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Sanrio fans can now carry a little Singapore pride wherever they go with the new Sanrio Characters Hello Singapore EZ-Link cards!
Priced at $10 each, the Singapore-exclusive collection features five adorable designs starring Hello Kitty, Cinnamoroll, Kuromi and My Melody against familiar local sights. There is also a special design featuring the characters gathered around an old-school ice cream cart.
Each card comes with no top-up value, so remember to add funds before using it for public transport or retail payments.
The five designs are available exclusively at the Sanrio Chinatown Store, making this a collection worth adding to your next Chinatown shopping trip. Pick your favourite character or complete the entire set for $50!
Sanrio Chinatown Store
25 Smith Street
Singapore 058939
Each EZ-Link card is priced at $10 with no top-up value. Terms and conditions apply.
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Winnie the Pooh fans, here is a charming new way to tap and travel!
SimplyGo EZ-Link has launched a Winnie the Pooh Plush SimplyGo EZ-Link Charm, featuring the beloved bear’s smiling face in a soft and cuddly design. Complete with a metal ring, it can be easily attached to your bag, keys or lanyard for convenient everyday use.
More than just an adorable collectible, the plush charm functions as a SimplyGo EZ-Link payment device—making every tap on public transport a little more cheerful.
Priced at $29.90 with no stored value, the Winnie the Pooh Plush SimplyGo EZ-Link Charm is available exclusively on Lazada from 8 September.
Pooh collectibles have a habit of disappearing quickly, so fans should secure theirs before it sells out!
Sanrio fever is running strong, and FairPrice Xtra has several adorable collections currently available in stores.
Taking centre stage is the Hello Singapore! Sanrio Characters Collection, created in collaboration with The Singapore Mint. Priced at $88 per set, each officially licensed collectible comes with a 24K gold-plated medallion and matching SimplyGo EZ-Link card.
Every set is also individually serial numbered, adding an extra collectible touch for Sanrio fans. There are six designs available, presented here in three character pairings.
Hello Kitty & My Melody
The Hello Kitty design pairs her gold-plated medallion with a colourful SimplyGo EZ-Link card featuring Sanrio characters exploring familiar Singapore landmarks.
My Melody’s set takes on a sweet pastel look, with My Melody featured on the medallion and joined by the wider Sanrio gang on the accompanying card.
Kuromi & Cinnamoroll
Kuromi fans can look out for a striking night-themed SimplyGo EZ-Link card featuring the Sanrio characters against Singapore’s illuminated skyline, accompanied by a matching Kuromi medallion.
Cinnamoroll’s design brings everyone together around a table of local food, making it an especially fitting keepsake for collectors who love Singapore-inspired designs.
Pompompurin & Hangyodon
Pompompurin’s set delivers plenty of local character with a SimplyGo EZ-Link card featuring familiar Singlish expressions such as “Can lah!” and “Can meh?”, paired with a gold-plated Pompompurin medallion.
Hangyodon completes the line-up with a bold “SHIOK!” card design featuring the Sanrio gang, together with his matching medallion.
The Sanrio hunt continues with the Hello Kitty Go to the Beach Series, a sun-soaked collection filled with tropical colours, tanned Hello Kitty designs and plenty of blind-box surprises.
Here are the collectibles to look out for at FairPrice Xtra:
Watch Blind Box — RSP $17.90
Each mystery box contains a functional quartz analogue watch featuring beach waves, tropical flowers and an iridescent seashell-shaped case.
Its convertible design allows the watch to be worn on the wrist or transformed into a bag charm using the included ribbon and gold-toned chain. Multiple colourways are available, along with rare secret designs for lucky collectors to uncover.
Plush Relaxing Toy Mini — RSP $11.90
These popular mini squishies combine a soft plush exterior with a squeezable core, delivering a satisfying little dose of stress relief.
Hello Kitty appears in tropical summer outfits, including sought-after sun-tanned variants decorated with flowers and beach motifs. Each one comes in a blind bag and can be attached to a keychain or bag.
Light-Up Movable Toy — RSP $12.90
Hello Kitty lounges inside a colourful coconut drink, complete with a cocktail umbrella and hibiscus flower.
Powered by an internal solar cell, the toy sways and bobs when exposed to ambient light or sunlight—without requiring batteries. There are six vibrant coconut colours to collect, including magenta, blue, green, purple, yellow and orange.
Phone Chain Mini — RSP $14.90
Give your phone a tropical makeover with braided floral ribbons, faux pearls, gold-toned hardware and retro “Tanned Kitty” enamel charms.
The designs feature Hello Kitty with hibiscus bows, bikinis, surfboards and Tiny Chum. Each chain connects to compatible phone cases through a tether tab or lanyard anchor pad.
Mini Figurines — RSP $9.90 Each
The beach-themed collection also includes two styles of mini figurines:
Phone Hippers, designed to perch along the edge of a phone
Windmill figurines, featuring Hello Kitty and friends enjoying a colourful beach day
With prices starting from $9.90, these smaller pieces make an easy addition to any desk, shelf or Sanrio display.
