TL;DR: Universal Studios Singapore has launched a full Sanrio takeover featuring the new Superstar Boutique and Superstar Café, complete with exclusive merchandise, a character-themed menu, and live Hello Kitty meet-and-greet sessions. It is one of the most immersive Sanrio experiences available in Southeast Asia right now.

Superstar Café & Superstar Boutique (Sanrio Takeover at USS)

📍 Universal Studios Singapore, 8 Sentosa Gateway, Sentosa Island, Singapore 098269

🗓 Opened: April 2026

🌐 Website | 🗺 Google Maps

Hello Kitty Takes Over Universal Studios Singapore

Singapore's Sentosa Island just got a serious dose of pink. Universal Studios Singapore has rolled out a comprehensive Sanrio takeover that transforms two key venues inside the park — the Superstar Boutique and the Superstar Café — into fully branded Sanrio experiences that go far beyond a simple licensing deal. This is not a pop-up corner or a limited capsule shelf; it is a dedicated, walk-in world built around Hello Kitty and her extended Sanrio universe, and it opened to visitors in April 2026. For anyone who grew up with Sanrio stationery in their school bag or still quietly collects the merchandise as an adult, this is a genuinely new reason to buy a park ticket.

The timing is deliberate. Sanrio has been aggressively expanding its physical retail and experiential footprint across Asia over the past two years, capitalising on a resurgent wave of character-driven nostalgia that has proven commercially durable well beyond its original Gen X and millennial audience. Collaborations with theme parks represent the most high-visibility end of that strategy, and Universal Studios Singapore — one of only two Universal parks in Southeast Asia — is a significant platform. Foot traffic at Resorts World Sentosa has been recovering strongly post-pandemic, and a Sanrio activation of this scale is designed to pull in both park regulars and day-trippers who might not otherwise have a reason to visit.

What Is the Superstar Café Serving?

The Superstar Café is the centrepiece of the food and beverage offering, and it has been fully redesigned to reflect Sanrio's signature pastel aesthetic. The menu leans into character-shaped presentations and themed colour palettes, with dishes and drinks that are built as much for social sharing as for eating. Expect Hello Kitty-shaped waffles, pastel-tinted lattes, and dessert plates styled after iconic Sanrio character motifs. The café seats a reasonable number of guests and operates on a walk-in basis during park hours, making it accessible without the stress of advance reservations.

• Signature item: Hello Kitty character waffle with berry compote and whipped cream
• Must-try drink: Sanrio-themed pastel latte with character latte art
• Dessert highlight: My Melody-inspired strawberry parfait
• Price range: Approximately SGD $12–$28 per item

The café's interior design is worth noting independently of the food. Sanrio's creative team has worked with the USS venue team to produce wall murals, custom seating, and table settings that make every corner photogenic. It is the kind of environment where the décor itself becomes part of the experience, and where guests routinely spend time simply moving through the space rather than sitting down to eat. That dual function — dining destination and photo environment — is increasingly standard in successful character-themed F&B in Asia.

How Does the Superstar Boutique Work?

The Superstar Boutique operates as the retail anchor of the takeover, stocking a of merchandise that is exclusive to this USS location. That exclusivity matters: Sanrio products are widely available across Singapore through department stores, standalone Sanrio shops, and online platforms, but the USS-specific range includes items that cannot be purchased anywhere else in the country. These include co-branded Universal Studios Singapore and Sanrio pieces, limited-edition plush toys, apparel, and accessories. The boutique is designed to function as a destination in its own right, not merely an afterthought at the park exit.

Shoppers can expect the full breadth of the Sanrio character roster, not just Hello Kitty. Cinnamoroll, Pompompurin, Kuromi, and My Melody all feature prominently in the merchandise selection, reflecting Sanrio's strategy of broadening its appeal beyond its most famous character. Prices range from entry-level keychains and stickers through to higher-ticket plush sets and collector items, making the boutique accessible across different spending levels. For serious collectors, the USS-exclusive labelling alone is likely to drive purchases.

Meet Hello Kitty in Person: The Character Experience

Beyond the café and boutique, the takeover includes scheduled Hello Kitty meet-and-greet sessions within the park. These live character appearances are ticketed or timed depending on the day, and they represent the most experiential layer of the activation. Families with young children are the obvious primary audience, but the meet-and-greet queues at similar events across Asia have consistently attracted adult fans in significant numbers. USS has experience managing character appearances through its existing Universal franchise partnerships, so the operational framework for managing queues and photo opportunities is already in place. Visitors are advised to check the daily schedule at the park entrance or via the USS app to secure their preferred time slot.

Frequently Asked Questions

Is the Sanrio takeover at USS a permanent installation or a limited-time event?

As of the April 2026 opening, USS has not announced a specific end date, suggesting the Superstar Café and Superstar Boutique are intended as ongoing features rather than a short-term pop-up. Visitors should check the official Resorts World Sentosa website for updates on duration.

Do I need a separate ticket for the Hello Kitty meet-and-greet?

Meet-and-greet sessions are included within general park admission, but they operate on a timed or scheduled basis. Slots can fill quickly on busy days, so arriving early and checking the daily schedule board or the USS mobile app is strongly recommended.

Is the Superstar Boutique merchandise available online or only in-park?

The exclusive USS x Sanrio merchandise is only available at the Superstar Boutique inside Universal Studios Singapore. Standard Sanrio products can be found at other retail locations, but the co-branded and park-exclusive items are unique to this venue.

What is the price range at the Superstar Café?

Menu items at the Superstar Café are priced approximately between SGD $12 and $28 per item, covering drinks, light meals, and desserts. The café operates on a walk-in basis during park hours with no advance reservation required.

Which Sanrio characters are featured beyond Hello Kitty?

The takeover covers the wider Sanrio universe, including Cinnamoroll, My Melody, Kuromi, and Pompompurin. Both the boutique merchandise and the café's design elements reflect the full character roster, not just Hello Kitty.