Lunar New Year decor in Singapore tends to follow a familiar rhythm. Red lanterns, gold accents, floral motifs and the occasional larger-than-life zodiac installation. So when we stepped into the JOGUMAN media preview at 313@somerset, we were not quite prepared for how playful and genuinely joyful it felt.
This year’s Lunar New Year celebrations across Lendlease malls take a lighter, more whimsical turn with JOGUMAN, the cult-favourite character brand created by Joguman Studio. Running from late January through early March, the collaboration spans four malls: 313@somerset, Jem, Parkway Parade and Paya Lebar Quarter and blends festive symbolism with colour, humour and interactive experiences.
A pop-up that feels like stepping into a character’s world
The festivities kick off at 313@somerset with a JOGUMAN pop-up at the Level 1 Atrium, and this is where we spent most of our preview afternoon. The space feels less like a retail activation and more like a cheerful character playground. Bright colours, friendly shapes and familiar JOGUMAN characters immediately draw you in, whether you are there intentionally or simply passing through Orchard Road.
What stood out was how approachable everything felt. Kids were naturally gravitating towards the displays, but adults were just as engaged, pointing out favourite characters and snapping photos. The merchandise range includes plushie keyrings, light-up figurines and hero-themed collectibles that feel fun without being overly novelty-driven. It is easy to imagine these ending up on work bags, car keys or desks long after the festive season is over.
There is something refreshing about Lunar New Year decor that does not take itself too seriously. JOGUMAN manages to keep the festive spirit intact while injecting a sense of humour that feels very now.
Turning festive shopping into a game
Beyond the visuals, Lendlease has leaned heavily into interactive rewards this season. Shoppers across all four malls can unlock chances to play the Lendlease Plus in-app mobile game, Prosperity Bonsai Shake, by spending a minimum amount in a single receipt. The idea is simple and surprisingly addictive. Tap, shake and try your luck, with prizes going up to a collective 160 million Plus$ in rewards, equivalent to S$80,000 worth of e-vouchers.
It adds a layer of fun to what would otherwise be routine festive shopping. Instead of just redeeming a gift at a counter, you are actively participating in something that feels playful rather than transactional. For families shopping together or friends making a day of it, it creates a shared moment instead of a quick stop-and-go experience.
Festive red packets, but make them cute
One of our favourite takeaways from the preview was the JOGUMAN red packets. Red packets are one of those Lunar New Year essentials that often end up forgotten in drawers by March. These, however, are charming enough to want to keep.
Featuring JOGUMAN characters and soft, cheerful illustrations, the red packets strike a balance between festive tradition and modern design. They are available through spend-and-redeem mechanics across all participating malls, making them easy to pick up while doing your regular Lunar New Year errands.
Lion dances and mall-specific perks across the island
The celebrations extend well beyond 313@somerset. From late February through early March, shoppers can also catch lively lion dance performances across all four malls, bringing back the unmistakable sounds and energy that signal the heart of Lunar New Year in Singapore.
Each mall also offers its own set of exclusive rewards, from shopping vouchers to parking perks, encouraging visitors to explore beyond their usual neighbourhood mall. It is a thoughtful way of making the celebration feel island-wide rather than confined to a single destination.
A Lunar New Year celebration that feels lighter and more inclusive
What stayed with us after the preview was how accessible the entire experience felt. You do not need to plan a full day around it or spend excessively to enjoy the decorations, pop-ups or atmosphere. Whether you are popping in after work, bringing kids out during the school holidays or simply wandering through the mall, the JOGUMAN installations add an element of surprise and warmth.
In a season that can sometimes feel overwhelming with spending, obligations and packed calendars, this collaboration feels intentionally light-hearted. It invites people to slow down, smile and enjoy the moment, which is arguably what the Lunar New Year spirit is meant to be about.
The JOGUMAN Lunar New Year celebrations run from late January to early March across selected Lendlease malls in Singapore. If you find yourself nearby, it is worth dropping in even if just to soak in the colour, charm and unexpected joy.
Also read: At TANYU 313@Somerset, Chinese dining becomes an experience, not just a meal
