In the world of politics, symbols have the power to transcend mere imagery and become a rallying point for campaigns. In the recent Singapore presidential election, an unexpected symbol took centre stage – the humble pineapple. President Tharman Shanmugaratnam's use of the tropical fruit as a symbol of his campaign left a lasting impression on voters, capturing hearts and minds across demographics. In this article, we explore how the pineapple became a secret weapon in President Tharman's successful presidential bid.

The Symbolism of the Pineapple

The pineapple, known as "ong lai" in Hokkien, holds a special place in Singaporean culture. It is associated with rolling good fortune into new homes and with hospitality. President Tharman Shanmugaratnam recognized the significance of this fruit and chose it as his election symbol. The pineapple resonates with people of all ages, races, and backgrounds, making it a brilliant and clever choice.

The Symbol's Role in Campaign Events

Throughout the presidential campaign, President Tharman Shanmugaratnam strategically integrated the pineapple symbol into various campaign events, creating a memorable and resonant experience for voters. One standout moment was his election meeting at the Pasir Panjang Power Station on August 25, 2023, where the pineapple symbol was prominently displayed, creating a festive and welcoming atmosphere for his supporters.

A Tangible and Memorable Symbol

President Tharman's pineapple symbol stood out in a sea of abstract campaign logos. It was a simple, easily recognizable image that conveyed a universal message of prosperity. Unlike his opponents, who chose more abstract symbols, President Tharman's pineapple was tangible and relatable to ordinary people. This choice allowed him to connect with voters on a personal level and lower the perceived distance between a political candidate and the people.

The Power of Tangibility

One of the key factors that contributed to the success of President Tharman's pineapple campaign was the tangible nature of the fruit itself. Beyond being a visual symbol, President Tharman made the pineapple a part of his campaign's narrative by gifting it to a drinks stall worker at Lau Pa Sat during a walkabout. This simple act transformed the pineapple from a symbol into a tangible gift, symbolising not only appreciation but also the hope of sharing prosperity with all Singaporeans.

The Power of Taglines

President Tharman paired his pineapple symbol with the tagline "Respect For All." In a time when issues like the cost of living and mental health were prominent concerns, this tagline resonated deeply with voters. It spoke to the desire for unity and respect in a society that sometimes felt divided. The combination of a memorable symbol and a meaningful tagline set President Tharman's campaign apart from his competitors.

The Versatility of the Pineapple

One of the key factors in the success of President Tharman's pineapple symbol was its versatility. Pineapples are not only a popular ingredient in Asian cuisine but are also relevant to Singaporeans of all ages. For younger audiences, the pineapple emoji made it easy to create memes and viral content. For older generations, it symbolised luck and prosperity. This versatility allowed the symbol to connect with a wide range of voters.

Thumbs-Up from Supporters of Other Candidates

Even supporters of President Tharman's opponents acknowledged the brilliance of his pineapple symbol. It was memorable and distinct, making it the most talked-about symbol among the three candidates. While other symbols felt generic or abstract, the pineapple sparked conversations and enthusiasm among voters.

The Election Victory and Beyond

President Tharman Shanmugaratnam's pineapple symbol resonated strongly with voters, ultimately leading to his landslide victory in the 2023 Singapore Presidential Election, where he secured an impressive 70.4% of the vote. The chants of "ong lai" and "huat ah" reverberated throughout Singapore, solidifying the pineapple's place in the lexicon of the campaign.

Even after his victory, President Tharman continued to express his gratitude to his supporters with crates of pineapples and Chinese decorations symbolising the fruit. The symbolism of the pineapple has gone beyond the campaign and become a unifying theme for celebrating Singapore's bright future.

A Lasting Legacy

President Tharman Shanmugaratnam's use of the pineapple as a campaign symbol in the Singapore presidential election was a stroke of genius. It tapped into the cultural significance of the fruit, resonated with voters across demographics, and created a memorable and relatable image. 

The pineapple symbol, paired with the tagline "Respect For All," set President Tharman apart from his competitors and contributed to his landslide victory. It serves as a testament to the power of simple, meaningful symbolism in the world of politics. The pineapple may have started as an unlikely star, but it rolled its way into the hearts and minds of voters, leaving a lasting legacy in Singaporean political history.
 

Research Links:

https://www.channelnewsasia.com/commentary/presidential-election-2023-pineapple-campaign-symbols-tharman-ng-kok-song-tan-kin-lian-3744766

https://www.marketing-interactive.com/more-than-just-a-logo-what-do-the-symbols-for-the-presidential-elections-mean

https://www.straitstimes.com/singapore/politics/how-president-elect-tharman-s-ong-lai-rolled-into-hearts-and-minds-of-voters

https://coopwb.in/info/why-tharman-choose-pineapple/

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