CapitaLand malls across Singapore have launched a massive, feline-centric Chinese New Year celebration featuring the wildly popular Mofusand cat, running from now until March 1. The campaign, titled “Mofusand Paws-perity,” integrates traditional festive motifs—think lanterns, blossoms, and lucky red—with the internet-favorite chubby cat. Shoppers can engage with exclusive photo installations, interactive augmented reality filters, and limited-time merchandise designed to bring an extra dose of cuteness to the Year of the Dragon festivities.
The retail giant has transformed 17 participating malls for the Lunar New Year, focusing heavily on visually appealing displays tailored for social media sharing. Rather than standard decor, these installations showcase Mofusand cats adorned in seasonal splendor, featuring prominent details like peonies, glowing lanterns, cherry blossoms, and mandarin oranges. These large-scale photo opportunities are strategically placed to encourage shoppers to pause their retail therapy for a memorable snap.
Interactive Fun and Digital Rewards
Beyond static displays, CapitaLand has embraced digital engagement to amplify the celebration. Shoppers are invited to utilize interactive AR filters that allow them to virtually ‘twin’ with Mofusand cats wearing festive costumes, including miniature lion dance outfits and traditional headpieces crafted from mandarin oranges.
To incentivize sharing, participants who snap and post their photos tagging @CapitaLandMallsSG on social media platforms are entered into a competition to win significant rewards. The grand prize is an auspicious 88,888 STAR$®, offering a substantial bonus for loyalty program members.
Exclusive Merchandise and Collectibles
For dedicated fans, the “Mofusand Paws-perity” event includes limited-time pop-up stores selling exclusive merchandise. These offerings range from collectible apparel, such as themed tees and tote bags, to a special Purchase-with-Purchase (PwP) promotion.
The PwP highlight features highly sought-after Chinese New Year collectible plushies. These unique stuffed cats are dressed in traditional holiday attire, including tang suits and cheongsams, making them distinct additions to any collector’s trove. Furthermore, shoppers can test their luck at themed claw machines setup at the pop-ups for a chance to win even more Mofusand additions.
The celebration modernizes another Chinese New Year staple: the red packet. Digital Mofusand ang baos (red packets) and sticker packs are now accessible via the CapitaStar app and related social platforms, providing a quick and delightful way to send festive greetings to friends and family in the digital realm.
Participating Locations
The campaign spans a wide selection of shopping centers across Singapore, ensuring accessibility for residents islandwide. The 17 participating CapitaLand malls include popular destinations like Funan, Plaza Singapura, Bugis Junction, and Tampines Mall.
This immersive retail experience demonstrates a trend toward creating playful, highly themed environments during major holidays, blending cultural traditions with contemporary pop culture icons to drive foot traffic and customer engagement across Singapore’s dynamic retail landscape. Whether seeking the perfect photo backdrop or trying to secure a festive plushie, the Mofusand takeover offers a charming and highly shareable way to usher in the new year.