After the art toy market reached its peak, Pop Mart, a renowned character-based entertainment company, has partnered with Resorts World Sentosa (RWS) and the Singapore Tourism Board (STB) to turn its well-known characters from collectables into immersive experiences.
With a shared vision to expand the art toy and tourism markets, they have brought the beloved Crybaby character to the Singapore Oceanarium for "Crybaby Cry Me an Ocean", running until Aug 30.
Created by Thai artist Nisa "Molly" Srikumdee in 2017, Crybaby is an adorable character that is marketed successfully in many countries, including China, Hong Kong, Taiwan and Singapore. According to Pop Mart, Crybaby was chosen as the main character for "Crybaby Cry Me An Ocean" because it represents every shade of emotion.
Crybaby is not just a boy, a girl, or even simply human -- it embodies the deep, inner feelings we all experience.
For example, laughter is not the only path to feeling better as tears have a healing power of their own, especially when laughter is not enough to pull us through.
The tagline "everybody cries sometimes and not always from sadness" resonates with many Pop Mart fans, making Crybaby one of the most beloved items in Singapore.
"Crybaby Cry Me An Ocean" features 11 photo spots across Singapore Oceanarium and the WEAVE at Resorts World Sentosa -- nine installations within the Oceanarium and two outdoor public displays at the WEAVE.
The series reimagines Crybaby's signature crying emotions through ocean-inspired designs, turning different feelings into sea creatures. It keeps Crybaby's emotional storytelling while also adding fantasy and collectability.
Visitors can experience Crybaby as sea creatures like the anglerfish, pufferfish, manta ray, jellyfish and shark across various formats, ranging from 1.6m to 2m sculptures, a 2D graphic panel, a 2D lightbox wall wrap, a 2D character display and 5m inflatables.
Prior to "Crybaby Cry Me An Ocean", Pop Mart, STB and the National Museum of Singapore joined forces in 2025 to organise the international debut of "Skullpanda Cage-Uncage Showcase" at the museum.
This multi-sensory and immersive showcase deepened the artistic vision behind one of Pop Mart's iconic characters, Skullpanda. Due to its huge success, Michael Song, country head of Pop Mart Singapore, believed that it was the right time to bring other characters, including Crybaby, closer to fans through interactive activations.
"Crybaby Cry Me An Ocean" came after another successful collaborative activation between Pop Mart and RWS during Chinese New Year this year, "The Golden Gallop Series", which displayed 12 installations of Pop Mart's most beloved characters including Labubu, Baby Molly, Skullpanda, Dimoo, Hirono and Twinkle Twinkle.
Lena Lee, executive vice-president of Attractions & Destination Experience at RWS, said they noticed a better quality of engagement from guests at "The Golden Gallop Series".
"Guests spent time exploring different parts of the destination, engaging with the storytelling elements, taking photos and sharing their experiences throughout their visit. We observed strong dwell time and sustained engagement across the guest's journey, demonstrating how these activations encourage visitors to do more than simply stop for a photo," said Lee.
"What we took away from that experience was the value of using a well-loved intellectual property not just as a standalone attraction, but as a catalyst for broader exploration across the destination.
"The IP installations were thoughtfully integrated across the resort to create a discovery-led experience. This encouraged guests to move beyond a single touchpoint and discover attractions, dining, retail and entertainment offerings they may not otherwise have experienced."
"Crybaby Cry Me An Ocean" built on the approach of "The Golden Gallop Series" by offering guests a fresh way to experience Singapore Oceanarium while encouraging deeper exploration across the destination.
Unlike "The Golden Gallop Series", statues of Crybaby are placed both outside and inside Singapore Oceanarium, right alongside the marine life.
The concept was rooted in finding a meaningful connection between the character and the environment, in alignment with Singapore Oceanarium's mission to inspire greater appreciation for the ocean.
"Rather than creating a standalone exhibition, we wanted the experience to be integrated into the Singapore Oceanarium journey itself. By positioning the sculptures alongside marine habitats, visitors encounter Crybaby within the context of the ocean environment, creating a dialogue between storytelling and marine discovery," said Lee.
Song added: "'Crybaby Cry Me An Ocean' tells a very compelling story where Crybaby is both a sea creature and a reflection of ourselves.
"One of the largest aquariums in SEA, Singapore Oceanarium houses many of the sea creatures that have been transformed into various emotions through the eyes of Crybaby and is the best partner to launch a larger-than-life activation to fans around the world."
An exhibition featuring Pop Mart IP characters naturally attracts both art toy enthusiasts and collectors while the Singapore Oceanarium draws those interested in marine life and the underwater world.
The inclusion of Pop Mart iconic characters in Singapore Oceanarium can attract a much broader audience. Most impressively, the design and the Crybaby installations seamlessly blend in with the nearby marine creatures exhibits such as sharks, jellyfish, seahorses and manta rays.
Even though pairing an oceanarium with an art toy activation is quite unconventional, it was created through STB's innovative marketing partnership strategy.
John Conceicao, executive director of Marketing Partnerships, Planning & Capability Development at the Singapore Tourism Board, revealed that in 2025, STB expanded their vibrant tourism landscape with a successful new format -- tripartite marketing partnerships that bring together global brands, local attractions and STB.
"This tripartite approach allows us to reimagine our local attractions with fresh creative content, opening them up to wider audiences whilst keeping experiences dynamic and engaging," Conceicao said.
"Through these partnerships, we co-curate marketing campaigns and activations to elevate our respective brands and strive for outcomes that benefit all parties. International fans of these global brands can visit Singapore for exclusive experiences and purchasing exclusive products, whilst visitors to Singapore's attractions are also introduced to these creative IPs."
One key factor contributing to the success of tripartite marketing partnerships is the power of fandom. STB recognised that effective campaigns could engage passionate fanbases and turn Singapore into an exclusive destination.
"Fandom creates a form of travel motivation that is organic and powerful. When a beloved IP debuts an exclusive experience in a particular city, fans don't simply consider visiting -- they feel compelled to. The destination becomes the stage for something they already care about, which is a very different dynamic from conventional tourism marketing," said Conceicao.
"STB is constantly exploring meaningful collaborations and beyond that, we also have an exciting lineup of leisure events. These efforts ensure that Singapore is always a vibrant destination with something new for visitors to explore, creating compelling reasons to visit and to return to."
"Crybaby Cry Me An Ocean" runs at Singapore Oceanarium, Resorts World Sentosa, until Aug 30. Tickets for adults cost SG$55 (1,440 baht); children under 12, SG$43; and over 60s, SG$43. Tickets can be purchased at singaporeoceanarium.com.
