Filial Piety in the Postmodern Era: Is it Still Relevant?

‘How one generation loves, the next generation learns,’ was the tagline for the campaign launched by then Ministry of Community Development, Youth & Sports (MCYS) in 2010, to raise awareness of filial piety in Singapore. The S$1.6 million advertising campaign highlighted a poignant three-minute ad that displayed the importance of filial piety and why it needs to be ingrained in the younger generation. More importantly, the abovementioned tagline accentuated the significance of a synergic approach when discussing filial piety, incorporating both the receiver and giver.

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