From 24th June to 30th August 2026, POP MART, Resorts World Sentosa (RWS) and the Singapore Tourism Board (STB) will present CRYBABY: Cry Me an Ocean at the Singapore Oceanarium, the first activation featuring the collectible character inside a working oceanarium.
The limited-time activation features 11 photo zones integrated throughout one of the world's largest oceanariums, including two five-metre outdoor inflatables, life-sized sculptures and immersive installations positioned alongside living marine habitats.
CRYBABY has been reimagined as a series of marine creatures, allowing visitors to engage with the character while learning about ocean life in an authentic setting.
For the tourism industry, the partnership reflects a growing strategy of using globally recognised lifestyle brands to attract multigenerational travellers.
Rather than simply offering another themed attraction, the collaboration demonstrates how destinations can combine entertainment, education and social engagement to encourage families to spend more time together while exploring a destination.
Interestingly interactive
The journey begins outside the Oceanarium, where giant inflatables of The Anglerfish and The Pufferfish welcome guests before they enter.
Inside, a two-metre Whaleshark sculpture marks the start of a trail that continues through galleries including Ocean Wonders, Shark Seas and the Open Ocean viewing panel.
Each installation is paired with character stories that introduce visitors to the marine-inspired CRYBABY personalities while drawing connections to the real species on display.
The storytelling supports the Singapore Oceanarium's mission to inspire greater understanding, appreciation and stewardship of the oceans through accessible experiences that appeal to both children and adults.
The experience extends beyond the Oceanarium with a dedicated CRYBABY pop-up store at WEAVE, Resorts World Sentosa.
Visitors who present a same-day Singapore Oceanarium ticket and spend at least S$128 will receive an exclusive CRYBABY-themed eyemask while stocks last, creating additional opportunities to increase visitor spending across the integrated resort.
The value of experiential partnerships
For tourism stakeholders, the collaboration illustrates the growing value of experiential partnerships that appeal across generations.
Family travel remains one of Asia-Pacific's strongest leisure segments, with travellers increasingly seeking attractions that combine entertainment with opportunities for learning and meaningful interaction.
Activations built around popular IP also generate significant social media engagement, helping destinations extend their reach organically.
Nok Siriporn, Head of Southeast Asia at POP MART, said Singapore remains a key market for the company, adding that the collaboration allows fans to experience CRYBABY in a completely new environment while reinforcing POP MART's commitment to creating memorable experiences across the region.
Lena Lee, Executive Vice President, Attractions & Destination Experience at Resorts World Sentosa, said the activation reflects RWS' commitment to blending entertainment, culture and discovery.
She added that partnering with POP MART and the Singapore Tourism Board enables the Singapore Oceanarium to engage new audiences while bringing marine conservation messages to visitors in an accessible and memorable way.
John Conceicao, Executive Director, Marketing Partnerships, Planning & Capability Development at the Singapore Tourism Board, said collaborations such as CRYBABY: Cry Me an Ocean demonstrate how Singapore's attractions can bring global IP to life in ways that are unique to the destination, providing travellers with fresh reasons to visit while reinforcing Singapore's reputation as a dynamic leisure destination.
