The aim of this paper is to examine the extent to which public planning and policy have created a 'national' identity for Singapore since its independence in 1965, the importance of heritage to contemporary Singapore, and how heritage is marketed to Singaporeans and visitors. Over the last 30 years Singapore has striven to create itself as one of the most modern and successful of the ASEAN nations, but this may have been at the cost of its indigenous cultures and authentic heritage. Many of the craft industries common in the late 1970s and 1980s have been lost, and while the Singapore Tourism Board promotes Chinatown, Little India and Kampong Glam as 'pockets of individuality' in Singapore's multicultural society, souvenirs currently on sale were made in China, India, Malaysia and Indonesia. By contrast, the enduring image of 'Singapore Girl' for Singapore Airlines led to an entire souvenir culture and a batik clad 'Singapore Girl' Barbie Doll.
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