When I look at the Christmas Food Village at Ngee Ann City, it just doesn’t feel inviting enough for people to walk in. The entrance itself feels cramped and slightly intimidating, almost like a bottleneck. From the outside, you can’t really see what’s inside, so there’s no strong pull or excitement to step in. It feels like effort, not curiosity.
The"Sandwich"
Effect: When stores or stalls flank the entrance too closely, it creates a "tunnel" feel. People generally don't like entering spaces where they feel they might get stuck in a crowd or forced into a one-way flow.
Obstructed Views: If you can’t see the "reward" (the food or the vibe) from the outside, the brain perceives entering as a higher risk/effort than just walking into the wide, air-conditioned mall.
On top of that, it’s competing directly with one of the strongest food environments in Singapore. Just a short walk away, the mall offers air-conditioning, comfortable seating, familiar brands, and trusted food quality. In comparison, eating inside a temporary tent—warm, humid, and uncertain—feels like a downgrade rather than an experience.
Price is another issue. Most of the food looks similar to what you can get at a hawker centre or neighbourhood stall, but at much higher prices. Without something truly special or exclusive, it’s hard to justify paying more just because it’s on Orchard Road. Once the novelty wears off, there’s little reason to return.
Overall, it feels like this setup isn’t really meant for people who are genuinely hungry. It seems more targeted at tourists, casual passers-by, or people looking for a festive photo rather than good value food. As a result, my gut feeling is that footfall might be there, but actual spending and repeat customers would be limited.
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