Hello Kitty campaign kicks off to get people to walk, run or ride to earn merchandise
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In Hello Kitty’s Move Lite Adventure, digital coins earned in quizzes, checking in and more can be used to redeem merchandise such as bag charms and enamel pins.
ST PHOTOS: DESMOND FOO
Koh Ming Lun
Follow topic:
- LTA launches Hello Kitty Move Lite Adventure (Nov 1-21) to promote sustainable transport via challenges and merchandise rewards.
- Earn digital coins by answering trivia, completing runs (up to 50km), and checking in at 15 MRT stations.
- Social media contest for Hello Kitty train selfies offers medals; finale event (Nov 21-23) at One Holland Village.
AI generated
SINGAPORE – Some 22,000 people have signed up to get moving over the next three weeks – by foot or public transport – and for the chance to redeem exclusive Hello Kitty merchandise.
Hello Kitty’s Move Lite Adventure is part of the Land Transport Authority’s (LTA) Move Lite movement to encourage Singaporeans to adopt sustainable commuting.
Registration, which began on Sept 4, is still open at movelite2025.42campaign.io
The response so far has exceeded LTA’s initial target of 10,000 participants, said Ms Gina Chin, deputy director of marketing communications at the authority.
From Nov 1 to 21, participants can earn digital coins by answering a question in a daily quiz on the website, with more coins awarded as the quiz progresses to later rounds.
Participants can also tackle a 50km virtual run/walk by completing 12 distance milestones at their own pace, earning a Hello Kitty e-certificate upon completing the first 3km.
The coins earned can be used to redeem Hello Kitty merchandise, such as bag charms, phone chains and enamel pins.
From Nov 7 to 21, fans can collect unique Hello Kitty digital stamps and coins by scanning QR codes at 15 MRT stations, including Botanic Gardens, Maxwell, Orchard, Tampines, and Woodlands. Each check-in earns a unique Hello Kitty digital stamp as well as coins.
Hello Kitty-themed trains are now plying the North East Line, Downtown Line and Thomson-East Coast Line till Nov 23.
Passengers who post selfies with these trains or Hello Kitty decor at stations stand a chance to win exclusive Hello Kitty’s Move Lite Adventure medals in LTA’s social media contest from Oct 28 to Nov 9.
The campaign ends with a finale at One Holland Village from Nov 21 to 23, featuring merchandise redemption, a Hello Kitty photo booth, and receiving a stamp postcard that can be stamped at different spots within the mall.
Participants can also opt to have items they redeem mailed to them, for a delivery fee of $6.
Featuring Hello Kitty in LTA’s Move Lite campaign in 2025 “brings a sense of fun and familiarity to everyday journeys”, Ms Chin said.
“With her broad appeal across all ages, we believe she can inspire everyone – children, families, the young, and adults – to adopt sustainable commuting habits.”
