Homegrown lifestyle brand Sinnkawa is celebrating its first anniversary with several exciting milestones, including the debut of the Sun-Tanned Merlion and the official opening of Singapore’s first permanent Merlion-themed café at its three-storey flagship store in Chinatown.
Sinnkawa Chinatown Facade
Located at 15 Trengganu Street, #01-01/02/03, the flagship store will host the anniversary celebration on 12 March 2026. The event also marks a special moment for the young brand, which has expanded rapidly within its first year and now operates four retail outlets across Chinatown Singapore and Haji Lane.
Originally launched as a character-led retail concept, Sinnkawa has steadily evolved into a lifestyle brand that combines character storytelling, immersive retail experiences and themed F&B offerings. The first anniversary celebration reflects this evolution as the brand continues to explore new ways of engaging visitors through creative retail concepts and experiential spaces.
Sinnakwa Sun-Tanned Merlion
A key highlight of the celebration is the introduction of the Sun-Tanned Merlion, a playful beach-inspired alter ego of Sinnkawa’s signature Merlion character. Inspired by Singapore’s tropical island identity, the character presents a lighthearted and contemporary interpretation of the iconic Merlion while celebrating the warmth and vibrancy of the city.
The anniversary also marks the official opening of Singapore’s first permanent Merlion-themed café within Sinnkawa’s flagship store. Designed as an immersive and photo-friendly space, the café extends the Sinnkawa universe beyond retail by offering visitors a multi-sensory environment where lifestyle, storytelling and social experiences come together.
Thai actress Ling Ling Kwong
Adding to the excitement of the celebration is a special appearance by Thai actress Ling Ling Kwong, who will attend the event on 12 March 2026. Known for her breakout role in the Thai television series The Secret of Us, Ling Ling Kwong has gained a growing international fanbase and her appearance marks her first official brand engagement in Singapore.
We spoke to Soul Chen, the entrepreneur behind Sinnkawa, whose vision has guided the brand’s rapid growth and transformation over the past year. In this interview, he shares insights into Sinnkawa’s journey from a character merchandise concept to an immersive lifestyle brand, the inspiration behind the Sun-Tanned Merlion, and the strategic thinking behind integrating retail and café experiences within the flagship store.
Interview with Soul Chen, Founder and CEO of Cartoon Soul Pte Ltd (Sinnkawa)
1) Sinnkawa began as a character-led retail concept and has now expanded into immersive retail and themed F&B within just one year. How has your vision for the brand evolved since its inception?
Soul Chen: When Sinnkawa first began, our focus was on building emotional connections through character led retail. Over the past year, my vision has evolved from creating products to building a universe. Today, we are not just selling merchandise — we are designing immersive environments where storytelling, lifestyle and community converge. The brand has grown from being product-centric to experience-centric.
2) Within one year, Sinnkawa has grown to four retail outlets across Chinatown and Haji Lane. What were the key business strategies that enabled this expansion?
Soul Chen: Our expansion was guided by three key strategies: targeted location selection, strong brand storytelling, and operational scalability. Chinatown and Haji Lane align with our target audience — both locals and tourists seeking culture-driven lifestyle brands. At the same time, we built replicable store formats and centralised supply systems to ensure growth without compromising quality.
3) Sinnkawa works with officially licensed Merlion character storytelling. From an entrepreneurial perspective, what responsibility comes with reinterpreting one of Singapore’s most recognisable national icons?
Soul Chen: Reinterpreting the Merlion carries both privilege and responsibility. As one of Singapore’s most recognisable icons, it deserves respect, authenticity, and thoughtful storytelling. Our responsibility is to preserve its cultural significance while making it relevant to younger, global audiences. We see ourselves as cultural translators.
4) The launch of Sun-Tanned Merlion introduces a beach-inspired alter ego of your signature Merlion character. What inspired this creative direction?
