A cruise ship decked out with popular cartoon characters such as The Powerpuff Girls will make its debut later this year.
Cruise management company Oceanic Group will launch the 11-deck Cartoon Network Wave in the fourth quarter in partnership with US media company Turner.
The cruise ship, which will be docked at the Singapore Cruise Centre, will require an investment in excess of US$100 million (S$130.7 million), according to Oceanic Group's chief executive Daniel Chui.
This comes as Oceanic Group, which offers services such as cruise management, is diversifying to chart new areas of growth with what it identifies as a differentiated product.
Targeting families and leisure passengers from around the region, the privately-held group is banking on the project to generate "substantial revenue".
Mr Chui reckons it could contribute as much as 50 per cent to 60 per cent to the group's bottom line in the next five to 10 years.
Highlighting that the cruise sector in the region is poised for double-digit growth, Mr Chui added: "The Asia Pacific, especially China, is leading growth. This industry is projected to grow strongly."
Cartoon Network Wave, which has a passenger capacity of over 2,000, will offer three-day, five-day and seven-day cruises, with the longest one travelling to four destinations in the region. Apart from Singapore, Oceanic Group has earmarked 12 other destinations in countries such as China, Taiwan, South Korea, Australia and Japan.
The ship's theme is inspired by characters from Cartoon Network shows such as Ben 10, The Powerpuff Girls and Adventure Time.
The Cartoon Network Wave, to be refurbished from an existing cruise ship, will have 11 restaurants and bars, and will offer entertainment, activities, recreation and retail options. It is owned by CN Cruise, a subsidiary of Oceanic.
Mr Ricky Ow, president of Turner Asia Pacific, said: "Turner is always looking at new ways to bring our characters to life and Cartoon Network Wave will be their home on the high seas. The ship has remarkable potential to offer our existing fans a truly unique immersive experience, as well as create new ones."
Mr Yap Chin Siang, the Singapore Tourism Board's assistant chief executive (policy and planning), said the new cruise strengthens Singapore's appeal as a top family destination by expanding its offerings.