4 Years at Singapore's Illustration Art Fest: What I've Learned Along the Way

 

IAF Illustration Art Fest 2026, Photo credits to Meng Fei

Every year around this time, I find myself packing boxes, printing pop-up cards, and double-checking inventory lists for Illustration Art Fest (IAF) in Singapore ⸜(｡˃ ᵕ ˂ )⸝♡

This year marks four years of doing this, four years of flying (more like taking the bus) Bonny and Lenny across the causeway to meet our Singaporean fans. 

When I look back, it's less about the sales numbers and more about what this fest has taught me about building QuirkyQing every year •⩊•

1. It's totally okay to start small

I started IAF with the simplest products I had. No fancy booth setup, no big collection, Bonny and Lenny didn't even exist yet. It was just me with my food illustration prints and some acrylic keychain.  

Fun Facts:
2023: I brought 1 Big Luggage
2024: I brought 1 Big and 1 Medium Luggage
2025: I brought 2 Big and 1 Medium Luggage
2026: 3 big and 1 Medium Luggage. Please, go for strength training if you can, because this trip really tested my strength

We didn't have a fanbase in Singapore back then. But every year, we reinvested in our little business, whether its in the products, in the booth, in the little details.

And slowly, just by showing up consistently, our Singaporean fans grew with us.

We are so grateful that people actually come all the way for quirkyqing!? 

There was no shortcut. It was just year after year of turning up.

2. Building community mattered more than selling

Somewhere along the way, IAF isn't just  a sales event for me. It became the one time of year I get to actually meet the people who follow QuirkyQing from across the border.

Now, two months of prep work goes into planning inventory alone : because I want to know what our community actually wants, not just what I think will sell.


This year, IAF recommend us to have at least one special / exclusive product so we can keep our fans excited. Since this year I was experimenting with 3D printing with a great friend of mine, we decided to launch a Chilli Crab NFC keychain, inspired my love for dipping mantou in that chilli crab sauce. 

That's where things like our pop-up cards and NFC keychains with an exclusive Singapore-only design came from. Small delights, made specifically for the people who show up for us here.

3. Diversify your products 

Not everyone who visits our booth wants a sticker. Some people fall in love with a pair of cozy socks first. Others pick up a pouch, or a sheet of journaling stickers, and that becomes their first introduction to Bonny and Lenny.

Our Pudding Grip Socks that received so much love this year from our Singaporean Community

Most products are designed with intention, this year, when we introduced our cozy pilates socks with fun grippies. Our Singaporean fans LOVED IT. We literally sold out almost all our socks. 

Over the years, I've realized that product variety isn't just about revenue, it's about creating more doors into the same world. And it could even potentially unlocked new avenues for your business. 

Every item is a different way for someone to meet the characters, and over time, that's how our audience grew wider, not just deeper.

4. Fun packaging isn't just decoration

This one surprised me. I used to think packaging was just the "nice to have" something to make things look pretty after the real work of designing the product was done.



As a graphic design graduate, I do think packaging plays a role in increasing revenue as well. 

But I've learned that a cute unboxing moment is often part of what makes someone say yes at the booth. People want to share it, show it off, remember it. Packaging became part of the experience we're selling, not an afterthought to it.

By adding that styrofoam touch and fish market inspired stickers on the packaging, our audience were immediately sold!! 

 

3 practical tips when you booth abroad

  1. Pack metal grids! They are really logistics-friendly, and I used them to hang my pouches and products because keeping things at eye-level is everything. (Which also means please bring scissors, hang tags, and clips!) 

  2. Remember that packaging matters: It’s practically free marketing! We invest in cute paper envelopes to secure our products in a memorable way

    We designed an IAF exclusive paper bag for our quirky fans



  3. And lastly, be completely shameless about promoting your event and your work. BE. BRAVE. TO. PUT. YOURSELF. OUT THERE. PERIOD.

It is a humbling experience to trade in Singapore every year

4 years of IAF... how did I even do it??

As another year wraps up, I’ve been reflecting on the lessons we’ve learned. The biggest takeaway? Expanding our products did more than just grow the business; it helped us connect with so many wonderful new people.

 

We love our quirky fans in Singapore ⸜(｡˃ ᵕ ˂ )⸝♡

This year's tag is designed by the amazing team of Peculiar Matter
Of course, bringing QuirkyQing to life takes a village. I want to send a heartfelt thank you to the people working tirelessly behind the scenes: OIC Singapore, the 32cm team, and my manager, Alex, who has been my rock through thick and thin

Here's to four years, and many more to come. 🐰🍋

See you again next year (I hope) („• ֊ •„) 


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