Christmas gets an IP glow-up in Malaysia and Singapore

This year, Southeast Asia’s shopping malls and brands are going all out on character-driven experiences, turning popular intellectual properties (IPs) into immersive marketing tools. From limited-edition merchandise to interactive pop-ups, fan-favourite characters are dominating retail spaces, drawing crowds and creating memorable brand moments. The trend underscores how experiential marketing and nostalgia are proving powerful levers for engagement in the region.

Big names including Disney, Pokémon, and Peanuts are leading the charge, with malls and brands leveraging these globally recognised characters to capture attention and drive foot traffic. Beyond simply decorating spaces, these tie-ups often feature curated experiences, exclusive collectibles, and photo-friendly setups that encourage social sharing, blending entertainment with commerce. For many consumers, visiting these activations has become an event in itself, rather than just a shopping trip.

Across Malaysia and Singapore, malls are embracing this strategy to stand out in a competitive retail landscape, using beloved characters to connect with both younger audiences and nostalgic adults. From themed installations to co-branded promotions, the region’s retail players are proving that character IPs can be more than just decoration, but also a strategic way to deepen engagement, boost sales, and create season-long buzz.

Here are nine shopping destinations that have caught our attention at MARKETING-INTERACTIVE and A+M, listed alphabetically:

Don't miss: Giant Mofusand cats pounce around SG in playful takeover

1. Capitaland Malls, Singapore: "Mofusand holidays"

This festive season, CapitaLand malls in Singapore are bringing Mofusand to life with Southeast Asia’s first and largest Mofusand Holidays. From 5 November, 17 malls and select workspaces transform into whimsical wonderlands featuring three playful themes: "Fruit meow", "Board shark", and "Coffee & donuts".

Highlights include interactive pop-ups, exclusive merchandise, AR filters, and meet-and-greet sessions with the Mofusand mascots. Bugis Junction combines all three themes in one immersive experience, while Raffles City Singapore features the eight-metre-tall Mofusand Christmas Tree and an exclusive Mofusand × Sushi Tei F&B collaboration. Families and fans can enjoy playful photo spots, festive rewards, and kawaii holiday magic across the island.

2. Central i-City Shah Alam, Malaysia: "Kuromi's 20th anniversary Christmas meet & greet"

Central i-City Shah Alam is kicking off the festive season like no other with its Kuromi 20th Anniversary Christmas celebration, running until 11 January 2026. Fans can enjoy Malaysia’s first-ever Kuromi meet and greet, snap photos with the mischievous mascot, and explore the world’s largest Kuromi inflatable playland featuring a six-metre-tall figure.

The mall is filled with festive magic through carnival booths, games, activity zones, Christmas shows, Santa walkabouts, and carol performances. Shoppers can also grab exclusive anniversary merchandise and redeem cute Kuromi gifts with qualifying purchases, making the celebration a must-visit destination for families, fans, and anyone looking for a playful holiday experience.

3. Jewel Changi Airport, Singapore: "The magic of adventure" with Disney Cruise Line

Jewel Changi Airport brings the magic of Disney Cruise Line to life with immersive holiday experiences. Centrepiece installations include a 16-metre-tall Festive Tree of Adventure, four-metre-tall topiary sculptures of Captain Mickey and Minnie, and a larger-than-life anchor, alongside themed photo zones at Level 5 Canopy Park featuring Toy Story characters, Disney Princesses, and Duffy and the Friend Ship.

Guests can enjoy the all-new "Magic of adventure light & music showcase" at the 40-metre Rain Vortex, daily collectible redemptions, and free weekend Canopy Park entry for Disney-inspired outfits, creating enchanting family-friendly adventures across the airport this season.

4. LaLaport Bukit Bintang, Malaysia: "Pokémon happy holidays"

LaLaport Bukit Bintang City Centre is transforming into a Pokémon wonderland for the holidays with its LaLaport "Pokémon happy holidays" celebration, running until January 4, 2026. Visitors can explore immersive decorations and oversized props featuring Pikachu and friends, bringing the playful world of Pokémon to life through games, activities, and surprises.

