Changi Airport turns Nailoong’s digital following into a physical Golden Week experience
Changi Airport Group (CAG) is bringing one of China’s most popular original character Ips (Intellectual Property), Nailoong (奶龙), to Changi Airport this Golden Week, inviting travellers to enjoy interactive experiences, exclusive collectibles and prizes across the airport from 22 September to 31 October 2026.
Golden Week is one of the most popular travel periods for Chinese visitors, many of whom know Nailoong from their everyday social feeds. By partnering with Nailoong and creating a connected digital-and-physical journey, CAG aims to deepen engagement with families and young travellers, encourage exploration of its terminals and Jewel Changi Airport, and reinforce Changi’s position as a destination in its own right.
Known for his cheerful personality and distinctive yellow appearance, Nailoong has amassed more than 39 million fans worldwide and generated over 100 billion content views. In his first appearance at Changi Airport, Nailoong leads travellers on a playful journey through the airport’s shopping, dining and leisure experiences. By tapping into this existing fan base, the campaign brings a familiar digital character into the airport environment, providing Changi with a unique way to connect with travellers and turn transit time into shared moments.
The campaign is Changi Airport’s first collaboration with an original Chinese character IP. Created for families, young travellers and Nailoong fans, it brings together digital engagement and on-ground activities to make the airport journey more joyful and encourage visitors to discover more of Changi Airport and Jewel Changi Airport.
“At Changi, we are always looking for fresh ways to make the airport experience more engaging and memorable. said Kelvin Ng, Vice President, Changi Airport Group. With Nailoong’s playful personality brought to life through interactive experiences, photo opportunities, and exclusive collectibles, we hope travellers will enjoy discovering more of Changi Airport and Jewel; create joyful moments together along the way.”
“Changi Airport is a destination that many of our fans already recognise and love, and we are delighted to bring Nailoong to life here for Golden Week,” said Xie Ying, Co-founder & Vice President of Seventh Impression. “By working with Changi and VML to create playful touchpoints across the terminals and online, we hope to give travellers more reasons to smile, discover and share their journey with Nailoong as part of their travel memories.”
Throughout the campaign period, passengers departing from or transiting through Terminals 1 to 4 can discover Nailoong-themed pop-up booths across the transit halls. By visiting different booth locations and taking part in simple check-in activities, travellers can qualify for lucky draws and stand a chance to win exclusive prizes.
Adding to the excitement, Nailoong mascot meet-and-greet sessions will take place across the terminals, giving travellers the opportunity to take photos and interact with the character up close. Interactive kiosks at the event booths will also allow passengers to scan their boarding passes to play mini-games for a chance to win instant prizes and redeem shopping discounts.
Extending the experience beyond the physical airport, the campaign also features a digital interactive journey on a dedicated WeChat Mini Program. Travellers can join Nailoong in a custom mini-game, chasing Baobaolong (Nailoong’s playful rival) while being guided through Changi Airport’s dining, shopping and leisure offerings, blending online gameplay with Changi’s real-world “eat, shop and play” experiences.
Curated “Nailoong-style routes” on RedNote (Xiaohongshu) will also help travellers plan their time at Changi, highlighting shopping, dining, photo spots and attractions such as the Butterfly Garden and local food experiences.
Additionally, fans can collect five limited-edition Changi x Nailoong blind boxes, created exclusively for the campaign. Each design features Nailoong enjoying a different airport experience, from dining and shopping to exploring Changi.
The collectibles will be available through selected spend-and-redeem promotions and campaign activities during the activation period, while stocks last. Within the airport, customers who make a single purchase of at least S$60 can purchase a limited-edition Nailoong blind box at S$14.90.
Travellers can also enjoy attractive shopping promotions across major duty-free retailers and online, including at The Shilla Duty Free, Lotte Dury Free and iShopChangi.
Ahead of and during Golden Week, Changi Airport will engage travellers through digital content and social activations across China and Southeast Asia. RedNote travel guides and WeChat content will help Chinese travellers plan their Changi experience, while localised social content will extend the campaign’s reach in regional markets.
In Indonesia, a blind box giveaway will run on @changiairport.id from 21 to 29 September 2026.
“Travellers increasingly seek experiences they can participate in and share, not just pass through,” said Kevin Zhu, CEO, VML China. “By bringing Nailoong from social feeds into the physical airport, we’ve designed a physical to digital journey that links WeChat missions, on-ground discovery and exclusive collectibles. It turns Changi’s terminals and Jewel into a playful Golden Week playground, while helping the airport connect more deeply with young travellers and families who already know and love Nailoong online.”