The tokidoki x AIA Better Lives Charity Run was a landmark initiative launched in 2021 to support the newly established AIA Better Lives Fund. Partnering with the global pop-culture brand tokidoki, the event successfully blended fitness with fan-driven storytelling during the height of the COVID-19 pandemic.
The challenge allowed participants to embark on an immersive journey through five "Fantastical Islands"—Donutella, Moofia, Cactus Friend, Tiger Nation, and Unicorno—by completing distances ranging from 3km to 50km. A unique hybrid element was introduced through physical checkpoints at Sentosa and across Singapore, where participants used QR codes to unlock digital missions and character badges.
Beyond the digital experience, the event was highly celebrated for its premium limited-edition merchandise, featuring exclusive tokidoki race packs worth over $100. All proceeds went directly toward helping disadvantaged children, youths, and their families, reinforcing AIA’s commitment to enabling healthier, longer, and better lives across the community.
