The matchbox covers carry scenes from the Haw Par Villa on the front and months of the calendar on the back. Matchboxes - given their small size and ubiquitous nature - served as a handy means of advertising. Also referred to as Tiger Balm Gardens, the park was built in 1937. Unlike other commercial parks of the time, it was built on private property along Pasir Panjang Road. Set on a series of terraces, it comprised distinct-looking gateways with pavilions. Haw Par Villa was unique in that it presented an idiosyncratic combination of intentions and purposes. Envisioned as a large China-themed park, it was both a space for marketing the pharmaceutical brand of its owner, Aw Boon Haw and a place for public edification.