Local start-up brand soars to the international stage

Sing Sing Rabbit worked with Samsung to release Sing Sing Rabbit-branded themes for its phones and umbrella gifts.

During the Licensing Show, Sing Sing Rabbit earned an opportunity to collaborate with a major local property developer.

25 April 2017

<h4>Although Hong Kong’s licensing industry has been developing for some time, licensing properties that originate from the city remained scarce. This changed in recent years, when Hong Kong’s cultural and creative industries began taking off, and local designers and brands started gaining popularity in the market. There are even licensors that specialise in promoting Hong Kong-created licensed characters, such as Sing Sing Rabbit.</h4> Sing Sing Rabbit is an online singer who debuted in 2011. Always donning a large rabbit mascot head when she sings, Sing Sing Rabbit rose to prominence when her mysterious identity and endearing character caught the attention of the Taiwanese media. Because Sing Sing Rabbit speaks Japanese, a talent agency from Japan also signed her up and released her first album in 2012, which added more fans to her following. Sing Sing Rabbit’s career reached a turning point in 2014, when she sent a 3D-printed figure of herself to the edge of the atmosphere using a space balloon. She then used the footage of the trip for her MV, which made her the world’s first singer to make an MV using high-altitude aerial photography. The feat was widely reported by the media, and it attracted a Swedish headphone manufacturer to approach her to create a licensed character for a product that became her first licensed product. “It was only then that I realised I could work with different industries to create licensed products and services. When we joined the Licensing Show for the first time in 2015, we earned an opportunity to collaborate with a major local property developer to host Sing Sing Rabbit-themed festive activities at eight of its shopping malls.” Sing Sing Rabbit added that this year marks her third time joining the show, and it has resulted in many unexpected collaborations that have helped the brand “take off”. Sing Sing Rabbit was invited by several retailers to collaborate. For example, Samsung agreed to release Sing Sing Rabbit-branded themes for its phones and umbrella gifts during Easter. UA Cinemas’ “UA Pop” launched a series of limited-edition accessories for film buffs, such as popcorn-shaped tote bags. Sing Sing Rabbit said: “We never imagined the chance to work with major global brands. For local start-up brands like us, it is an invaluable opportunity to have a platform to showcase our work to so many global brands and industry representatives, and to expand our business and raise our profile.”

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