There’s a new Sanrio store in Chinatown with Singapore-exclusive merch and a character-themed photobooth

Universal Studios Singapore isn’t the only hotspot to get a cutesy new Sanrio store this year. Another permanent shop dedicated to the Hello Kitty gang has quietly opened along Smith Street, amidst the array of traditional pastry bakeries and dessert houses.

Has gentrification come for this heritage-steeped area? One could argue so, but this Sanrio store isn’t your usual bubblegum pink affair. Very much like the nearby mural-laden duplex Starbucks and Chagee’s shophouse concept store, the kawaii retailer has chosen to pay homage to its newest locale as well as Singapore’s unique culture.

While the Hello Kitty statue smack in front of the store will likely be the first thing that catches your attention, you’ll soon notice that it’s flanked by signage that mimics the wooden carved ones of old shophouses, with “Sanrio” and “Singapore” in striking red Chinese font. Inside, the red palette continues – presumably in reference to how it’s a lucky colour in Chinese culture. Meanwhile, wall decals and digital displays show Sanrio characters frolicking among local landmarks like Marina Bay Sands, the Supertrees, and Sentosa’s cable cars.

Among the plush dolls and accessories brought in from Japan, you’ll find a selection of Singapore-exclusive Sanrio merchandise here: Tees with your favourite characters enjoying local treats like ice kacang and Hainanese chicken rice; My Melody and Kuromi badges with orchid motifs and cheeky Singlish phrases like “chope!” and “paiseh”; and blind box keychains where you’ll uncover a Merlion-fied version of Hangyodon, Pompompurin, Little Twin Stars and the like. Even the iconic dragon playground from our childhoods makes an appearance as a postcard print.

To top it off on a sweet note, there’s an in-store dessert counter with the most adorable character macarons, as well as a Solace Studios photo booth with special Sanrio frames at just $10 for two printed strips.

Sanrio Singapore’s Chinatown store is located at 25 Smith Street and is easily accessible from Chinatown and Maxwell MRT stations.

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