Singapore (Commonwealth Union)_ The Pinkfong Company has unveiled a new family-focused travel experience in partnership with the Singapore Tourism Board and Fairmont Singapore, bringing its globally recognized “Baby Shark” brand into a real-world setting. Announced on April 23, the initiative introduces a themed staycation package that transforms a traditional hotel visit into an interactive, story-driven experience. The program will run for six months, from May 18 to November 17, and is designed to attract families traveling to Singapore, one of Southeast Asia’s leading tourism hubs.
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At the center of the collaboration is Fairmont Singapore, a prominent five-star hotel with 778 rooms. The hotel will be transformed into a “Baby Shark” universe, where guests can interact with the characters and themes throughout their stay. This idea is part of a growing trend in tourism where intellectual property is used in immersive, offline experiences as well as digital ones. Guests who book the themed package can expect a fully integrated experience from the moment they arrive until they leave. The rooms will be decorated with Baby Shark designs and come with welcome kits that include limited-edition items like eco-bags, keyrings, and plush toys. In-room TVs will also show exclusive content, so guests can watch Baby Shark programming whenever they want.
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Beyond the rooms, the experience extends to other parts of the hotel. Accordingly, the restaurant by the pool named The Eight will be transformed to fit the story theme as well as provide kids with family-friendly food. In addition to this, guest engagement will be improved through interactive activities such as cooking classes and character meet-and-greet events. Other additional creative aspects of this campaign include collaborations to create a music video and soundtrack filmed at both the resort and key locations in Singapore. The resort will also utilize other well-known locals to give an authentic local flavor. These will include two of the popular local characters, such as Merli from the Singapore Tourism Board and Fairmont’s mascot Pakcik.
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Serene Tan from the Singapore Tourism Board stated that this partnership builds on a successful engagement established in 2022 and seeks to provide unforgettable experiences for visiting families. Meanwhile, Joo Hye-min, Chief Business Officer of The Pinkfong Company, stated that the initiative was intended to go above the typical hotel experience, allowing visitors to fully immerse themselves in the Baby Shark universe. The corporation also stated that this endeavor is part of a larger goal to convert its intellectual property into real experiences, therefore boosting its position in Singapore and the wider Southeast Asian market.
