‘Memoryscapes,’ the intangible expression of memories perceived through physical landscapes, are designed by the state to reinforce national identity in Singapore. However, state‐curated memoryscapes become contested when diverging and diverse memories of the people, which manifests as place attachment, are overlooked. The easy accessibility of content creation and consumption empowers people to bypass the perceived rigidity and performativity of top‐down community engagement to express their nuanced opinions on contentious memoryscapes through various media and artform. For example, local cinema that expresses the richness and complexity of place attachment. This research employs a ‘grounded theory’ approach, using local cinema as data to inductively construct a localized conception of place attachment. Findings reveal place attachment as an incremental range of behaviours with varying degrees of activity. With the emergence of a consultative government and progressive society in Singapore, this paper recommends community‐driven engagement in urban redevelopment to create authentic, localized landscapes.