“Singaporeans Are Really Free”: Shoppers Wait Up to 6 Hours for Trendy Bags at Ngee Ann City

SINGAPORE – On Wednesday, September 13, eager shoppers flocked to Ngee Ann City, lining up for hours to purchase the latest handbags from local lifestyle brand The Paper Bunny. Some waited up to six hours for a chance to buy the brand’s new small puffy nylon handbag, priced at $55 and available in nine colors, including hot pink and forest green.

In addition to the new release, the store restocked two popular bag styles, the Puffer Swing and Puffer Shopper, priced between $59 and $65, which tend to sell out quickly. The first customers arrived at the Basement 2 location by 8:35 a.m., nearly an hour and a half before the store’s 10 a.m. opening. Shoppers received queue numbers and were advised to return when it was their turn.

By 2:30 p.m., the demand was so overwhelming that the store closed its digital queue. On Instagram, The Paper Bunny posted around 1:30 p.m., stating, “The digital queue for today will be closed… due to an overwhelming response,” ensuring that those already waiting would be able to make their purchases.

One shopper, 25-year-old analyst Shanice Ong, arrived at 11:10 a.m. and received queue number 540. She returned five hours later to purchase a $65 Puffer Shopper. “I was genuinely shocked when I saw the crowd. I thought, ‘Singaporeans are really free,’” she commented, surprised by the dedication of fellow shoppers.

The craze extended online, where items sold out swiftly. Ms. Toh, a 21-year-old student, managed to purchase three bags totaling $189, remarking that she had to act fast to secure her choices. By Thursday at 5 p.m., checks revealed that several colors of the Puffer Shopper and Puffer Swing bags were sold out on the website, with resellers listing them on Carousell for around $95—a nearly 60% markup.

This shopping phenomenon is reminiscent of past launches in Singapore. In March, hundreds lined up for a Swatch-Omega watch collaboration at ION Orchard and Marina Bay Sands, and in 2020, Foot Locker’s Orchard outlet saw large crowds for limited-edition Adidas sneakers.