Giant Mofusand cats pounce around SG in playful takeover

The festive season is arriving with a playful twist as Mofusand, the beloved Japanese cat character, makes its Southeast Asian debut with a series of mall takeovers across CapitaLand properties.

The teaser campaign began on 17 October at CQ @ Clarke Quay’s Fountain Square, where a mysterious eight-metre inflatable box left shoppers guessing, accompanied by a trail of donut sprinkles hinting at the surprise inside. Fans who correctly identified the character using the CapitaStar app were rewarded with STAR$, adding an interactive element to the launch.

On 23 October, CapitaLand unveiled Southeast Asia’s tallest Mofusand inflatable: the giant eight-metre-tall Meow Donut, joined by 25 quirky Mofusand cats for a one-day showcase at Clarke Quay. Following this debut, the cats will make a special one-day appearance at Westgate on 25 October and a third mystery location on 29 October, keeping fans on their toes.

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These teaser pop-ups lead up to the official launch of Mofusand Holidays on 5 November, which will transform 17 CapitaLand malls into immersive festive wonderlands. Highlights include 'Fruit meow', with cats frolicking among banana, strawberry, and watermelon stalls; 'Board shark', featuring cats in shark suits bouncing beach balls alongside penguins; and 'Coffee & donuts', a cozy, photo-ready setting with giant coffee cups, donut props, and glowing festive trees.

Bugis Junction will bring all three themes together in a full-fledged Mofusand experience, while the eight-metre Meow Donut inflatable will also appear at Capital Tower and Plaza Singapura, offering multiple larger-than-life photo opportunities throughout the season.

Adding to the festivities, Mofusand’s first Japanese F&B collaboration outside Japan debuts with 'Sushi Tei', offering limited-time themed dining experiences. Meanwhile, roving pop-up stores will feature exclusive merchandise ranging from plushies to lifestyle accessories, giving fans plenty of reasons to collect or gift the character-themed items.

MARKETING-INTERACTIVE has reached out for more. 

Since its creation in 2017 by Japanese illustrator Juno, Mofusand has grown into a beloved IP. The character has held cafe pop-ups across Japan and collaborated with global brands such as KFC and Starbucks. In Hong Kong last year, it partnered with 7-Eleven and Sanrio to launch a set of six plushies and mini jars.

Mofusand is also opening its first permanent store in Harajuku, Tokyo today (24 October). Designed as a brand-experience store, it will refresh themes and concepts throughout the year. For its grand opening, the first concept series is 'Coffee & donuts', featuring merchandise such as keyrings, tote bags, tumblers, patches, and t-shirts, allowing fans to engage with the character in a fully immersive environment.

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