If you are a Sanrio fan who enjoys collecting exclusive merchandise, there is a new Singapore-themed release that may be worth adding to your collection. From 17 September 2026 onwards, Sanrio is bringing a little local flavour to everyday travel with its new Hello Singapore EZ-Link card collection, featuring five Singapore-exclusive designs inspired by beloved characters and familiar sights around the city.
Each card is priced at just $10, making this a relatively easy collectible to pick up, whether you are buying one as a personal keepsake or hoping to complete the entire set. The collection is available exclusively at the Sanrio Chinatown Store at 25 Smith Street, so fans visiting Chinatown can make a stop at the store and see which designs are available.
What makes this collection particularly interesting is the combination of Sanrio’s instantly recognisable characters with Singapore-inspired settings. Instead of being a standard character merchandise release, these EZ-Link cards give collectors something that feels more closely connected to Singapore.
Five Designs to Look Out For
The collection features five different designs, giving Sanrio fans plenty of reasons to browse before deciding which one to take home.
The featured characters include Hello Kitty, Cinnamoroll, Kuromi and My Melody, with the designs placing the characters against familiar Singapore sights. There is also a special design showing the Sanrio characters gathered around an old-school ice cream cart, adding another distinctly local touch to the collection.
For collectors, having five different designs creates the obvious temptation to collect the whole series. At $10 per card, purchasing all five would cost $50 in total.
Of course, there is no requirement to buy the complete collection. Someone who has a favourite Sanrio character may simply choose the design that appeals to them most. Hello Kitty fans, for example, may immediately have their eye on her design, while Kuromi, My Melody and Cinnamoroll fans can look out for their respective cards.
That flexibility makes the promotion appealing to both serious collectors and casual Sanrio fans.
A Singapore Souvenir With a Sanrio Twist
One of the nicest things about this collection is that it combines two familiar ideas: Singapore souvenirs and Sanrio character collecting.
Singapore-exclusive merchandise can be especially appealing to visitors looking for something small and easy to bring home. An EZ-Link card takes up very little space compared with larger souvenirs, while the Singapore-themed Sanrio artwork gives it a more distinctive character.
For local Sanrio fans, meanwhile, the cards can serve as a fun addition to an existing collection. Rather than simply buying another generic character item, they can pick up a design created around Singapore.
The old-school ice cream cart design is particularly interesting because the traditional ice cream cart is a familiar sight associated with Singapore’s street culture. Pairing that local imagery with Sanrio characters gives the card a playful souvenir-style feel.
Remember That the Cards Do Not Come With Stored Value
There is one important detail to remember before heading to the store.
Although these are EZ-Link cards, each card comes without any top-up value. The $10 purchase price is for the card itself and does not include stored value for public transport or retail payments.
That means anyone planning to use the card after buying it will need to add funds before using it for eligible payments.
This is worth keeping in mind because the $10 price should not be treated as $10 of transport or spending value. For collectors who simply want to keep the cards as memorabilia, this may not matter at all. However, if the intention is to use the card as an everyday payment or transport card, a separate top-up will be necessary.
Why Should You Go and Enjoy This Deal?
For Sanrio fans, the biggest reason to check out this promotion is the Singapore-exclusive nature of the collection. Exclusive designs tend to have a different appeal from regular merchandise because they are tied to a particular location and release.
The five-card format also gives collectors something to work towards. Buying one card is an affordable way to start, while collecting all five creates a complete set. At $10 each, the entire collection comes to $50, which may be easier to justify for dedicated collectors than a larger, more expensive Sanrio merchandise purchase.
There is also the simple enjoyment of visiting the Sanrio Chinatown Store and seeing the designs in person. If Chinatown is already part of a shopping or sightseeing trip, adding the store to the itinerary could be an easy way to turn an ordinary outing into a Sanrio-themed shopping stop.
Another reason to consider the collection is its souvenir potential. The Singapore-themed artwork means the cards can work as a small memento of Singapore, particularly for visitors who love Sanrio. Instead of taking home another generic souvenir, collectors can choose something that combines their interest in Sanrio with local Singapore imagery.
For existing collectors, the Singapore-exclusive designs are arguably the main attraction. Collecting is often about finding pieces that are different from what is commonly available, and a set specifically created around Singapore offers that distinction.
Where Can You Get the Sanrio EZ-Link Cards?
The five designs are available exclusively at the Sanrio Chinatown Store, located at:
25 Smith Street
Singapore 058939
Since the collection starts from 17 September 2026 onwards, fans can visit the store from that date to look for their preferred designs.
There is no specific end date stated for the promotion, so anyone interested in completing the set should avoid assuming that the cards will remain available indefinitely. As with many collectible releases, availability can change depending on demand and remaining stock.
It is also worth checking the store before making a special trip if you are specifically looking for all five designs, as having five different cards means particular designs may not always be available at the same time.
A Small Purchase That Can Become a Fun Collection
Not every good deal needs to involve a huge discount. Sometimes the appeal is finding something exclusive, reasonably priced and genuinely enjoyable to collect.
The new Sanrio Hello Singapore EZ-Link cards fit neatly into that category. At $10 each, fans can choose a single favourite or gradually build towards the complete five-card collection. The Singapore-inspired artwork gives the cards a local connection, while the familiar Sanrio characters make them instantly recognisable.
For $50, collecting all five designs also gives dedicated fans a complete Singapore-exclusive set rather than just a single souvenir.
So, if a Chinatown visit is already on the calendar, consider making time for the Sanrio Chinatown Store. Whether the goal is to find a favourite character, pick up a Singapore souvenir or complete all five designs, this is a small Sanrio release that offers collectors something a little different.
Just remember that the cards come with no top-up value, so additional funds will be required if the EZ-Link cards are intended for transport or retail payments.
With the collection available from 17 September 2026 onwards, Sanrio fans have a chance to check out these Singapore-exclusive designs and decide whether one card or the full five-card set deserves a place in their collection.
Promotional/Event Details:
Date: 17 September 2026 onwards
Time: Store operating hours
Venue: Sanrio Chinatown Store, 25 Smith Street, Singapore 058939
Promotion: Sanrio Hello Singapore EZ-Link Cards
Price: $10 per card
Collection: 5 Singapore-exclusive designs
Complete Set: $50 for all 5 cards
Top-Up Value: None; additional funds are required for use
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