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万金油大王胡文虎于20世纪上半叶在新加坡和香港分别建筑了几幢别墅,无论是作为自我宣传,抑或为其永安堂虎标药品作宣传,这些私邸兼有文化与商业目的。本文通过当时新加坡的中、英文报纸以及中国的报刊等文献之记载与叙事,深入分析其长子的婚礼与其寿筵等象征性消费行为,探讨胡氏是如何将这些原本属于私人的空间转换成为“公共”的空间,于宣传其个人与品牌之同时,亦塑造了中国与南洋地区的现代文化景观。
Tiger King Tiger King built several villas in Singapore and Hong Kong in the first half of the 20th century, both for self-promotion or publicity for their Yong An Tang Tiger label, both for cultural and commercial purposes. Through the records and narratives of the then Chinese and English newspapers in Singapore and the Chinese newspapers and periodicals, this article analyzes in depth the symbolic consumption behaviors of the eldest son’s wedding and their birthday feast, and explores how the Hu’s transformed these originally private spaces into the The “public” space has also shaped the modern cultural landscape in China and the South Pacific while promoting its personal and brand identity.