[et_pb_section fb_built=”1″ admin_label=”Header” _builder_version=”4.21.0″ use_background_color_gradient=”on” background_color_gradient_type=”circular” background_color_gradient_direction_radial=”top left” background_color_gradient_stops=”rgba(255,255,255,0.89) 30%|rgba(255,255,255,0) 80%” background_color_gradient_start=”rgba(255,255,255,0.89)” background_color_gradient_start_position=”30%” background_color_gradient_end=”rgba(255,255,255,0)” background_color_gradient_end_position=”80%” background_image=”https:\/\/hypesingapore.com\/wp-content\/uploads\/2024\/02\/image4-1.png” background_position=”top_center” background_vertical_offset=”100%” width=”100%” min_height=”100px” custom_margin=”-12px||194px||false|false” custom_margin_tablet=”” custom_margin_phone=”-50px||194px||false|false” custom_margin_last_edited=”on|phone” custom_padding=”8vw|1px|0|0px|false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.19.4″ background_color=”rgba(0,0,0,0.49)” transform_translate_linked=”off” min_height=”192px” custom_margin=”160px|auto|150px|auto|false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”61px|48px|61px|48px|true|true” custom_padding_tablet=”” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.21.0″ text_font=”Ogg|700|||||||” text_text_color=”#ffffff” text_font_size=”44px” text_line_height=”1.2em” header_font=”Raleway|700|||||||” header_font_size=”80px” header_2_font_size=”28px” header_5_font=”Raleway|700||on|||||” header_5_text_color=”#000000″ header_5_font_size=”20px” header_5_letter_spacing=”0.5em” header_5_line_height=”1.8em” custom_margin=”-30px||-2px|0px|false|false” custom_margin_tablet=”” custom_margin_phone=”-25px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”|90px|0px|0px|false|false” custom_padding_tablet=”” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|desktop” animation_style=”zoom” animation_intensity_zoom=”5%” text_font_size_tablet=”” text_font_size_phone=”27px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”” text_line_height_phone=”1.2em” text_line_height_last_edited=”on|phone” header_font_size_tablet=”48px” header_font_size_phone=”28px” header_font_size_last_edited=”on|phone” header_5_font_size_tablet=”14px” header_5_font_size_phone=”12px” header_5_font_size_last_edited=”on|desktop” text_text_shadow_style=”preset1″ inline_fonts=”Montserrat” global_colors_info=”{}”]<\/p>\n
Will Valentines Sweep You Off Your Feet, Or Is It Just Another Rug-Pull?<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”4.21.0″ text_font=”Montreal Medium|500|||||||” text_text_color=”#ffffff” text_font_size=”15px” header_font=”Montserrat||||||||” header_font_size=”80px” header_5_font=”Raleway|700||on|||||” header_5_text_color=”#000000″ header_5_font_size=”20px” header_5_letter_spacing=”0.5em” header_5_line_height=”1.8em” width=”83.3%” min_height=”0px” custom_margin=”15px|129px|-22px||false|false” custom_margin_tablet=”” custom_margin_phone=”10px|0px|0px||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px|63px|||false|false” custom_padding_tablet=”” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone” animation_style=”zoom” animation_intensity_zoom=”5%” text_line_height_tablet=”” text_line_height_phone=”1.8em” text_line_height_last_edited=”on|phone” header_font_size_tablet=”48px” header_font_size_phone=”32px” header_font_size_last_edited=”on|phone” header_5_font_size_tablet=”14px” header_5_font_size_phone=”12px” header_5_font_size_last_edited=”on|desktop” text_text_shadow_style=”preset1″ inline_fonts=”Montserrat” global_colors_info=”{}”]<\/p>\n
With Valentine’s Day coming up, TAN FANG YI explores whether this romantic occasion is a celebration of genuine emotion or just another marketing gimmick to make people spend more money.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.17.4″ custom_margin=”-194px||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.17.4″ min_height=”84px” custom_margin=”-80px|auto||auto|false|false” custom_margin_tablet=”” custom_margin_phone=”-145px|auto|-100px|auto|false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.19.4″ text_font=”Montserrat|300|||||||” text_text_color=”#000000″ transform_scale_tablet=”” transform_scale_phone=”” transform_scale_last_edited=”on|desktop” transform_translate=”0px|-22px” transform_translate_tablet=”” transform_translate_phone=”” transform_translate_last_edited=”on|desktop” transform_translate_linked=”off” transform_rotate_tablet=”” transform_rotate_phone=”” transform_rotate_last_edited=”on|desktop” transform_skew_tablet=”” transform_skew_phone=”” transform_skew_last_edited=”on|desktop” transform_origin_tablet=”” transform_origin_phone=”” transform_origin_last_edited=”on|desktop” transform_styles_last_edited=”on|desktop” custom_margin=”30px||||false|false” custom_padding=”||0px||false|false” text_font_size_tablet=”” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” transform_styles_tablet=”” transform_styles_phone=”” global_colors_info=”{}”][\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”About Us” _builder_version=”4.21.0″ min_height=”1420px” custom_margin=”-136px||-433px|||” custom_padding=”107px||44px|||” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ custom_padding_last_edited=”off|desktop” _builder_version=”4.21.0″ custom_margin=”-55px||||false|false” custom_margin_tablet=”” custom_margin_phone=”-35px||||false|false” custom_margin_last_edited=”on|desktop” custom_padding=”2px|0|0px|0px|false|false” custom_padding_tablet=”|0px||0px||true” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.19.4″ text_font=”Montreal Medium||||||||” text_line_height=”1.5em” header_font=”||||||||” header_2_font=”Raleway|700|||||||” header_2_font_size=”50px” header_2_line_height=”1.4em” header_5_font=”Montserrat||||||||” header_5_text_color=”#b3b3b3″ header_5_font_size=”14px” header_5_line_height=”0.5em” header_6_font=”Raleway|700||on|||||” header_6_font_size=”16px” header_6_letter_spacing=”5px” header_6_line_height=”1.8em” max_width=”659px” module_alignment=”center” custom_margin=”0px|79px|104px||false|false” custom_margin_tablet=”” custom_margin_phone=”-40px|79px|0px||false|false” custom_margin_last_edited=”on|phone” custom_padding=”|0px||||” text_font_size_tablet=”” text_font_size_phone=”15px” text_font_size_last_edited=”on|phone” header_2_font_size_tablet=”35px” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” locked=”off” global_colors_info=”{}”]<\/p>\n <\/p>\n <\/p>\n BY Hype Issue #58<\/strong><\/p>\n <\/strong><\/p>\n <\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”Montreal Medium||||||||” text_font_size=”16px” custom_padding=”||0px|||” inline_fonts=”Montreal Medium” global_colors_info=”{}”]<\/p>\n Is it just me, or do I smell love in the air? It’s the season of love! Feb 14, Valentine’s Day, is a day filled with romance. There\u2019s often an emphasis on celebrating it through gift giving, things like flowers and chocolates, as a way of expressing one’s affection. However, an underlying question emerges: Is Valentine’s Day a day of genuine sentiment, or has it evolved into a cynical marketing gimmick?<\/span><\/p>\n Origin of Valentine’s Day<\/span><\/strong><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/hypesingapore.com\/wp-content\/uploads\/2024\/02\/image4-1.png” alt=”Valentine’s Day” title_text=”image4″ force_fullwidth=”on” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.21.0″ text_font=”Montreal Medium||||||||” text_text_color=”#000000″ transform_scale_tablet=”” transform_scale_phone=”” transform_scale_last_edited=”on|desktop” transform_translate=”0px|-22px” transform_translate_tablet=”” transform_translate_phone=”” transform_translate_last_edited=”on|desktop” transform_translate_linked=”off” transform_rotate_tablet=”” transform_rotate_phone=”” transform_rotate_last_edited=”on|desktop” transform_skew_tablet=”” transform_skew_phone=”” transform_skew_last_edited=”on|desktop” transform_origin_tablet=”” transform_origin_phone=”” transform_origin_last_edited=”on|desktop” transform_styles_last_edited=”on|desktop” custom_margin=”31px||0px||false|false” custom_padding=”||||false|false” text_font_size_tablet=”” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” transform_styles_tablet=”” transform_styles_phone=”” locked=”off” global_colors_info=”{}”]<\/p>\n Valentine’s Day is an annual occasion that takes place on Feb 14, when lovers express affection to each other through greetings and gifts. Graphic by Tan Fang Yi.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”Montreal Medium||||||||” text_font_size=”16px” custom_padding=”||0px|||” inline_fonts=”Montreal Medium” global_colors_info=”{}”]<\/p>\n Have you ever wondered how Valentine’s Day even came about? According to <\/span>Britannica.com<\/span><\/a>, though its true origin is vague, there are traces that the celebration is linked to the Roman festival of <\/span>Lupercalia<\/span><\/a> \u2013\u00a0 a celebration of spring marked by fertility rites and random pairings of men and women that took place in mid-February. At the end of the 5th century, <\/span>Pope <\/span><\/i><\/span>Gelasius I<\/span><\/i><\/a> prohibited the celebration of Lupercalia and replaced it with St. Valentine’s Day.<\/span><\/p>\n The commercialised lens<\/b><\/span><\/p>\n Over the years, various industries have taken the opportunity to commercialise Valentine’s Day. Taking a closer look into the floral industry, their marketing campaigns have carefully cultivated the association between love and flowers, prompting people to equate the two. