Singapore is leveraging global intellectual property to strengthen its position in the family travel segment. From 24 June to 30 August 2026, POP MART, Resorts World Sentosa (RWS), and the Singapore Tourism Board (STB) will launch CRYBABY: Cry Me an Ocean at the Singapore Oceanarium. This marks the first time the collectible character appears inside a working oceanarium, blending entertainment with marine education.
Experiential Design and Visitor Journey
The activation includes 11 photo zones spread across one of the world's largest oceanariums. Two five-metre outdoor inflatables—The Anglerfish and The Pufferfish—greet guests at the entrance. Inside, a two-metre Whaleshark sculpture anchors a trail through galleries such as Ocean Wonders, Shark Seas, and the Open Ocean viewing panel. Each installation pairs character stories with real marine species, supporting the Oceanarium's mission to foster ocean stewardship.
Beyond the aquarium, a dedicated CRYBABY pop-up store at WEAVE, Resorts World Sentosa, offers exclusive merchandise. Visitors who present a same-day Singapore Oceanarium ticket and spend at least S$128 receive an exclusive CRYBABY-themed eyemask, encouraging additional spending across the integrated resort.
Strategic Value for Tourism Stakeholders
For travel professionals, this collaboration illustrates how destinations can use globally recognised lifestyle brands to attract multigenerational travellers. Family travel remains one of Asia-Pacific's strongest leisure segments, with demand for attractions that combine entertainment, education, and social engagement. Activations built on popular IP also generate organic social media reach, extending destination marketing without paid amplification.
Nok Siriporn, Head of Southeast Asia at POP MART, said Singapore is a key market for the company. The collaboration allows fans to experience CRYBABY in a new environment while reinforcing POP MART's commitment to creating memorable experiences across the region.
Lena Lee, Executive Vice President, Attractions & Destination Experience at Resorts World Sentosa, noted that the activation reflects RWS' commitment to blending entertainment, culture, and discovery. Partnering with POP MART and STB enables the Singapore Oceanarium to engage new audiences while delivering marine conservation messages in an accessible way.
John Conceicao, Executive Director, Marketing Partnerships, Planning & Capability Development at the Singapore Tourism Board, said collaborations such as this demonstrate how Singapore's attractions can bring global IP to life in ways unique to the destination. This provides travellers with fresh reasons to visit and reinforces Singapore's reputation as a dynamic leisure destination.
For hoteliers and tour operators, the activation complements existing family offerings. Nearby properties such as The Hari Singapore, set to debut in 2027, may benefit from increased visitor traffic to Sentosa. The partnership also aligns with broader trends in experiential travel, where IP-driven attractions drive longer stays and higher spend.
Travel agents and tour operators can package the activation with other Sentosa attractions and accommodations. The limited-time nature of the event (June to August 2026) creates urgency for bookings, particularly for family groups during the summer holiday period.
As Singapore continues to invest in IP-based tourism, this collaboration sets a precedent for how destinations can integrate global brands into authentic, educational settings. The success of CRYBABY: Cry Me an Ocean may influence similar partnerships across the region, particularly in markets like Thailand and Malaysia where POP MART has strong fan bases.
