Shell gives POP MART collectors a reason to refuel

Shell is turning its service stations into destinations for pop culture fans through a new partnership with POP MART, marking the collectibles giant's first-ever collaboration with an energy brand.

The collaboration introduces an exclusive HACIPUPU collection and a series of immersive retail experiences across selected Shell stations in Asia, as the energy company looks to strengthen customer engagement beyond fuel and convenience retail. The initiative will debut in China before rolling out to Singapore, Thailand and the Philippines.

Designed exclusively for Shell customers, the collection is themed "HACIPUPU: The little racer" and was co-created by Shell, POP MART and HACIPUPU creators Agee and Yep. Inspired by the excitement of the open road, the character is reimagined as a racing driver whose adventures celebrate speed, discovery and the joy of every journey.

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Customers can redeem the limited-edition merchandise through qualifying purchases of Shell V-Power fuels and selected retail products. Participating stations will also feature HACIPUPU-themed activations, including forecourt takeovers, interactive displays and in-store experiences designed to bring the collaboration to life.

According to Shell, the campaign reflects changing consumer expectations, with customers increasingly seeking memorable brand experiences rather than purely transactional interactions. Citing Collinson International's "2025 Asia Pacific consumer happiness report", the company noted that 81% of consumers in the region look to brands for unique and exclusive experiences, with younger consumers placing even greater value on experiential rewards and activities.

"As mobility and consumer lifestyles continue to evolve across Asia, customers are looking for more rewarding experiences wherever they stop," said Shane Wan, chief marketing officer, Shell Mobility Asia.

"At Shell, we want to make every visit more enjoyable, whether customers are fuelling up, shopping for convenience, or discovering something new. Our collaboration with POP MART brings a fresh and playful experience to selected Shell stations, giving customers another reason to look forward to their journey," he added.

Meanwhile, Tracy Zhang, head of brand partnerships and IP licensing at POP MART, said the partnership introduces HACIPUPU into an entirely new environment while creating new ways for fans and collectors to engage with the character through everyday journeys.

Each participating market will also receive locally inspired designs featuring recognisable cultural landmarks and icons. Singapore's edition, for example, incorporates the Merlion and Marina Bay skyline, while other markets feature motifs such as China's Great Wall and pandas, Thailand's elephants, and the Philippines' iconic jeepneys.

The collaboration builds on Shell's broader retail strategy to expand the role of its service stations beyond fuelling. Across Asia, the company has been strengthening its retail offering by combining quality fuels, convenience retail, loyalty programmes and strategic brand partnerships to create differentiated customer experiences and deepen engagement.

The latest collaboration builds on Shell Singapore's recent efforts to strengthen customer engagement through pop culture partnerships and experiential retail. Earlier this month, the energy company launched a National Day campaign featuring an exclusive Singapore-inspired Monchhichi collection, combining limited-edition merchandise with in-store activations, experiential rewards and Formula 1-themed experiences.

Designed to mark Shell's 135th anniversary in Singapore, the campaign transformed everyday refuelling stops into branded experiences through collectible merchandise, mascot appearances, complimentary ice cream activations and exclusive opportunities to meet Scuderia Ferrari HP drivers Lewis Hamilton and Charles Leclerc.

The initiative underscored Shell's strategy of blending convenience retail with lifestyle experiences, using nostalgic collaborations and exclusive rewards to encourage repeat visits while building deeper emotional connections with customers beyond the fuel pump.

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