Singapore – Local beverage company Yeo Hiap Seng has launched a special campaign ahead of National Day, highlighting its way of celebrating new pioneers who are paving the way for younger generations of Singaporeans, as they pursue their dreams and achieve success on their own terms.
To celebrate Singapore’s 59th year, Yeo’s is featuring the inspirational stories of athlete Maximilian Maeder, entrepreneur Yumi Pong, chef Ahmad Zahid and urban farmer Rebecca Neo – who are making an impact in unconventional pursuits, choosing paths less travelled than the generation before them.
Produced by advertising agency Forsman and Bodenfors, the video feature takes viewers through the journeys of changemakers who exemplify the voices of a new generation defying traditional notions of success. For the agency, their stories share a common message – that it doesn’t matter if no one understands you, or if you don’t have established role models before you. In chasing their own unconventional dreams, they are an example of how everyone can dream differently.
“This shift in the next generation’s mindset towards self-actualisation and pursuing their own dreams, aspirations and purpose was acknowledged by newly appointed Prime Minister Lawrence Wong as a way young Singaporeans are embracing a wider definition of success,” Yeo’s said in a press statement.
At only 17, Maximilian Maeder’s story is one of resilience and dedication, having committed to a career in the growing sport of kitefoiling which remains relatively unknown in Singapore. Currently ranked first in the world rankings, the teenager has won two world titles and is representing Singapore at the upcoming Paris Olympics 2024.
Meanwhile, Max’s incredible path to success serves as a source of inspiration for young people and young athletes across Singapore and beyond. Yeo’s has been a sponsor of Max since 2022, and is proud to have witnessed his rise from a talented amateur kitefoiler to where he is now, on the path to clinching an Olympic medal as the sport makes its Olympic debut in Marseille in July-August 2024.
Another featured story is of entrepreneur Yumi Pong, who has pursued a lifelong dream that led to her unique profession as a pole and aerial dancer, as well as owner of her dance studio. Yumi blends entrepreneurship with compassionate leadership, channelling her journey of overcoming adversity through pole dancing into a mission of support and inspiration for others. Yumi’s ethos transcends business success; she cultivates a vibrant community where all individuals, regardless of background, can thrive in a safe space.
Meanwhile, Ahmad Zahid, the culinary mastermind behind Global Mat Soul Kitchen, commands admiration for his creation of Singapore’s most sought-after biryani. Zahid’s blend of word of-mouth marketing and strategic Instagram prowess have amassed a dedicated following of food enthusiasts eager to savour his legendary recipes. He has a unique sales approach when it comes to Instagram sales: Zahid dictates when he will “drop” his lovingly-cooked biryani of the day, and he encourages self-pickup at his void deck. Behind his love for a good biryani sits Zahid’s genuine desire to unite Singapore’s community through food.
Lastly, Rebecca Neo’s passion for sustainable agriculture and wholesome dietary practices sees her teaching and demonstrating the farm-to-table journey to students at the Edible Garden City. She endeavours to not only cultivate a deeper reverence for the origins and nature of food, but also wants to pave the way for a more resilient and eco-conscious community, empowering individuals to make informed decisions about their sustenance and lifestyle.
Ang Chong Lee, chief marketing officer at Yeo’s said, “Yeo’s is inspired by the stories of these young pioneers who are redefining what it means to be successful in today’s world. Our own story of success is one of progress and evolution, and the message these new pioneers bring of refreshing their dreams embodies Yeo’s spirit of resilience to ‘Refresh what Matters’.”
He added, “Through our 120-year journey, we’ve learned many of the same lessons – that success is about the courage to pursue one’s goals and make a meaningful impact with passion and dedication, no matter how unconventional the path ahead might look.”
