KitKat x POP MART collab brings mindful breaks into blind boxes
As blind box culture heats up, KitKat uses DIMOO from POP MART to turn fast-paced breaks into something more intentional
Singapore’s breakneck pace might have met its match, at least for a moment, with KitKat’s latest marketing experiment.
In a new campaign aimed at reframing rushed breaks as moments of intentional rest, KitKat has teamed up with collectible giant POP MART and its introspective mascot, DIMOO.
This article explores how the KitKat x DIMOO blind box campaign is tapping into blind box fandom and lifestyle branding to give Singaporeans, and by extension, marketers, a fresh reason to slow down.
Short on time?
Here’s a table of contents for quick access:
- What’s the new campaign about?
- What’s inside the KitKat x DIMOO blind boxes?
- Why this matters for marketers
Patrecia Meliana
What's the new campaign about?
Launched in Singapore, the limited-edition KitKat x DIMOO collaboration brings together the cult-followed POP MART collectible brand and KitKat’s long-standing “Have a break” message. At the center of the campaign is DIMOO, a character known for its quiet, reflective personality. DIMOO acts as a visual cue to pause amid the daily hustle.
Jocelyn Ho, Business Manager for Food and Confectionery at Nestlé Singapore, positioned the campaign as more than a seasonal tie-in. “Let’s remember to be kind to ourselves even when we chiong through our days,” she said. “Amid the hustle of life, a better-quality break goes a long way.”
KitKat’s messaging reflects an understanding of the “kan cheong” lifestyle, a term that captures the anxiety of being constantly in a rush. By inviting fans to pair collectible discovery with a moment of snack-fueled self-care, the campaign aims to elevate the mundane into something delightful and emotionally resonant.
Patrecia Meliana
What's inside the KitKat x DIMOO blind boxes?
There are two main collectible products in this campaign, both designed with Singapore’s obsession with limited-edition drops in mind:
- Keychain pouch blind box
- Retailing at SG$19.95
- Includes two KitKat 2-Finger Sharebags and one randomly selected DIMOO pouch design (three designs available)
- Tote bag blind box (7-Eleven exclusive)
- Also priced at SG$19.95
- Comes with one DIMOO-designed tote bag (two designs available), a 2-Finger Sharebag, Chunky White, and Chunky MILO bars
The items are available while stocks last at major supermarkets, online retailers, and 7-Eleven stores across the island.
Why this matters for marketers
This campaign isn’t just about cute packaging and collectible culture. It’s a strong signal of how brands are adapting their strategies to fit local lifestyle rhythms, emotional needs, and retail trends. Here’s what marketers should take note of:
1. Collectible culture remains a strong hook in Asia
Blind boxes continue to dominate youth and young adult markets, with scarcity and surprise acting as key levers for engagement. By combining this format with a functional product like chocolate, KitKat reinforces brand affinity while giving fans a reason to keep coming back.
2. Emotional storytelling is moving into product form
DIMOO’s presence isn’t just aesthetic. The character embodies a mood, quiet reflection in a noisy world, which aligns with KitKat’s core message around meaningful breaks. This elevates a traditionally transactional FMCG purchase into something more narrative-driven.
3. Regional tailoring reflects cultural nuance
While this campaign runs in Singapore, KitKat’s approach varies across markets. In the Philippines, the brand recently turned its chocolate bars into literal door wedges labeled “On break” for overworked small business owners.
It’s a cheeky, functional way to encourage downtime in sari-sari stores. The contrast shows Nestlé’s sensitivity to cultural context while maintaining global brand consistency.
4. Collaborations give legacy brands a cool factor
Partnering with a trend-forward brand like POP MART injects freshness into KitKat’s image, especially among younger demographics. It also creates buzz-worthy moments that can live on both shelves and social media feeds.
KitKat’s blind box campaign with POP MART and DIMOO is more than a fun collectible. It’s a culturally tuned, emotionally intelligent play that reminds overworked Singaporeans to pause.
For marketers, it’s a case study in how nostalgia, surprise, and mental wellness can be packaged into a single product strategy that doesn’t just sell but connects.
