Sunway Pyramid throws Pompompurin a 30th birthday bash

Sunway Pyramid is throwing a birthday bash for Sanrio's golden retriever, Pompompurin, who turns 30 this year. The mall will host a Sanrio-themed celebration at the its Blue Concourse from 15 October to 1 November.

The activation is built around a giant birthday cake installation and a larger-than-life Pompompurin inflatable to attract mallgoers. Interactive activities, photo spots, character appearances, merchandise and rewards will be held there across the three-week celebration. 

To promote the event, Sunway Pyramid had launched a teaser video on social media, garnering over 1,600 likes.  

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When A+M reached out, Sunway Malls Selangor CEO Jason Chin said the collaboration reflects Sunway Pyramid’s focus on using recognised character IP to create experiences for its community.

"Pompompurin’s 30th anniversary is a significant milestone, and we are proud to celebrate it at Sunway Pyramid with fans who love the character," he said.

"We look forward to building on this momentum through more distinctive collaborations and experiences that continue to strengthen Sunway Pyramid as a lifestyle destination," added Chin. 

While it’s Pompompurin birthday party, other Sanrio characters are also in attendance at the activation. 

There is the "Hello Kitty – baskey of joy", where visitors can use giant chopsticks or a giant spoon-and-fork set to pick up apples or strawberries and place five fruits on top of a pie. Completing the challenge earns a reward from the redemption counter. At "Doodle with Cinnamoroll", visitors can colour in a design template of their choice.

To encourage purchases, shoppers who buy merchandise at the event's dedicated area can have their receipts verified at the “Doodle with Cinnamoroll” station to receive an entry ticket to "Pompompurin's big and sweet cake house", which comes with a ball pit slide. 

Photo ops extend beyond the concourse, with Hello Kitty and Kuromi stationed at the mall’s orange entrance and Cinnamoroll at the blue entrance. Character meet and greets with the Sanrio IPs will run on select dates from until 1 November. 

Bringing the campaign beyond the installation, Sunway Pyramid shoppers who spend a minimum of RM800 in a maximum of four same-day receipts across the mall can redeem an exclusive Sanrio characters foldable umbrella blind box.  

Furthermore, those who spend RM50 at any Sunway Pyramid store and wear a yellow outfit will enjoy RM10 off the imported Japan Sanrio collection at the event's retail area, upon presenting a valid receipt at the campaign cashier counter. Purchases made at the retail area also unlock in-store offers at participating stores in the mall.

The celebration is the latest sign of Sanrio's pull in Malaysia. Earlier this year, MINISO brought its Sanrio characters Sun-kissed summer collection to Pavilion Kuala Lumpur and IOI City Mall Putrajaya as part of a Southeast Asia pop-up tour. 

The umbrella blind box giveaway also plays into one of the more reliable formats seen in marketing pushes this year. OCBC Malaysia paired limited-edition Mickey Mouse debit cards with a five-piece plushie blind box collection inspired by Malaysian dishes, while Starbucks Malaysia rolled out plush pouch blind boxes as part of its Mr. Men Little Miss collaboration in August.

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