Festival Walk taps Sanrio and Baby Mirror to celebrate Christmas

This Christmas, Festival Walk has launched “BABY MIRROR GO ROUND”, a collaboration between Sanrio characters and the cartoon personas of Hong Kong’s boy group MIRROR, delighting fans and the community.

Running until 1 January 2026 on level LG2 of Festival Walk, the campaign is done in collaboration with PR agency The Bridge Agency. Following successful partnerships with international superstars including SEVENTEEN, NCT DREAM, TWICE, and (G)I-DLE, this marks Sanrio's first collaboration with MIRROR, unveiling a limited-edition collection titled “SANRIO CHARACTERS MEET BABY MIRROR.” 

In this exclusive crossover, each of MIRROR’s 12 members is paired with a beloved Sanrio character to create a lineup of brand-new BABY MIRROR personas. For example, Hello Kitty is paired with BABY Keung, Minnanotabo with BABY Alton, and My Melody with BABY Anson Lo. Each pairing presents a unique blend of creativity and personality—fusing charm and playfulness—and aims to generate excitement among fans eager to capture every "kawaii" moment, all infused with the magic of Christmas. 

All 12 members of BABY MIRROR don fluffy costumes inspired by Sanrio characters, inviting visitors to immerse themselves in the “BABY MIRROR GO ROUND” experience. Upon entering Festival Walk's grand atrium, guests are greeted by a nine-meter-tall carousel topped with a giant velvet-soft Santa hat. Its mirrored panels symbolise MIRROR’s dazzling stage presence. A giant LED screen showcases animations from “SANRIO CHARACTERS MEET BABY MIRROR,” while inside the carousel, 12 BABY MIRROR figures in Sanrio-inspired outfits await.

Nearby, a 2.6-metre-tall Christmas snow globe swirls with delicate snowflakes, creating a magical scene where different BABY MIRROR members are adorned alongside their Sanrio counterparts.

Participants can also step into the eight‑metre‑long MIRROR tunnel and be transported into a world of light and reflection, where mirrored surfaces and dynamic lighting intertwine to form a radiant “M” motif, symbolising the dazzling brilliance of MIRROR’s stage presence. 

Along the tunnel, a giant LED wall plays exclusive clips of the MIRROR members interacting with their Sanrio counterparts, allowing fans to delve deeper into the mesmerising world of “SANRIO CHARACTERS MEET BABY MIRROR”. 

The campaign has also introduced an exclusive “Sanrio characters meet BABY MIRROR” pop-up store, featuring a range of unique collaboration items. Highlights include plush toy sets, fluffy cardholders, baseball jackets, collectible card packs, and concert-exclusive merchandise.

On the other hand, a Sanrio Gift Gate limited‑time store also opens, offering a festive selection of Sanrio Christmas merchandise. The “SANRIO CHARACTERS MEET BABY MIRROR” line will be available from 29 November, featuring hair clips, cosmetic pouches, keychains, and a DIY phone strap zone where visitors can mix and match their favourite Sanrio character charms to create a one‑of‑a‑kind accessory. 

During the promotional period, customers who register as My FESTIVAL members and spend HK$2,500 or more in a single day using designated electronic payment methods at the shopping mall can redeem a BABY MIRROR GO ROUND hand mirror with a case. vailable in three designs and distributed randomly, this themed compact mirror can instantly transform into a cheering hand sign when placed in its exclusive case. 

To promote the pop-up, an opening ceremony was held featuring all members of MIRROR. Adding to the excitement, the beloved Sanrio character Usahana made her first-ever public appearance as well.

MARKETING-INTERACTIVE has reached out to Festival Walk for more information. 

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