Why Fairmont Singapore is splashing into Baby Shark territory

Fairmont Singapore has partnered with the Singapore Tourism Board (STB) and The Pinkfong Company to launch an immersive Baby Shark-themed family stay experience, running from 18 May to 17 November 2026.

Billed as a Singapore-first, the collaboration transforms the hotel into a story-led escape featuring Baby Shark alongside Merli, STB’s Merlion-inspired mascot, and Pakcik, Fairmont Singapore’s lion mascot. From check-in, families are greeted with bright visuals and themed touches across the lobby, rooms and poolside.

Each stay includes exclusive keepsakes such as a 'Little Explorer' tote bag, friendship key ring and a collectible plush buddy featuring Baby Shark, Pakcik or Merli. In-room, guests can expect themed amenities, a tailored dining menu and a dedicated TV channel streaming Baby Shark content.

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In conversation with MARKETING-INTERACTIVE, Robert Strasser, hotel manager at Fairmont Singapore and Swissôtel The Stamford, said Baby Shark was “an obvious answer” when the team looked at how to deepen its appeal to families.

“Fairmont Singapore has long been a hotel families choose when they come to Singapore, whether it's for the school holidays, a multi-generational trip, or a local staycation. So, when we looked at where to take that next, the question wasn't whether to invest more deeply in the family segment, but how to do it in a way that lives up to our ‘Make special happen’ brand promise,” he said.

“Baby Shark is one of those rare IPs that crosses generations and geographies, and there's barely a family in Asia that hasn't sung along to it. The partnership integrates Merli alongside our own mascot Pakcik – and it is this combination that makes it distinctly Singaporean, not just another licensed activation,” he added.

Strasser noted that the timing reflects where family travel is heading, with parents seeking experiences that are immersive and worth documenting, not just a room with a kids' amenity kit. He added that the activation is a natural evolution of the hotel’s creative collaborations, from its ARTiSTORY high tea series inspired by Van Gogh and Monet, to partnerships with National Gallery Singapore and themed high tea experiences such as Yip Yew Chong for SG60 and Paddington.

At the heart of the Baby Shark experience is The Eight, Fairmont’s poolside restaurant, which has been reimagined with a Baby Shark-themed menu and pool toys. Dishes include 'Chomp & chips' with tempura dory and fries, 'Ooey gooey mac & cheese', 'Lion city crunch satay', as well as desserts such as 'Chendol chiffon cake', 'Coco crunch' and 'Mango splash'. The venue is open to both hotel guests and walk-ins.

Fairmont Singapore is also rolling out interactive activities, including the 'Little fins cupcake decorating workshop', where children decorate Baby Shark-themed cupcakes under the guidance of hotel chefs. Meet-and-greet sessions with Baby Shark and Merli will take place at The Eight and the hotel lobby on selected dates from 18 May to 29 June, on a first-come, first-served basis.

Strasser said the activation is designed to appeal to both inbound and local markets.

“The primary audience is regional families across Southeast Asia, Greater China, India and Australia, markets where Baby Shark has enormous recognition and where Singapore already sits high on the short list for a family trip,” he said. “But we're equally focused on local Singaporean families looking for a staycation or on-property experience with real substance, particularly during the June and year-end school holidays.”

He added that including Merli is strategic, signaling to inbound visitors that the experience is unique to Singapore, while giving locals a fresh reason to rediscover the hotel. Opening The Eight and the cupcake workshop to non-staying guests also helps capture day visitors.

The collaboration is supported by a fully integrated campaign running through to November. Beyond the hotel, a branded content series featuring Baby Shark, Merli and Pakcik exploring Fairmont Singapore and key attractions around the city will be rolled out on major social media platforms, effectively telling a destination story through characters families already love, said Strasser. An original music release tied to the experience will also go live on digital platforms.

“On the promotional side, we're activating across owned channels, social, STB's regional marketing networks, and Pinkfong's global fan base, which truly makes this a global activation,” he said, adding that meet-and-greets and workshops are designed to generate organic social content and are often the most persuasive media for this audience.

Success will be measured across guest experience, brand impact and commercial metrics. “Guest satisfaction is our most important measure, from feedback and repeat visit intent to the kind of memories families take away. It ties directly back to Fairmont's brand promise of ‘Make special happen’,” he said.

“On brand, we're looking at share of voice, earned media, organic social and user-generated content. Commercially, we're tracking occupancy on the themed package, covers at The Eight, workshop bookings and merchandise sales – but just as important as the volume is the mix,” he explained, noting the aim is a healthy split across inbound regional families, local staycationers and local day-trippers.

“Ultimately, while the numbers matter, it's the guest experience and our ability to truly make special happen that determines whether a partnership is worth building on,” Strasser said.

The Fairmont Singapore collaboration also marks a strategic step in The Pinkfong Company’s wider push into location-based entertainment (LBE) across Southeast Asia, as it brings Baby Shark off-screen and into real-world, experiental formats. The company has been steadily expanding its offline footprint in the region through large-scale mall tours, live musicals such as Baby Shark live: The hidden treasure in Thailand, and upcoming attractions including a water park activation and the first Baby Shark Kids Café in Singapore.

By integrating Baby Shark into a themed hotel stay with STB and Fairmont Singapore, Pinkfong is adding hospitality to its mix of live shows, pop-ups and family venues, underlining a strategy to deepen fan engagement beyond digital content. It also reflects the brand’s move towards long-term, locally tailored partnerships that embed its IP into destination experiences, strengthening its regional presence and broadening its global family entertainment ecosystem.

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