Soul Chen: Singapore is a tropical island city — vibrant, sunny and coastal. The Sun-Tanned Merlion reflects this relaxed, beach-inspired lifestyle. We wanted to present a playful alter ego that resonates with both locals and tourists, celebrating Singapore’s warmth — both in climate and in spirit.
5) When transforming a national symbol into a lifestyle character, what balance do you aim to strike between commercial appeal and cultural authenticity?
Soul Chen: The balance lies in intention. Commercial appeal ensures sustainability, while cultural authenticity ensures credibility. Every design decision undergoes a filter: does it honour the Merlion’s identity while adding a fresh perspective? If we respect the symbol’s roots, commercial success becomes a by-product, not the primary goal.
6) The Sun-Tanned Merlion collection spans plushies and lifestyle collectables starting from SGD19.90. How do you determine product categories and price positioning for your character launches?
Soul Chen: We structure product launches across accessible entry points and premium collectables. Starting from SGD19.90 allows young consumers and tourists to participate in the brand story, while higher-tiered items cater to collectors. Pricing reflects perceived value, production quality and positioning within Singapore’s lifestyle retail landscape.
7) This anniversary also marks the official opening of Singapore’s first permanent Merlion themed café within your flagship store. What strategic considerations led you to expand into F&B?
Soul Chen: F&B allows us to extend storytelling into multi-sensory engagement. Retail connects visually and emotionally, while café experiences engage taste, scent, and social interaction. Strategically, it increases dwell time, strengthens brand recall, and transforms our flagship into a destination rather than just a store.
8) The café is positioned as an immersive, photo-led space within the Sinnkawa universe. How does experiential design influence the way consumers engage with your brand?
Soul Chen: Experiential design shifts consumers from passive buyers to active participants. Photo-led spaces encourage user-generated content, organic sharing, and deeper emotional attachment. When customers step into the Sinnkawa universe, they are not just shopping — they are co-creating memories.
9) What operational or branding considerations were most critical when integrating retail and café concepts within the same flagship space?
Soul Chen: Operational flow and brand coherence were critical. We designed separate but complementary zones to avoid congestion while maintaining a seamless narrative journey. From scent branding to visual merchandising, everything had to feel cohesive under one unified universe.
10) You are welcoming Ling Ling Kwong for her first official brand engagement in Singapore. What made this collaboration the right fit for Sinnkawa’s first anniversary celebration?
Soul Chen: Ling Ling embodies youthful positivity and authenticity, which align naturally with Sinnkawa’s spirit. For our first anniversary — a milestone of growth and gratitude — we wanted to engage with someone who represents sincerity, warmth and regional influence. It felt like a meaningful first step in elevating the brand story beyond Singapore.
11) How do you see regional celebrity collaborations contributing to Sinnkawa’s long-term brand positioning beyond Singapore?
Soul Chen: Regional collaborations expand cultural relevance and visibility. They introduce Sinnkawa to new audiences while reinforcing our positioning as a lifestyle brand rooted in Singapore but open to Asia. Over time, these collaborations help build brand equity that transcends geographical boundaries.
12) As Sinnkawa celebrates its first anniversary and unveils this new chapter, what would you like to say to our readers who are planning to visit your flagship store and café?
Soul Chen: We warmly invite everyone to step into the Sinnkawa universe with curiosity and joy. Whether you come for the collectables, the café experience, or simply to explore, we hope you leave with a smile and a meaningful memory. This new chapter belongs to our community as much as it belongs to us.
As Sinnkawa marks its first anniversary, the brand’s journey highlights how creative storytelling and experiential retail can shape a modern lifestyle concept. From the launch of the Sun-Tanned Merlion to the opening of Singapore’s first permanent Merlion-themed café, the celebration represents an exciting new chapter for the brand.
With its growing presence across Chinatown and Haji Lane and its continued focus on immersive experiences, Sinnkawa is positioning itself as a distinctive lifestyle destination where retail, creativity and culture come together in a uniquely Singaporean way. Find out more about Sinnkawa at https://www.sinnkawa.com/
