Singapore Changi Airport is hosting a Bellygom-themed event during the March school holiday period, featuring themed installations, carnival games and pop-up retail experiences across several terminals.
The event, which runs from March 13 to May 3, marks the first large-scale showcase in Singapore for Bellygom, a character created in South Korea that is known for surprise appearances and public events.
The main installation is located in Terminal 3’s departure hall, where a 7m-tall inflatable Bellygom has been installed among Peranakan-style shophouse displays. Additional photo spots feature oversized versions of local Singaporean items such as ice gem biscuits, kopi cups and traditional tingkat tiffin carriers.
Pop-up retail stores selling Bellygom merchandise, including apparel, plush toys and accessories, are also operating at several locations across the airport, including Terminal 3 Basement 2 and Terminal 4 Level 2.
As part of the activation, a ‘Bellygom Hawker Carnival’ has been set up in Terminal 3 opposite check-in row 11. The area includes five hawker-themed game stalls inspired by local food culture. Activities include a Hokkien mee-themed game where participants catch inflatable ingredients inside a large wok, and a dessert stall game involving ball toss challenges.
Participants can win Bellygom merchandise such as plush toys and keychains, as well as vouchers for food outlets at the airport including Swensen’s.
Visitors can access carnival games by redeeming credits through the Changi App after making purchases at participating outlets across Terminals 1 to 4. Credits can also be purchased directly through the app.
Additional themed photo areas and retail locations have been installed in Terminal 3 Basement 2, including backdrops designed to resemble Singapore neighborhood scenes such as provision shops and kopitiams.
The campaign also includes promotional merchandise such as Bellygom tote bags, pouches and luggage tags, which are available through minimum spending thresholds at airport retailers.
Members of the Changi Rewards program will have access to additional activities, including meet-and-greet photo sessions with the character and a yoga-themed wellness event scheduled for April 4 at the ST3PS space in Terminal 3.
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