Wiggle Wiggle takes over Singapore Flyer with world-first themed capsules

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Korean lifestyle brand Wiggle Wiggle has partnered with Singapore Flyer to roll out a limited-time capsule experience, marking the world’s first Wiggle Wiggle-themed giant observation wheel activation.

Running from 23 May to 28 September 2025, five of the Flyer’s capsules have been redesigned with Wiggle Wiggle’s signature retro visuals and colourful motifs. Each ride includes a 30-minute rotation in a themed capsule, offering what the brand calls an “exclusive and photo-worthy” experience.

The activation aims to drive tourism traffic and consumer engagement through branded entertainment and character IP (intellectual property). It also features Merli, a youthful, illustrated version of Singapore’s Merlion mascot. Merli acts as a local guide within the experience, aimed at showcasing uniquely Singaporean elements while broadening appeal to families and younger visitors.

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To increase dwell time and spending, a “Double Experience Ticket” is being introduced, allowing visitors to board two different Wiggle Wiggle capsules. Tickets include access via the Singapore Flyer’s VIP Lounge, positioning the activation as a premium experience.

Beyond the ride itself, the activation includes retail touchpoints. A pop-up store at the main entrance carries lifestyle products such as tumblers and accessories, while Singapore Flyer Gifts will launch a limited-edition Wiggle Wiggle and Singapore Flyer merchandise line from July this year.

Additional campaign elements include large-scale inflatables of the brand’s characters, interactive photo zones, and on-site missions that reward participants with branded gifts.

MARKETING-INTERACTIVE has reached out for more information.

In March this year, Wiggle Wiggle appointed Access Communications Singapore as the official public relations (PR) and communications agency for the brand's first pop-up in Southeast Asia. As the strategic communications partner, Access Communications was tasked with spearheading media engagement, influencer outreach, and publicity efforts to amplify the buzz around Wiggle Wiggle’s debut in Singapore.

In conversation with MARKETING-INTERACTIVE at the time, an Access Communication spokesperson said the agency won the appointment during an open pitch, with work having started from 25 February this year.

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