A New Chapter for an Aviation Icon
Singapore Airlines (SIA) has officially introduced the latest iteration of its cult-favourite mascot, Beary. Known as the ‘Garden City Beary,’ this version marks a significant design evolution for the airline’s premium cabin gift programme.
Launched in mid-June 2026, the new mascot is approximately 15 per cent larger than its predecessors. In a shift toward more inclusive design, the airline has moved away from the previous boy-and-girl variants, opting instead for a single, gender-neutral appearance. The bear is dressed in an outfit inspired by Singapore’s ‘Garden City’ identity, complete with a sun hat featuring the airline’s signature batik motif.
The Evolution of a Collectible
Since its inception in 2007, Beary has transitioned from a simple cabin amenity to a highly sought-after collectible. Originally an ‘open secret’ among frequent flyers, the mascot was historically available only upon request for children aged 12 and below travelling in Suites, First Class, or Business Class on flights exceeding five hours.
While the airline has used the bear to commemorate milestones—such as aircraft launches and anniversary celebrations—the rise of social media has fundamentally altered the mascot’s status. Travel influencers and aviation enthusiasts have transformed the once-niche perk into a viral collectible. This heightened visibility has fostered a secondary market on platforms like Carousell, where collectors trade various editions, typically valued between S$10 and S$15 for standard releases, with special editions commanding higher prices.
Despite the mascot’s popularity, SIA maintains its distribution policy: the Garden City Beary remains a complimentary, request-only amenity for young premium-cabin travellers, preserving its status as an exclusive touchpoint of the Singapore Airlines travel experience.