their Tian Tian stories, creating authentic community engagement.

Future Series to Explore:

  • Taste test challenges
  • Cooking technique breakdowns
  • "My first Tian Tian" stories
  • Behind-the-scenes daily life
  • Hawker culture education
  • Staff spotlight series
  • Customer testimonial features
  • Franchise spotlight episodes
  • Special event coverage

All future content will sit on top of a solid, respected brand narrative that positions Tian Tian as more than just another chicken rice stall.

Closing Statement

Tian Tian Hainanese Chicken Rice

A Family's Life Work

Nearly 40 years of dedication, sacrifice, and unwavering commitment to quality.

A Symbol of Singapore's Hawker Heritage

Representing the best of our UNESCO-recognised food culture to the world.

A Brand That Has Grown

From one stall in Maxwell to multiple outlets and overseas franchises, always protecting the taste.

This 3-Month Content Plan is Designed To:

Honour the Founder

Give Mdm Foo the recognition she deserves.

Preserve the Story

Document the journey for future generations.

Communicate the Craft

Show what makes Tian Tian truly special.

Introduce the Legacy

Share it with new audiences worldwide.

The story already exists in the queue at Maxwell, in the hands of the cooks, in the memory of thousands of customers, and in the values passed from mother to daughter. Our job is to capture it, honour it, and share it with the world through thoughtful, respectful digital storytelling.

Let's Begin This Journey