A heartfelt tribute to Singapore’s stories and spirit, featuring local designs and a $50,000 donation to Children’s Cancer Foundation

Singapore, 23 June 2025 – In celebration of Singapore’s 60th birthday, SimplyGo Pte. Ltd (SimplyGo) today unveiled a special series of collectible EZ-Link cards and SimplyGo EZ-Link charms that honour the places, people and everyday moments close to Singaporeans’ hearts. Echoing the SG60 theme of “Building Our Singapore Together”, this launch blends heritage, creativity and community spirit to mark the nation’s milestone and shared identity.

More than just commemorative keepsakes, the curated designs pay tribute to the rich tapestry of Singaporean life, from hawker culture and nostalgic landmarks to national icons like the Merlion. It underscores SimplyGo’s commitment to connecting people not just through transport, but through a deep appreciation of what it means to be Singaporean.

Giving Hope: A $50,000 Donation to Children’s Cancer Foundation

At the core of this campaign is a meaningful collaboration with the Children’s Cancer Foundation (CCF). SimplyGo has donated $50,000 to support Hair for Hope 2025, CCF’s flagship campaign that raises critical funds and awareness for children and families affected by cancer.

A Collectible Tribute to What Makes Us Singaporean
The SG60 series features four distinct collections, each brought to life through collaborations with beloved local creators and communities.

The Rainbow Unicorn EZ-Link card, with its message of solidarity and compassion, is intended to complement SimplyGo’s donation to CCF. Created by six-year-old Antonela Iskandar, Chen Xuan Ni, a CCF beneficiary, the whimsical and vibrant artwork depicts a fantasy world with technicolour rainbows, magical clouds and unicorns. In the centre of it all is a heart that pulses with joy and delight. Radiating childlike wonder, this special card is a powerful reminder of the quiet strength that lives in imagination, resilience and hope.

Rainbow Unicorn EZ-Link card

The Mochiak & AhWoo SG60 SimplyGo EZ-Link Charms feature a nostalgic heritage playground and a bustling hawker centre scene. The designs capture the carefree joy of childhood and Singaporeans’ boundless love affair with our flavour-packed and heritage-rich local cuisine. 

Mochiak & Ah Woo SG60 SimplyGo EZ-Link charms

The Ah Guo Illustration – Kiddo’s SG60 EZ-Link cards, by celebrated local artist Lee Kow Fong aka Ah Guo, are a homage to the everyday joys of Singapore life. Available in two designs, the cards showcase Ah Guo’s signature heart-warming, playful style, bringing warmth and kampung spirit to the fore.

Titled “A Little Salute: Beloved Mama Shop” and “A Little Salute: Sunny Merlion”, the two designs are part of Ah Guo character Kiddo’s SG60 “A Little Salute” series. One features Kiddo and friends in a familiar heartland scene while the other places them against an iconic local landmark—a tribute to the collective efforts of Singaporeans in building the youthful, enduring and united Little Red Dot.

Kiddo’s SG60 ‘A Little Salute’ EZ-Link cards

The Mr Merlion EZ-Link cards come in a series of four designs—a classic rendition of the endearing character, portraying him enjoying local delights like kaya toast and chilli crab, as well as lounging atop Marina Bay Sands, arguably our nation’s most recognisable architectural marvel.

Mr Merlion EZ-Link cards

In conjunction with the launch of these four card designs, SimplyGo will be rolling out a “Snap & Share with Mr Merlion” social media contest. Participants will be invited to submit creative photos with their SG60 cards for a chance to win exclusive merchandise. Members of the public are encouraged to stay tuned to SimplyGo’s official social media channels for the full contest details, as further information will be announced in due course.

Connecting People through Purpose

This SG60 launch marks SimplyGo’s continued evolution beyond transit solutions. By championing local design, uplifting vulnerable communities and embracing Singaporeans’ shared culture, SimplyGo affirms its dedication to serve as a platform for connection and care.

“SG60 is a time to reflect on what unites us as a nation and how far we have come. Through this series of cards and charms, we honour the everyday icons and collective memories that make us uniquely Singaporean, while extending compassion towards those who still need help in our community,” said Mr Tan Kim Hong, Chief Executive Officer of SimplyGo Pte. Ltd.

“We are honoured to partner with SimplyGo on this meaningful initiative that not only raises awareness for CCF but also celebrates the creativity and resilience of our children. This collaboration reflects the spirit of community and compassion that lies at the heart of CCF. Together, we can make a lasting difference in the lives of children and families impacted by childhood cancer,” said Mr Koh Shukai, Deputy Chief Executive Officer, CCF.

Pricing & Availability

The SimplyGo SG60 cards and charms will be progressively launched from 25 June 2025 onwards. Pricing and availability details are as follows:

Please go to the online press kit for product images.