Singapore goes after hearts of families and children with baby Merlion

Merli designed to appeal to the little ones in families

Singapore’s iconic Merlion has spawned a cute cartoon-style baby, which the Singapore Tourism Board (STB) hopes will appeal to a key target segment – families with young children.

“We came up with this endearing character, based on our beloved Merlion, to build a stronger emotional connection with families and to entrench Singapore’s brand awareness among them,” said Lim Shoo Ling, director, brand, STB.

Merli will promote Singapore’s attractions and foods

Merli, created based on a mythical Lion City icon, is painted as “energetic and outgoing”, with an “enthusiasm for discovering more about Singapore”, and showcasing the best and most interesting parts of the city to visiting friends.

The child-friendly character will be featured in appropriate global marketing efforts, for instance, appearing on social media platforms in the form of GIF comments and GIF stickers. Further details of these will be shared on the VisitSingapore social media pages at a later stage.

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