Momolato brings iconic SG landmarks to life, one popsicle at a time

Singapore’s homegrown gelato pioneer Momolato is turning up the heat this National Day with the launch of "SingaPop", a line of handcrafted gelato popsicles shaped after the city’s most iconic landmarks. The collection, debuting in time for SG60, aims to fuse heritage, design, and flavour into an edible celebration of Singapore’s rich identity.

Speaking to MARKETING-INTERACTIVE, gelato master and Momolato founder Sharon Tay said that the inspiration came from watching tourists and locals alike taking photos with the nation's iconic landmarks.

“We thought, ‘What if people could not just capture these moments, but taste them?’ We wanted to create an edible celebration of Singapore's heritage that brings joy in a uniquely Singaporean way — through food," said Tay. 

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This is especially since the brand has been supplying Merlion shaped popsicles for the last 10 years and wanted to venture into doing more landmark popsicles. 

Momolato’s launch of SingaPop coincides meaningfully with Singapore’s 60th birthday. “SG60 represents a milestone in our nation's journey, and as a homegrown brand, we wanted to contribute to the celebrations in our own sweet way,” explained Tay. 

“This launch reinforces our commitment to celebrating Singapore's culture through innovative local flavors. It's our love letter to Singapore, frozen in time," she added. 

The collection features four architectural icons: the Merlion, Marina Bay Sands, Botanic Gardens, and Kampong Gelam. Each popsicle showcases not just a physical form, but a symbolic facet of Singapore’s diverse heritage. According to Tay, the chosen landmarks represent different facts of Singapore - the Merlion for national identity, Marina Bay Sands for modern Singapore, Botanic Gardens for Singapore's garden city heritage and Kampong Gelam for the nation's multicultural roots.

"We also considered the Esplanade and Singapore Flyer, but these four created the most distinctive and recognisable popsicle silhouettes," revealed Tay. 

Reflecting Momolato’s ethos of blending local flavour with creative dessert artistry, Tay said the "SingaPop" line embodies the country's 'uniquely Singapore' philosophy.

“Just as we've always incorporated local flavors such as 'ondeh ondeh' ('chery dough balls'), cempedak, milo hazelnut into our gelatos, these landmark popsicles showcase our creativity in merging heritage with modern dessert artistry. It's about making Singapore's icons accessible in a fun, delicious format," stated Tay. 

Marketing plans for SingaPop include collaborations with vendors near tourist hotspots and local tourism boards to maximise reach and engagement. In fact, the brand plans to partner and collab with vendors near major tourist spots and local tourism boards for distribution. 

Packaging and storytelling also take centre stage, with each popsicle encased in boxes that tell the story of the monument it represents, adding a layer of cultural education to the experience.

On social media, Momolato is launching the #MySingaPop challenge, encouraging fans to snap creative photos of their popsicles at the actual landmarks, creating a buzz that ties physical locations with the edible art.

Looking ahead, Tay reveals plans for expanding the series, with the second drop to feature Changi Airport, Singapore Zoo and Dragon playground.

The brand is also considering limited editions for special occasions such as Chinese New Year.

As for regional ambitions, Momolato remains open but measured: “We're open to this possibility. Imagine Petronas Towers popsicles in KL or Angkor Wat editions in Cambodia. But first, we want to perfect the Singapore series and gauge response before expanding the concept regionally.”

With "SingaPop", Momolato not only offers a new way to savour Singapore but also deepens the emotional connection locals and tourists have with the city’s iconic landmarks, turning heritage into a sweet, shareable moment that’s built to last.

SingaPop joins a growing line-up of SG60 campaigns built around iconic local landmarks and neighbourhoods.

Just in time for National Day, adidas Singapore is celebrating local pride with six new designs in its “Rep your hood” collection. The latest additions pay tribute to Bukit Timah, Chinatown, East Coast, Jalan Besar, Kampong Glam and Little India, each with a design that captures quirky, hyperlocal details. The Bukit Timah tee, for example, features a monkey stealing an adidas backpack, a playful nod to the area's mischievous wildlife.

Meanwhile, LEGOLAND Malaysia has unveiled a refreshed "Miniland Singapore" attraction to mark the Lion City’s 60th birthday. Originally launched in 2012, the updated exhibit blends nostalgia and national pride with interactive brand storytelling. Built with over 1.5 million LEGO bricks, the new "Miniland" features moving vehicles, immersive soundscapes, misting waterfalls and over 100 miniature scenes – all crafted to celebrate Singapore's most beloved icons.

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