The My Melody & Kuromi Kawaii Walk 2025 was a highlight event held on September 20, 2025, at Clarke Quay Central, successfully merging fitness with fandom culture. This unique 2.5KM interactive journey invited participants to explore the beautiful riverside while celebrating the iconic Sanrio duo, My Melody and Kuromi.
The event utilized a digital-first approach, where walkers used their smartphones to scan QR codes at 10 different checkpoints scattered along the route. Successfully navigating these stations not only offered an immersive experience but also qualified participants for an exclusive lucky draw. The atmosphere was further energized by the "Kawaii Dress Award," which encouraged fans to showcase their most creative character-themed outfits for a chance to win special prizes.
Beyond the walk, the initiative was highly celebrated for its exclusive commemorative merchandise. Participants redeemed premium packs containing oversized tees, sling bags, headbands, and a unique "Ribbon Charm Surprise Box". By combining a scenic physical activity with digital engagement and high-quality collectibles, the event fostered a strong sense of community and brand loyalty among Sanrio enthusiasts in Singapore.
