Our target audience is young adults aged 17-35, seeking experiences that are not only the opposite of mainstream but reminiscent of past eras with which they were unable to experience firsthand. The younger generation of Singaporeans are anxious about the country's rapidly changing landscape, exacerbated by the pandemic. They yearn to go back to an unadulterated past, showing “resistance to a modern mainstream” through escapist outlets.

 

Although an aspect of hipster culture is being historically driven, actively finding out more is something our audience is not naturally inclined to do. They are emotionally unaffected from the subject, and experience decision fatigue due to confusing heritage with history. But, being attracted to aesthetics and arts, hipsterism was still able to find its audience within Singapore. Furthermore, hipster culture revived businesses and landmarks that promote our heritage. 

 

This allows them to see these locales from a new perspective, making them appeal to an audience that not only spends the majority of their time on the internet but fulfils their “need for self-expression and identity” through various social media platforms.  Additionally, hipsterism was mainly derived from overseas influences — but our own twist of symbolic landmarks, cuisine and pastimes representative of nationhood has redefined Singapore’s hipster culture as its own experience.

 

Gathering these insights, our website will adopt a retro concept introducing the unconventional traits of past eras. We aim to appeal to the majority of this age group, who either do not know nor care for it – that retro is attractive, and worth trying out.