The inaugural Shin Min Cooking Master drew a full house of 250 attendees to the SPH Auditorium for a four-hour immersive experience that blended culinary learning with meaningful brand engagement, showcasing the power of experience-led activations to connect with audiences.
Hosted by DJ Anna Lim from 96.3好FM, the programme combined live cooking demonstrations with interactive product booths and exclusive giveaways, offering attendees a multi-sensory brand experience both on-site and at home through curated goodie bags.
Ms Keira Tan, Assistant Marketing Manager of event sponsor Allswell Trading Singapore, said: “We were blown away by the energy at Cooking Master — SPH Media really knows how to draw a crowd! The auditorium was packed, and the response at our booth was incredible. We had people lining up to purchase Allswell — it was a fantastic experience from start to finish.”
Complementing the on-site engagement, pre- and post-event coverage on Shin Min Daily News’ print and digital platforms, a highlight video on its social channels significantly extended brand visibility and audience reach beyond the event day.
High-impact product placement through live demonstrations
Designed as an immersive culinary experience, the sold-out event spotlighted creative recipes and hands-on tips from Chef 彭玉芸, highlighting how accessible ingredients can be transformed into innovative and delicious dishes with the support of trusted household brands.
Sponsors AAA, Dasoon Eggs, and Allswell were seamlessly integrated into every aspect of the event. Their products were not only featured prominently in the live cooking demonstrations but also woven into every aspect of the event, from booth sales to giveaways, ensuring meaningful exposure to a highly relevant audience.
AAA’s Black Bean Soy Sauce Paste with Red Yeast served as a flavourful base in multiple dishes, including the 娘惹阿叁虾 (Nyonya Assam Prawns) and 酱辣椰糖炸蛋 (Spicy Caramelised Eggs).
Dasoon’s Fresh Eggs and Cooked Quail Eggs were essential ingredients in both savory and dessert dishes, such as 双色黄金白银 (Gold and Silver Eggy Treasure) and 海鲜酿鲜菇 (Seafood Stuffed Mushrooms), showcasing their versatility in local cuisine.
Allswell’s Golden Pear and Dasoon Cooked Quail Eggs were creatively incorporated into the sweet finale, 雪梨豆边糖水 (Snow Pear Bean Soup), adding a refreshing twist.
On-site engagement sparks brand interaction and conversions
During intermissions, attendees engaged with the sponsors at their booths as they browsed product displays and purchased items on-site.
Allswell’s booth was a major draw, offering a free tote bag with every $10 spent and entry into a lucky draw with prizes including an iPhone 16 Pro, Apple Watch, and cartons of Allswell drinks. Participants also had a chance to win instant cash prizes through a cash grab activity, adding a fun and interactive layer to the experience.
Take-home sampling extends brand presence beyond the event
Extending the brand experience beyond the event, attendees took home curated goodie bags featuring products such as Dasoon’s Braised Soy Eggs, Dasoon Fresh and Quail Eggs, AAA Black Bean Soy Sauce Paste, Allswell Sparkling Drinks, Oh Huat Hin Sesame Oil, Allswell Golden Pear with Aloe Vera, Sanwa Soda Cracker, and Inspire Healthcare’s Tea Wellness Pack.
Feedback was resoundingly positive. 100% of attendees reported satisfaction with the event, indicating their interest in joining similar culinary sessions in the future.
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