Klook debuts 'Joy dispenser' to encourage self-discovery through travel and scent

Online travel company Klook has launched a bold new experiential activation the "Joy dispenser" as part of its first global brand campaign, "The best you", developed by creative agency The Secret Little Agency.

Making its debut at Rainforest Wild ASIA, the newest park in Singapore’s Mandai Wildlife Reserve, the Joy Dispenser invites travellers to embrace self-discovery through a multisensory experience, with scent taking centre stage.

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The touring interactive vending machine challenges visitors to declare bold affirmations of joy aloud in exchange for a curated surprise from Klook. In Singapore, the dispenser rewards guests with one of five limited-edition incense sticks inspired by wild and whimsical moments in the rainforest.

With names like “Mousedeer farts” and “A sun bear’s mid-afternoon splash”, each scent captures a unique experience at the park. By saying the phrase “I embrace my wild side” at the dispenser, lucky visitors stand a chance to bring home the full Klook x Rainforest Wild ASIA incense kit.

“Bringing the 'Joy dispenser' to life took bold thinking, a little faith, and the courage to push creative boundaries,” said Marcus Yong, vice president, global marketing at Klook. “We wanted to capture that whimsical feeling of unexpected delight, and Mandai Wildlife Reserve was the perfect partner to make that magic happen. Together, we’re sparking curiosity and helping people discover new sides of themselves through travel and experiences.”

Co-chief creative officers at The Secret Little Agency, Nicholas Ye and Mavis Neo, added that the idea was to turn fleeting travel moments into lasting memories. “Travel is a deeply multisensory experience, and scent, more than any other sense, is closely tied to memory and emotion,” they said.

“Through scent, the Joy Dispenser invites travellers to take home a piece of their journey and carry a reminder of their best selves wherever they go," the duo added. 

The activation is the latest chapter in its "The best you" campaign, which debuted in April with a brand film and a content series featuring tidying expert Marie Kondo rediscovering joy through travel.

The campaign spans out-of-home (OOH) placements across Singapore, Vietnam, Hong Kong, Taipei, Mainland China, and Los Angeles, alongside an online personality quiz that encourages travellers to explore their most fulfilled selves through their travel preferences.

The "Joy dispenser" will be available at The Oculus at The Cavern in Rainforest Wild ASIA from now until 31 July 2025, operating daily from 9am to 6pm. Up to 100 visitors a day can walk away with a Klook x Rainforest Wild ASIA incense stick kit, while other participants receive promotional codes for F&B options within the park.

After its run in Singapore, the "Joy dispenser" will travel to Hong Kong, where it will debut a new set of locally inspired scents, continuing its mission to spark joy and self-discovery through travel, one scent at a time.

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