Nintendo races into Jewel Changi Airport with pop-up store and Mario Kart-themed takeover

SINGAPORE. Jewel Changi Airport has launched an experiential campaign in collaboration with Nintendo, bringing Southeast Asian travel retail’s first Mario Kart-themed installations to life in Singapore.

Running until 24 July, the campaign marks the return of the Nintendo pop-up store – the only outlet of its kind outside Japan – and introduces a series of immersive activations designed to captivate fans and boost consumer engagement.

Located on Level 4, the pop-up offers more than 500 merchandise products across Nintendo’s popular games, such as Super Mario, The Legend of Zelda, Animal Crossing, Splatoon and Pikmin. This includes over 150 exclusive new products previously not available at the inaugural pop-up held at Jewel in 2023.

A limited-edition Nintendo-themed T-shirt has been released to commemorate the reopening.

Complementing the retail experience is the Mario Kart Jewel Circuit Challenge, which has transformed Jewel’s public spaces into a thematic Rainbow Road racetrack inspired by Mario Kart 8. Visitors can explore various dynamic installations starring Mario, Luigi and the entire kart-racing crew set against the Forest Valley backdrop and the Jewel Rain Vortex.

At the entrance, the centrepiece – a 5m x 4m dynamic installation, one of the biggest to feature at Jewel – features a curved platform lit by animated LEDs and accompanied by the franchise’s signature soundtrack. Giant props such as a 1.3m-tall banana add playful elements for family-friendly interaction.

Visitors are encouraged to collect six stamps on a rally card across the airport’s five levels to earn a blind-box Mario Kart sticker pack featuring a random combination of one character and three power-up items.

Additional gamification includes sure-win Gachapon machines near the Level 1 concierge, where customers spending a minimum of S$80 in a single receipt at participating stores can redeem a play token. Mastercard transactions qualify for a bonus token, while additional plays are available via the Changi app for S$6 each. Prizes include merchant vouchers, attraction tickets, retail discounts and gift cards.

From 1 to 12 May, travellers can take up the Nintendo Photo Challenge. To win a complimentary Gachapon token, participants must follow any of the Jewel social media accounts, share photos of the Mario Kart Jewel Circuit Challenge installations and present them to Jewel staff.

Jewel Changi Airport Development Head of Leasing Faith Tan commented: “The first Nintendo pop-up at Jewel that took place in 2023 was a success, and we are thrilled to be partnering with Nintendo once again to bring this exciting experience back to our visitors.

“This time, the pop-up store will retail even more exclusive merchandise, including a limited-edition Nintendo T-shirt specially for the Jewel store’s opening.

“We are also delighted to introduce the vibrant world of Mario Kart to Jewel with many fun installations and photo spots. Adding to our existing array of attractions, shops and restaurants, we are confident that the Nintendo collaboration will draw many visitors here and transform Jewel into a premier destination for families and travellers during this period, and especially for the June school holiday period.”