The Moomins Surprise and Delight Visitors to Link Malls During the "Link x Moomin Summer Adventure"

To mark the 20^th anniversary of the initial public offering of Link REIT and the cherished Moomin’s 80^th anniversary, Link Asset Management Limited (Link) is hosting an extraordinary summer event. From 19 July to 7 September, the “Link x Moomin Summer Adventure” will transform three of Link’s premier malls into enchanting, Moomin-themed wonderlands.

Immersive attractions at three major malls

Lok Fu Place: Step into a whimsical world featuring a spectacular 3-metre-tall inflatable versions of the characters Moomin and Snufkin, accompanied by iconic blue Moominhouse. The whimsical Hattifatteners will join in as wobbling installations, bringing a lively, interactive element to the space and inviting everyone to play and explore.
T Town: Experience the magic of summer on a classic Moomin boat ride, complete with immersive light and sound displays that capture the essence of Moomin Valley.
Kai Tin Shopping Centre: Explore the Moomin Garden, home to Hong Kong’s very first gigantic “itabag” brimming with Moomin figures, as well as multiple photo-worthy installations that promise delightful surprises for every visitor.

Exclusive collectibles and shopping experiences

At Lok Fu Place, an exclusive pop-up store will offer over 200 official Moomin items, including limited-edition licensed collectibles, lifestyle products, and unique merchandise for Moomin fans.
Take part in a special stamp redemption programme—collect stamps in various quantities while shopping to redeem exclusive themed souvenirs and bring the adventure home.

Charitable initiatives: Sharing joy and compassion

“Moomin Figure Adoption” Programme (2 August – 7 September): Make an online donation to the Children’s Cancer Foundation and receive a designated Moomin figure to cherish and share, spreading happiness to friends and family.
“Charity Piano Marathon” (2 August): Enjoy a heartwarming performance as 100 professional pianists and students join together to play uplifting summer-themed music for continuous 8-hour, filling the mall with positivity and love.

Special events: Celebrate “Moomin’s Day”

Moomin’s Day on 9 August: Honour this special day with a series of “Moomin Meet & Greet” events from 2 to 16 August, spanning three consecutive Saturdays. Fans are invited to bring their favourite Moomin merchandise, take memorable photos, and share festive moments with beloved Moomin characters.

Step into the world of Moomin with Link this summer and experience enchanting adventures, unique collectibles, and acts of charity filled with joy!

Celebrates summer with exclusive moomin activities and charity initiatives across 40 malls

To mark 20th anniversary of the initial public offering of Link REIT alongside the beloved Moomin’s 80th birthday, Link is proud to launch an exciting lineup of events and exclusive offerings as part of the “Link x Moomin Summer Adventure,” running from 19 July to 7 September 2025.

Exclusive Moomin pop-up store at Lok Fu Place

Lok Fu Place will host a special Moomin pop-up store featuring over 200 collectible items, including several products making their Hong Kong debut and exclusive themed merchandise only available at this location. With a wide range of treasures for both adults and children, the store is a must-visit destination for Moomin fans this summer.

“Link x Moomin Summer Adventure” stamp redemption campaign

From 19 July to 7 September, 40 Link malls are participating in a stamp redemption campaign. Shoppers can collect one stamp for every $60 they spend in a single day using an electronic payment method. Collect various quantities of stamps for exclusive limited-edition Moomin premiums such as the “Moomin Summer Reversible Towel,” “Moomin Multi-Functional Umbrella,” and “Moomin Enamel Cooking Pot.” Gifts are available in limited quantities on a first-come, first-served basis.

Fun and prizes with the “Guessing Moomins Challenge”

At T Town and Kai Tin Shopping Centre, shoppers spending $100 or more electronically on the same day can participate in the “Guessing Moomins Challenge” by submitting their guess of the total number of Moomin figures hidden in the installations via a designated event web page. Winners stand a chance to take home exciting prizes, including a Nintendo Switch 2, tenant cash coupons, and Moomin goodie bags—with more than $5,000 worth of prizes up for grabs. Moomin fans are encouraged to join for fun and memorable photo opportunities.

Two heartfelt charity initiatives

“Moomin Figure Adoption” Programme (2 August – 7 September): In support of the Children’s Cancer Foundation, participants can donate a minimum of $100 online and adopt an official Moomin figure from the installations. Successful adopters will receive a confirmation letter and can collect their Moomin figure at designated locations. Availability is limited and on a first-come, first-served basis.
“Charity Piano Marathon” (2 August): Lok Fu Place will host an inspiring 8-hour piano marathon starting at 11 a.m., featuring 20 professional pianists and 80 student musicians playing summer-themed pieces. The lineup includes renowned artists such as Cedric Chan, Kolin Chan, Nicole Yim, blind pianists Luke Wong and Lam Jak-Yiu, and Shelley Ng (an associate musician from the Hong Kong New Music Ensemble). All proceeds raised will be donated to the Children’s Cancer Foundation. Piano players and enthusiasts are invited to register and participate.

Surprise “Moomin Meet & Greet” at six Link malls

Fans can enjoy surprise appearances by the beloved Moomin mascot at six designated Link malls—Lok Fu Place, Tsz Wan Shan Shopping Centre, Kai Tin Shopping Centre, TKO Gateway, Cheung Fat Plaza, and T Town. Follow Link’s official Instagram (@linkhksurprise) or Xiaohongshu (@香港領展商場) for photo opportunities. Sharing joyful photos with the Moomin and tagging Link on social media will also earn a special limited-edition Moomin gift, while supplies last.

Supporting Finnish culture

The event is proudly supported by the Consulate General of Finland in Hong Kong, further promoting Finnish culture, and strengthening ties between Finland and Hong Kong through the charm of the Moomins.

Join Link’s Moomin Summer Adventure to experience exclusive merchandise, exciting challenges, heartwarming charity events, and unforgettable encounters with your favourite Moomin characters!

All activities are subject to terms and conditions and may be adjusted without prior notice.

Trade Promotion Competition Licence No.: 60155-6 (Applicable to lucky draw only)

Photos download: https://bit.ly/458VcQz

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About Link Asset Management Limited

Link Asset Management Limited (Link) is a leading, independent, and fully integrated real estate investor and manager focusing on the APAC region. It manages Link Real Estate Investment Trust (Link REIT, Hong Kong stock code: 823), the largest REIT in Asia, and its real estate investment portfolio. Link also aims to leverage its investment management capabilities to serve as a trusted investment manager to capital partners through its business line, Link Real Estate Partners.

Building on its strong track record over almost two decades, Link targets to deliver resilient returns and growth to its unitholders. Link offers a “REIT plus” investment case through its strategic focus on diversifying the Link REIT Portfolio across geographies and asset classes in APAC and expanding its investment management business.

Link aspires to be the trusted partner in APAC real estate sector for unitholders, capital partners, tenants, and the wider communities it serves.

For more information about Link, please visit https://www.laml.com/en/

About the Moomins

Moomin is a story written by Finnish female writer Tove Jansson in 1945, based on the life of the author and her family. The story tells the story of the Moomin family and their friends living in the mutually supportive Moominvalley. Everyone helps each other when facing challenges. The story is full of love, courage and healing. The cute appearance of the Moomin and the meaningful story content are deeply loved by people of all ages, making "Moomin" known as the national treasure of Finland.

Instagram page: @moomin.hktw