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/hypesingapore.com\/wp-content\/uploads\/2024\/02\/image2-1.png” alt=”porridge” title_text=”image2″ force_fullwidth=”on” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.21.0″ text_font=”Montreal Medium||||||||” text_text_color=”#000000″ transform_scale_tablet=”” transform_scale_phone=”” transform_scale_last_edited=”on|desktop” transform_translate=”0px|-22px” transform_translate_tablet=”” transform_translate_phone=”” transform_translate_last_edited=”on|desktop” transform_translate_linked=”off” transform_rotate_tablet=”” transform_rotate_phone=”” transform_rotate_last_edited=”on|desktop” transform_skew_tablet=”” transform_skew_phone=”” transform_skew_last_edited=”on|desktop” transform_origin_tablet=”” transform_origin_phone=”” transform_origin_last_edited=”on|desktop” transform_styles_last_edited=”on|desktop” custom_margin=”31px||0px||false|false” custom_padding=”||||false|false” text_font_size_tablet=”” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” transform_styles_tablet=”” transform_styles_phone=”” locked=”off” global_colors_info=”{}”]<\/p>\n A \u201cwarning\u201d advertisement to market Miami Gardens Florist\u2019s flowers for Valentine\u2019s Day. The advertisement touches on one\u2019s emotions as a pushing factor for them to make a purchase. <\/span>Photo taken from <\/span>Pulley Media<\/span><\/a> via Pinterest.<\/span><\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”Montreal Medium||||||||” text_font_size=”16px” custom_padding=”||0px|||” inline_fonts=”Montreal Medium” global_colors_info=”{}”]<\/p>\n As I was scrolling online, looking at flower bouquets for Valentine’s Day, I was flabbergasted by the prices, as the average cost of a bouquet of flowers, sometimes consisting of just one or two stems, ranges from <\/span>$70 to $150<\/span><\/a>. This made me wonder how much people are willing to spend on a Valentine’s Day gift. Hence, I took this question to my Instagram and conducted a poll.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/hypesingapore.com\/wp-content\/uploads\/2024\/02\/image1-1.png” alt=”Superstitions” title_text=”image1″ force_fullwidth=”on” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.21.0″ text_font=”Montreal Medium||||||||” text_text_color=”#000000″ transform_scale_tablet=”” transform_scale_phone=”” transform_scale_last_edited=”on|desktop” transform_translate=”0px|-22px” transform_translate_tablet=”” transform_translate_phone=”” transform_translate_last_edited=”on|desktop” transform_translate_linked=”off” transform_rotate_tablet=”” transform_rotate_phone=”” transform_rotate_last_edited=”on|desktop” transform_skew_tablet=”” transform_skew_phone=”” transform_skew_last_edited=”on|desktop” transform_origin_tablet=”” transform_origin_phone=”” transform_origin_last_edited=”on|desktop” transform_styles_last_edited=”on|desktop” custom_margin=”31px||0px||false|false” custom_padding=”||||false|false” text_font_size_tablet=”” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” transform_styles_tablet=”” transform_styles_phone=”” locked=”off” global_colors_info=”{}”]<\/p>\n With a total of 66 responses, most people were willing to spend between $10 to $30 for a gift. More surprisingly, although 87% of respondents felt that Valentine’s Day is just another marketing gimmick, 29% of this group would still be willing to spend more than $50 on a gift. Poll conducted by Tan Fang Yi.<\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_font=”Montreal Medium||||||||” text_font_size=”16px” custom_padding=”||0px|||” inline_fonts=”Montreal Medium” global_colors_info=”{}”]<\/p>\n Undoubtedly, social media also adds pressure and creates a sense of competition to receive gifts on Valentine’s Day.\u00a0<\/span><\/p>\n “There’s [a] bit of pressure, especially when you see your friends getting flowers, then you are like, \u2018Why am I not getting flowers?\u2019,” Eilee Ong Yuk Ting, 20, a small business owner who runs an online floral Instagram shop (<\/span>@bouquet.eil<\/span><\/a>), says.<\/span><\/p>\n People feel the need to share elaborate displays of affection. This can be seen through an ongoing TikTok trend, where girls show off big flower bouquets that they\u2019ve received. The comment sections are filled with envy from others. With reactions like these, the stereotype of receiving gifts from your significant other, especially flowers, becomes emphasised.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/hypesingapore.com\/wp-content\/uploads\/2024\/02\/image3.jpg” alt=”Superstitions” title_text=”image3″ force_fullwidth=”on” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.21.0″ text_font=”Montreal Medium||||||||” text_text_color=”#000000″ transform_scale_tablet=”” transform_scale_phone=”” transform_scale_last_edited=”on|desktop” transform_translate=”0px|-22px” transform_translate_tablet=”” transform_translate_phone=”” transform_translate_last_edited=”on|desktop” transform_translate_linked=”off” transform_rotate_tablet=”” transform_rotate_phone=”” transform_rotate_last_edited=”on|desktop” transform_skew_tablet=”” transform_skew_phone=”” transform_skew_last_edited=”on|desktop” transform_origin_tablet=”” transform_origin_phone=”” transform_origin_last_edited=”on|desktop” transform_styles_last_edited=”on|desktop” custom_margin=”31px||0px||false|false” custom_padding=”||||false|false” text_font_size_tablet=”” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” transform_styles_tablet=”” transform_styles_phone=”” locked=”off” global_colors_info=”{}”]<\/p>\n
Tan Fang Yi<\/b>
The UrbanWire Editor<\/b><\/p>\nPublished on<\/h5>\n
February 14, 2023<\/h5>\n