Shell Singapore and POP MART are bringing HACIPUPU to Shell service stations across Singapore with a new limited-edition collaboration inspired by the excitement of the Singapore Grand Prix season.
Called “HACIPUPU Little Racer’s Great Adventure”, the initiative turns selected Shell service station visits into a themed journey featuring exclusive collectibles, interactive experiences and photo opportunities.
The collaboration marks Shell and POP MART’s first partnership across Asia and is POP MART’s first collaboration with an energy brand. At the centre of the campaign is “HACIPUPU: The Little Racer”, an exclusive concept developed by Shell, POP MART and HACIPUPU artists Agee and Yep. The collection depicts HACIPUPU as an energetic racing driver embarking on a new adventure inspired by the open road and Singapore’s race season.
The Shell x HACIPUPU collection includes four lucky charm designs, namely Red Dot Racer, Zippy Ellie, Zoom Zoom Panda and Coco on Wheels. Other merchandise includes a Neck Rest and Blanket Set and an Umbrella Set.
The designs have been created for Shell customers across China, Singapore, Thailand and the Philippines, with local landmarks and cultural references incorporated into the collectibles.
For Singapore, HACIPUPU becomes the “Red Dot Racer”, featuring the Merlion and Marina Bay skyline. The design draws on the cityscape associated with Singapore’s night race and gives local fans a collectible with a distinctly Singaporean identity.
Customers can purchase the limited-edition collectibles with qualifying purchases of Shell fuels, Shell Select convenience store purchases or Shell Recharge electric vehicle charging.
The “HACIPUPU: The Little Racer” Plush Charm is priced at S$24.90 with a minimum S$80 gross spend on Shell fuels, or S$15 nett spend at Shell Select or Shell Recharge. The Neck Pillow and Blanket Set is priced at S$29.90 under the same qualifying spend, while the Umbrella is priced at S$27.90.
Customers who spend at least S$100 gross on Shell V Power in a single transaction will receive a “HACIPUPU: The Little Racer” Car Scent for free. A “HACIPUPU: The Little Racer” Magnet is also given free with any collectible purchased in a single receipt.
The campaign extends beyond the merchandise with four specially themed Shell stations across Singapore. Through the Shell GO+ app, customers can redeem a Shell x HACIPUPU postcard and embark on a journey featuring four different HACIPUPU characters.
The four pitstops are Shell Sengkang, themed “The Navigator”; Shell Tampines Ave 2, “The Wanderer”; Shell Choa Chu Kang, “The Adventurer”; and Shell Boon Lay, “The Dreamer”.
Each station features a Shell x HACIPUPU themed takeover, interactive touchpoints, a stamp and a dedicated photo opportunity. Customers can collect stamps as they travel between the four locations. Completing all four stamps reveals a hidden image within the postcard.
Customers who complete the journey will also receive a “HACIPUPU Little Racer” car scent, a “HACIPUPU Little Racer” magnetic car sticker and one Grand Draw chance through Shell GO+. The Grand Draw offers the opportunity to win a limited-edition Shell x HACIPUPU game set containing the full range of merchandise collectibles.
Fans can earn additional Grand Draw chances by taking a photo at the HACIPUPU photo spot at any of the four themed Shell stations and sharing it on Facebook or Instagram. Participants need to tag @shell_singapore and include the hashtag #ShellxHACIPUPU.
The campaign reflects Shell Singapore’s efforts to turn its service stations into more than just places for refuelling and convenience purchases, with pop culture collaborations and interactive experiences designed to give customers more reasons to visit.
It follows Shell Singapore’s recent collaborations with Sekiguchi Corporation and SimplyToys on limited edition National Day themed Monchhichi collectibles, as well as its partnership with Scuderia Ferrari HP to offer experiences for Formula 1 fans during the Singapore Grand Prix season.
