The LINE FRIENDS City Light Walk 2024 made a spectacular debut as Singapore’s first-ever night walk and run featuring the globally beloved character brand. Held at Clarke Quay Central in partnership with the Singapore River Festival, the event successfully merged physical fitness with digital storytelling to create an unforgettable evening of "city light" magic.
The activation offered two distinct categories to cater to diverse audiences: a 7KM non-competitive run along the scenic Singapore River for fitness enthusiasts, and a 3KM interactive walk designed for families and casual fans. Using a dedicated digital app, walkers embarked on a unique journey to explore "six cities" with LINE FRIENDS, completing location-based tasks and quizzes to progress through the story.
The event’s success was further driven by its highly anticipated character merchandise. Beyond the standard race packs, participants were incentivized to explore the retail heart of Clarke Quay Central to redeem exclusive items like the LINE FRIENDS Merlion Plushie and special edition pop-pins.
With vibrant light stick accessories, rhythmic music, and bridge light shows, the initiative transformed the riverfront into a bustling community hub, fostering deep brand engagement and memorable bonding experiences.
