MTR Shops launches February celebration for football and anime enthusiasts

Ringing in the Lunar New Year, MTR Shops has launched a February-exclusive rewards campaign for football enthusiasts and anime fans.

Also known as "MTR Shops fans fiesta · rewards month", the campaign runs until the end of February. It features three limited-time themed stores centred on football and intellectual property (IP), allowing citizens to relish the festive spirit and seasonal vibes.

As part of the campaign, FanTown, in collaboration with All Star Partner, has joined hands with FC Bayern Munich to create a limited‑time pop‑up themed store. A variety of gift rewards are available, including collectible player film cards, Hong Kong-exclusive slogan fridge magnets, Berni badges, and city-edition postcard sets, offering fans an opportunity to enjoy photo spots, collectibles, and a fun shopping experience all in one.

During the promotional period, customers who visit the store wearing a Bayern jersey or any outfit featuring Bayern elements will receive an extra discount on their purchases, making it easy to pick up favorite jerseys and limited-edition merchandise.

Meanwhile, JUST FOTO, known for its self-service Korean-style four-cut photo booth experience, has introduced an exclusive IP collaboration this rewards month, bringing Korean self-photo culture to MTR Shops so fans can capture studio-quality sticker photos anytime. This special collaboration features SpongeBob SquarePants, who made a strong return to the big screen last year, and Pingu, the globally adored stop-motion character, offering Hong Kong-exclusive Lunar New Year and Valentine’s Day photo frames. Fans can select their favourite festive scenes and filters to personalise their shots.

The SpongeBob‑themed frames feature joyful backdrops decorated with red packets, gold coins, and starfish‑shaped Chinese rice cakes, paired with lively poses such as SpongeBob on horseback and Patrick Star giving new year greetings. The frames seek to create a festive atmosphere that invites everyone to step into the new season with joy and prosperity.

The Pingu‑themed photo frames have come in two series: Lunar New Year and Valentine’s Day. The Lunar New Year edition features fruit motifs such as apples, persimmons, and oranges — symbolising peace, good fortune, and the fulfilment of wishes, paired with playful interactive scenes to add festive blessings to each photo. The Valentine’s Day edition uses a pink backdrop and heart‑shaped frames, with Pingu holding flowers, exchanging gifts, or going on dates, creating a sweet, fairytale-like winter ambience for couples to capture their most romantic moments.

MARKETING-INTERACTIVE has reached out to MTR Shops for more information. 

Don’t miss: MTR Shops ignites football frenzy with Liverpool pop-up store

Back in June last year, MTR Shops capitalised on the football frenzy leading up to the Hong Kong Football Festival 2025 by launching the city's first official Liverpool pop-up store.

In collaboration with Liverpool Football Club and its brand partner FanTown, the exclusive pop-up store opened at East Tsim Sha Tsui Station. By offering official and limited-edition merchandise, it aimed to create a unique shopping experience for football fans in Hong Kong. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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