Rewards Updates: Hello Kitty campaign kicks off to get people to walk, run or ride to earn merchandise

Source:

https://www.straitstimes.com/singapore/hello-kitty-campaign-kicks-off-to-get-people-to-walk-run-or-ride-to-earn-merchandise

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The Land Transport Authority (LTA) has launched Hello Kitty’s Move Lite Adventure to encourage Singaporeans to adopt more sustainable ways of getting around, such as walking, running and using public transport. Running from Nov 1 to 21, 2025, the campaign has already attracted about 22,000 participants, surpassing LTA’s initial target of 10,000. Registration, which opened on Sept 4, remains available at the campaign website.

Participants earn digital coins through various activities, including a daily online quiz that increases in reward value over time, and a 50km virtual walk/run completed at their own pace. Completing the first 3km milestone unlocks a Hello Kitty e-certificate. Coins can be used to redeem exclusive Hello Kitty merchandise such as enamel pins, bag charms, phone chains and fridge magnets.

From Nov 7 to 21, participants can also collect coins and digital Hello Kitty stamps by checking in at 15 MRT stations—including Orchard, Maxwell, Botanic Gardens, Woodlands and Tampines—via QR scans. Hello Kitty-themed trains are running on the North East, Downtown and Thomson-East Coast lines until Nov 23.

A social media contest running from Oct 28 to Nov 9 encourages passengers to post selfies with Hello Kitty trains or station décor for a chance to win limited-edition Move Lite Adventure medals.

The campaign will conclude with a finale event at One Holland Village from Nov 21 to 23, where participants can redeem merchandise, take photos at a themed booth and collect a special stamp postcard. Redeemed items can also be mailed for a S$6 fee.

LTA says Hello Kitty adds fun and familiarity to daily commuting and hopes her broad appeal will motivate more people across all ages to choose greener travel habits.