What Singapore’s tourism sells is creativity. Wearing stories for cartoon characters makes foreign tourists nostalgic. Singapore’s tourism industry is booming, and there are a wide variety of tourist souvenirs.

A special survey by the Singapore Tourism Board showed that last year, Singapore’s tourism revenue was S$10.8 billion (approximately US$6.88 billion), and sales of tourist souvenirs accounted for more than 50% of tourism revenue.

Products focus on creativity, which is a distinctive feature of Singapore's tourism product marketing.

Since the end of last year, a stuffed toy called "Luving Lionel" has been appearing in shops at various tourist attractions in Singapore. Its upper body is a lion's head and its lower body is a fish tail. It looks polite.

, smiling appearance, favored by the local public and overseas tourists.

What kind of marketing concept is contained in this?

The reporter visited the "birthplace" of "Robinline" - Singapore RDP Product Research and Development Co., Ltd.

Wearing stories for cartoon characters. Pei Xiulian, the company's R&D manager, told reporters that the reason for developing "Robin Lane" was that Japan has Kitty Cat and the United States has Mickey Mouse. So is there any representative cartoon character in Singapore?

Since the "Merlion" is one of the symbolic symbols of Singapore, the company thought that it should draw inspiration from the traditional "Merlion" shape and design a cartoon character that best represents Singapore. This is "Robin Lane"

born.

"Because the standard 'Merlion' shape is more solemn and majestic, and does not feel close or cute, designers have anthropomorphized it and launched a series of characters and stories that can show daily life in Singapore. People are listening to the stories

At the same time, I couldn't help but take the characters in the story home." In the story, there is a "Merlion" couple - "Robin Lane" and "Pretty Sonia".

Ryan is a white-collar worker in Singapore's financial district. His name (Lionel) is taken from the homophony of the English word "Lion". His full English name is "Luving Lionel", and "Luv" is a variation of "Love".

"Lebin", as the name suggests, means "making guests happy"; Sonia is Ryan's girlfriend, works in the fashion industry, and loves all kinds of fashion culture.

"Macho Amin" and "Food Review Crab" are good friends of Ryan and Sonia. One of them is an ape and the other is a crab.

The design of these two characters is inspired by the Singapore Zoo and Singapore’s food culture: There is a well-known ape in the Singapore Zoo named "Amin", who is the animal ambassador of the zoo; a famous local delicacy is "chili crab"

.

After the characters are complete, the wonderful story is staged.

Promoting culture with the help of cartoons The reporter noticed that the exquisite clothes of "Robin Lane" often change. Sometimes they are wedding clothes, sometimes they are casual clothes; sometimes they are wearing traditional Chinese clothes, and sometimes they are Malay style.

In response to Singapore's multi-racial characteristics, the company also launched a special limited edition "Robin Lane" in Malaysian, Indian and Western dress styles.

At a designated tourist store in Sentosa, the reporter saw a girl from New Zealand, about 20 years old.

In her arms, she held Robin Lane, Sonia and two "best friends" - Amin and Crab, who were wearing beachwear, but she was reluctant to part with Lane, who was wearing a wedding suit and a diving suit.

Finally, she picked up her camera and took pictures of the other Lanes, ready to go home and show them to her friends.

In addition to plush toys, "Robin Lane" products launched at the same time also include handbags, mobile phone chains, key rings, porcelain, etc. T-shirts with "Robin Lane" images printed on them will also be available soon. It can be seen that "Robin Lane"

"Binglian" is an all-round development image product.

Pui Xiulian said that her ideal is to turn "Robin Lane" into a representative of Singapore, but this shape is not just a toy, but also an ambassador to promote Singapore's identity and culture.

In order for "Robin Lane" to promote Singapore's traditional culture, the company cooperated with a local time-honored cake shop to redesign its packaging and print the image of "Robin Lane" on the cake box, which not only allows local young people to understand traditional culture, but also

It allows foreign tourists to experience Singapore’s traditional pastries and delicacies.