Pikachu will make weekend appearances for meet-and-greet sessions and walkabouts, while fans can join a holiday-themed Pokémon sticker collection quest and mini-hunts around the mall. Photo spots, Pokémon Trading Card Game tutorials, Nintendo Switch demos, and themed pop-up stores complete the experience, capped off by a nightly Pokémon christmas tree light show at WoW Plaza.

5. Pavilion Bukit Jalil, Malaysia: "Peanuts Christmas wonders"

Get ready to jingle all the way with the Peanuts gang at Pavilion Bukit Jalil. From 20 November 2025 to 4 January 2026, the mall transforms into a festive wonderland with “Peanuts Christmas wonders together, here,” featuring Charlie Brown, Snoopy, and Lucy in immersive holiday décor and activities.

Families can snap memorable photos, enjoy joyful installations, and take part in community-driven moments. Shoppers spending RM50 or more mall-wide can also redeem an exclusive meet and greet pass to meet the iconic trio on select dates in December, making this a heartwarming, picture-perfect festive experience for fans of all ages.

6. Paya Lebar Quarter, Singapore: "JOGUMAN happy holidays"

PLQ Mall is spreading festive cheer with a JOGUMAN-themed holiday celebration packed with rewards and surprises. JOGUMAN, is a popular South Korean character brand by Joguman Studio featuring several tiny dinosaur characters. Running from 7 November 2025 to 4 January 2026, Lendlease Plus members can take part in the "Jolly rush" in-app game, tap prizes on the moving train, and win up to 200 million Lendlease Plus$.

Shoppers can also enjoy tiered "Spend to win" rewards, redeem JOGUMAN plushie reusable bag blind boxes, and collect extra reward points with qualifying purchases. Citi Mastercard users enjoy exclusive vouchers, while lively performances and festive activities bring the mall to life. The setup offers a playful, rewarding, and immersive holiday experience for all visitors.

7. Suntec City, Singapore: "Catch the holiday magic with Pokémon"

Suntec City is bringing Pokémon magic to life this holiday season with a fun-packed, family-friendly festive setup. Kids and parents can explore the "Holiday cabin", a multi-sensory play space, enjoy meet-and-greets with favourite Pokémon, and watch the lively dance parade. Trainers can test their knowledge with the daily Pokémon quiz or join free Pokémon Trading Card Game new trainer Journey sessions.

Fans can also experience Pokémon Legends: Z-A on Nintendo Switch 2 and take part in Pokémon GO events around the mall. Festive photo opportunities abound, with a 12-metre Christmas tree and enchanting snowfall shows creating magical memories for all.



8. Sunway Malls, Malaysia: "Cozy cozy Christmas celebration"

Sunway Malls is spreading festive cheer with its “Cozy cozy Christmas” celebration, featuring eight of its own exclusive plushie characters across eight malls nationwide. Visitors can explore immersive installations, whimsical décor, and hands-on workshops designed to spark creativity and family bonding. HC Chan, CEO of Sunway Malls, said the rise of playful nostalgia continues to shape consumer behaviour, noting that Asian IPs and kidult-driven collectibles “consistently perform well and are expected to keep driving retail excitement.”

Chan added that Sunway Pyramid’s long-standing mascots, Leo and Leona, inspired this year’s warm, character-led theme, creating “a sense of coziness, belonging, and welcome” across the group. Running from 21 November 2025 to 4 January 2026, the campaign brings festive performances, Santa meet-and-greets, and digital rewards via the Sunway Super App, making it a season of heartwarming moments for all ages.

9. The Exchange TRX, Malaysia: POP Mart Christmas tree

We had a hunch that POP MART would make an appearance this Christmas, and it did not disappoint. The global collectible giant has lit up the MRT Plaza outside The Exchange TRX in Kuala Lumpur with a vibrant, character-filled festive setup — just weeks after the mall wrapped up its SKULLPANDA pop-up. While this installation sits outside the mall’s main concourse décor, it serves as a branded festive showcase tied to POP MART’s store, which opened in April.

The display features a glowing Christmas tree wrapped with the phrase “unbox joy,” a cosy bauble pagoda for visitors to step inside, and a charming Christmas Dimoo perfect for photos. Fans will also spot familiar favourites, including SKULLPANDA, Hirono, Labubu, Twinkle Twinkle, and Molly, making it a cheerful stop for collectors and casual shoppers alike.

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