Changi Airport is bringing Chinese character IP Nailoong to its terminals and Jewel this Golden Week, with interactive experiences, digital games, limited-edition blind boxes and shopping promotions running from 22 September to 31 October.
Created with VML and Nailoong owner Seventh Impression, the campaign marks Changi Airport’s first collaboration with an original Chinese character IP. It will run across Terminals 1 to 4 and Jewel, targeting families, young travellers and Nailoong fans, particularly those travelling from China during the Golden Week period.
Nailoong-themed pop-up booths will be set up across the transit halls, where travellers can take part in check-in activities to qualify for lucky draws and prizes. Mascot meet-and-greet sessions will also take place across the terminals, while interactive kiosks will allow passengers to scan their boarding passes, play mini-games and redeem instant prizes and shopping discounts.
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The campaign extends into digital through a dedicated WeChat Mini Program, where travellers can play a game featuring Nailoong and its rival Baobaolong while being guided through Changi’s dining, shopping and leisure offerings.
On RedNote, meanwhile, curated “Nailoong-style routes” will highlight shopping, dining, photo spots and attractions including the Butterfly Garden and local food experiences, helping travellers plan how to spend their time at Changi.
The activation also includes five limited-edition Changi x Nailoong blind boxes, created exclusively for the campaign. Each design features Nailoong enjoying a different airport experience, from dining and shopping to exploring Changi.
Travellers who spend at least SG$60 in a single purchase can purchase a blind box for SG$14.90, while additional collectibles will be available through selected spend-and-redeem promotions and campaign activities, subject to availability.
Shopping promotions will also run across selected duty-free retailers including The Shilla Duty Free, Lotte Duty Free and iShopChangi.
The campaign also extends beyond Singapore, with localised digital and social content targeting travellers across China and Southeast Asia. In Indonesia, Changi Airport will run a Nailoong blind box giveaway on its Instagram account from 21 to 29 September.
Nailoong has more than 39 million fans worldwide and generated more than 100 billion content views By bringing the character from social feeds into the physical airport environment, the campaign aims to tap into its existing fan base while encouraging travellers to explore Changi’s shopping, dining and leisure offerings
Kevin Zhu, CEO of VML China, said the campaign was designed to connect Nailoong’s digital following with a physical experience at Changi.
“By bringing Nailoong from social feeds into the physical airport, we’ve designed a physical to digital journey that links WeChat missions, on-ground discovery and exclusive collectibles,” he said.
Xie Ying, co-founder and vice president of Seventh Impression, said the collaboration gives Nailoong fans more opportunities to engage with the character during their travels.
“By working with Changi and VML to create playful touchpoints across the terminals and online, we hope to give travellers more reasons to smile, discover and share their journey with Nailoong as part of their travel memories,” she said.
The campaign is part of Changi Airport’s broader strategy of using entertainment and experiential activations to turn its terminals and Jewel into destinations in their own right. Earlier this year, Jewel partnered with LEGO on “Celebrate Jewel blooms with LEGO Botanicals”, transforming Forest Valley and Canopy Park into a floral-themed playground featuring around 800,000 LEGO bricks, alongside interactive activities, retail promotions and a stamp rally.
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