Feeling kan cheong? KitKat and POP MART pack breaks into blind boxes

Singapore’s fast pace means even breaks often feel rushed. As such, KITKAT is teaming up with cult-favourite collectible brand POP MART and its quiet, thoughtful mascot DIMOO to encourage Singaporeans to slow down and take proper breaks.

Singapore’s “kan cheong” lifestyle, where on is often always rushing from work to school to life’s next challenge, leaves little room for genuine downtime. POP MART's character DIMOO represents a gentle reminder to embrace self-kindness and enjoy simple pleasures amid the chaos, said the snack brand in a statement seen by MARKETING-INTERACTIVE. 

Don't miss: POP MART cracks open SEA’s collectibles craze with Lazada partnership

The limited-edition KITKAT x DIMOO blind box collection offers keychain pouches in three different designs and tote bags in two designs, each paired with popular KITKAT products such as 2-Finger Sharebags, Chunky White, and Chunky MILO bars.

The keychain pouch blind box retails for SG$19.95 and includes two KITKAT 2-Finger Sharebags and one randomly selected pouch design.

Meanwhile, the tote bag blind box goes for SG$19.95 and is exclusive to 7-Eleven. It comes with a collectible tote bag, one 2-Finger Sharebag, plus Chunky White and Chunky MILO bars.

These exclusive boxes are available now at major supermarkets, online, and 7-Eleven stores islandwide, while stocks last.

“As part of our mission to encourage more meaningful breaks for Singaporeans, we’re excited to collaborate with POP MART DIMOO on the launch of this limited-edition KITKAT x DIMOO blind box collection," said Jocelyn Ho, business manager for food and confectionary, Nestlé Singapore.

"Let’s remember to be kind to ourselves even when we chiong through our days, and to have a break without interruption. Amid the hustle of life, a better-quality break goes a long way," she added. 

While the brand is leaning into fandom and the blind box craze in Singapore, KITKAT has taken a different approach in the Philippines to encourage consumers dto pause, unwind and recharge. 

In the Philippines, KITKAT turned its chocolate bars into practical tools for overworked small business owners.

Launched by KITKAT Philippines and VML Philippines, the “KITKAT Break Bar” campaign reimagines the act of taking a short break in Metro Manila’s mom-and-pop shops, where overworked vendors often signal breaks with broomsticks wedged between doors or hand-scrawled cardboard signs. The campaign introduced a playful alternative: a specially designed KITKAT bar that functions as a physical door blocker, complete with “On break” signage, reinforcing the brand’s break-time DNA in an inventive, culturally relevant way.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. 

 Related articles:  
KitKat swaps smartphones for chocolate in clever twist on iconic slogan   
KitKat reinvents break time sign for Manila's small businesses 
KitKat teams up with Formula 1 to cater to growing diverse fanbase