Both the Hello Singapore! 24K Gold-Plated Medallion & SimplyGo EZ-Link Card sets and the Hello Kitty Go to the Beach Series are available now at FairPrice Xtra stores. Availability may differ between locations, so head down early for the best chance of finding your favourite designs. All items are available while stocks last.
SimplyGo is turning everyday bus and MRT rides into a full-on digital adventure this June — complete with cashback, limited-edition collectibles, in-game quests, and even a real-world stamp hunt across Singapore.
From 1 to 26 June 2026, SimplyGo EZ-Link and SimplyGo Concession card users can take part in the new “SimplyGo Adventure Quest”, an interactive in-app digital board game created in collaboration with Mr. Merlion & Friends. Every commute on public transport, SGQR payment, app top-up, or trivia challenge helps players move further along the board to unlock rewards and surprises.
What makes this campaign especially interesting is how it blends both digital gameplay and real-world exploration. Beyond simply tapping in and out on buses and trains, players can also visit participating SimplyGo Ticket Offices and Ticketing Service Centres across Singapore to scan QR codes and collect digital stamps for additional in-game steps.
Early Bird Sign-Ups Come With Limited Edition Collectibles
Pre-registration opens from 18 to 24 May 2026, and the first 5,000 commuters who sign up will receive a limited-edition public transport acrylic keychain inspired by Singapore’s iconic buses and trains. Four different designs are available as part of the collection. Those who miss the first 5,000 slots will still receive 2 bonus in-game steps instead.
Players can also earn additional rewards by referring friends. Both the referrer and referred friend will receive $2 cashback upon successful referral.
Steps to sign up:
Make sure you have a SimplyGo app and an existing account. (If not, sign up here.)
Indicate your interest to the Adventure Quest here. First 5,000 get a limited-edition public transport acrylic keychain.
Complete Everyday Actions To Earn Steps
The gameplay itself revolves around completing simple everyday actions. Players can earn steps by:
Taking public transport journeys
Making SGQR payments using the SimplyGo app
Topping up their SimplyGo cards
Answering public transport trivia questions
Visiting participating stations and ticketing centres to scan QR codes
For example, every two completed public transport journeys earn one in-game step, while qualifying SGQR transactions and app top-ups unlock additional progress along the board.
Top rewards include a limited edition Mr. Merlion x SimplyGo EZ-Link Card Plushie upon completing all 50 steps and a limited edition Mr. Merlion plushie with an exclusive velcro patch as the lucky draw prize worth $39.50.
Exclusive Mr. Merlion & Friends Merchandise Up For Grabs
Rewards are spread across multiple tiers and include cashback credits, merchant vouchers, and exclusive public transport-themed merchandise. Some of the collectible items include sticker packs, coasters, fridge magnets, and limited-edition plushies.
One of the standout rewards is the adorable Mr. Merlion x SimplyGo EZ-Link Card Plushie, which players can redeem after completing all 50 steps in the game. There is also a lucky draw featuring a limited-edition Mr. Merlion plushie with interchangeable velcro patches.
To be redeemed at SimplyGo Adventure Quest Pop-up event at Bugis+ from 15 June to 5 July 2026, 11am to 10pm daily
On top of that, players may also receive up to $4 cashback credits and vouchers from participating merchants like Dunkin’ and Ottie Pancakes.
Pop-Up Event Happening At Bugis+
The experience will also extend offline with a SimplyGo Adventure Quest pop-up event happening at Bugis+ Level 2 Atrium from 15 June to 5 July 2026. Visitors can redeem prizes, collect additional digital stamps, snap photos at themed transit-inspired photo spots, and shop for public transport-themed merchandise.
With the June school holidays around the corner, the campaign could become one of the more interesting family-friendly activities for commuters, transport enthusiasts, students, and collectors alike — especially for those who already use public transport daily.
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If you love cute collectibles with a touch of good luck, this one’s going to be hard to resist. The My Melody Daruma SimplyGo EZ-Link Charm has officially landed in Singapore, bringing together Sanrio’s beloved sweetheart and the iconic Daruma symbol of perseverance and fortune — all in a charm you can use every day.
Designed around the traditional Daruma doll, this My Melody edition features soft pastel tones, charming details, and a cheerful expression that’s instantly recognisable to fans of My Melody. Whether you’re tapping in for your daily commute or adding it to your bag as a lucky charm, it’s equal parts functional and collectible.
Cute, Collectible & Commuter-Ready
Priced at S$28.90 each (no stored value) on Lazada, the charm works just like your regular SimplyGo EZ-Link card — only much cuter. Before use, simply top it up at a Self-Service Top-Up Machine and pair it with the SimplyGo app to start tracking fares and transactions digitally. It’s a fun way to refresh your daily routine, especially if you’re already using EZ-Link for public transport.
