The Pinkfong Company, the studio behind the global hit Baby Shark, is ramping up its location-based entertainment (LBE) business across Southeast Asia, bringing its characters from screens to real-world experiences. The expansion spans live shows, immersive attractions, and family-focused venues tailored to local audiences.
The company has steadily grown its offline footprint in the region through live performances, pop-up activations, and interactive experiences. A large-scale shopping mall tour in Indonesia last year drew five million visitors, highlighting the resonance of Pinkfong’s IP beyond digital channels.
In 2026, Southeast Asian fans can expect more in-person touchpoints. Most recently, Thailand saw the official live musical Baby Shark Live: The Hidden Treasure debut in January, cementing the franchise’s presence in live entertainment.
Don’t miss: Beyond Baby Shark: Pinkfong founder’s gameplan for business longevity post virality
Meanwhile, Singapore will host a water park activation at Sentosa, featuring inflatable attractions, sing-alongs, and photo opportunities with Pinkfong and Baby Shark, alongside the city-state’s first Baby Shark Kids Café, offering themed play zones, sand areas, and jungle gyms.
In addition, Indonesia will see simultaneous large-scale events across major malls, including the brand’s biggest character meet-and-greet events in the market.
Through diversified LBE formats and long-term partnerships, The Pinkfong Company aims to strengthen its regional presence and connect families with its characters through live, interactive, and experiential offerings, expanding its global family entertainment ecosystem.
“Southeast Asia continues to be a key growth market where families actively seek shared, real-world entertainment experiences,” said Gemma Joo, chief business officer at The Pinkfong Company. “By adapting our location-based entertainment formats to local markets while maintaining global brand consistency, we’re building an offline business that allows us to engage fans across the region in meaningful and ongoing ways.”
The company has also extended its reach into fashion. In June last year, global online retailer SHEIN partnered with The Pinkfong Company to mark the 10th anniversary of Baby Shark with a limited-edition collection. Targeted at families, the Baby Shark x SHEIN line spans 98 apparel items and 19 accessories.
The collection features summer staples such as swimwear, dresses, pajamas, towels, and water bottles, as well as matching family sets and themed designs for “mommy shark” and “daddy shark”, turning the line into a cross-generational play that taps into family bonding.
Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing.
Related articles:
Pinkfong unveils new Baby Shark typeface to expand global reach
McDonald’s HK and Baby Shark inspire youngsters to go green with new playland
Have you checked out the Baby Shark and Traveloka installations in Jakarta’s airport yet?
