Singapore, 31 August 2026 — Singapore-based fintech Aleta today launched Aleta Sanrio Hello Kitty Visa debit cards, hard on the heels of a successful debut of its Cinnamoroll-themed cards in June. Hello Kitty is the second in a three-part series of Sanrio characters on Aleta’s Visa debit card targeted at collectors as well as those seeking lifestyle rewards.
Applications are open for a total of 9,000 physical and virtual cards via the Aleta Adventure app available at Google Playstore and Apple App store. The card comes in three designs with each physical card having its own unique serial number. Beyond the 9,000 cards, alimited run of 300 metal Visa debit cards are available by lucky draw by customers, based on their card spend points.
Ryan Gwee, Founder and Group Chairman of Aleta, said: ” We’re thrilled to launch the Aleta Sanrio Hello Kitty Visa debit card, building on the strong demand we saw for our Cinnamoroll-themed card. It’s clear that consumers retain a deep emotional connection to Sanrio characters — and they are willing to pay for a design that truly resonates with them.”
Mr Gwee said its 9,000 Cinnamoroll-themed cards, launched in June, were fully applied and approved in 45 days, sooner than it had expected..
In addition, the Aleta Sanrio Hello Kitty Visa debit card comes with an expanded rewards catalogue with limited edition merchandise. Its scan & pay feature, which lets cardholders scan local QR codes to pay overseas at zero foreign exchange fee, will be widened beyond China to Vietnam and South Korea. Japan will follow when Kuromi, the third and final character in the Aleta Sanrio Visa debit card series, launches in November this year.
Cinnamoroll, the charming white puppy known for his long floppy ears and blue eyes, led the collection. After the iconic Hello Kitty and her signature red bow will be Kuromi, the mischievous, punk-goth favourite with a playful edge.
The Cinnamoroll-themed cards were mostly sought after by young female customers, ranging from their 20s-30s. Aleta expects even better demand this time given that Hello Kitty, launched in 1974, has multi-generational fans, and widely seen as the ultimate international symbol of “kawaii” or Japanese cuteness.
The buzz around the Cinnamoroll launch has also led to more enquiries for Aleta’s BIN sponsorship programme. Under its Visa BIN sponsorship business, Aleta, a Principal Member of Visa, sponsors or “lends” its Visa BIN to enterprises that want to issue their own branded Visa debit card.
BIN or Bank Identification Number, is the global standard for routing cross-border payments, with the first 6–8 digits identifying the issuing institution and the card characteristics such as network, card type and country. With Aleta as their BIN sponsor, enterprises can access the fintech’s plug-and-play tech solutions and reduce time-to-market to as fast as two weeks, for Visa co-branded and white-label cards.
Mr Gwee said: “We are responding to the positive interest in our BIN sponsorship programme as quickly as we can. As a Visa BIN sponsor, Aleta is well placed to help enterprises access one of the world’s most widely used payment networks in the fastest, most cost-effective way.”
The latest Hello Kitty roll-out will feature Aleta’s exclusive catalogue of limited edition merchandise. Cardholders will be able to accumulate points on eligible transactions to redeem items like Sanrio-themed cabin luggage, mahjong solitaire sets, grocery trolleys, yoga mats, dinnerware sets, apron and mitten sets, ceramic teapots with glass cups, basketballs, cushions with baskets, bath towel sets and more.
Every qualifying spend of S$1 or more earns one instant Spin & Win entry, and every spin is a guaranteed win. The grand prize, the highest-tier reward in Spin & Win, is a trip to Sanrio Puroland in Japan, available in December.
Cardholders also enjoy 10% off merchandise when paying with their Aleta Adventure card at the Sanrio Shop outlets at Takashimaya and Chinatown.
The Hello Kitty card costs $18 each, and registration comes with a limited-edition personalised Hello Kitty drink bottle, a five-year annual fee waiver, two tickets to IMBA Theatre at Gardens by the Bay, and three free days of 1GB + unlimited data with eSIM.
To get a 15% discount on the card, customers can sign up using the Sanrio Shop promo codes at the Takashimaya and Chinatown outlets by downloading the Aleta Adventure App, signing up on the spot, selecting the card design and entering the store’s promo code before checking out.
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