Hello Kitty cafe opens doors in Changi airport

Inside a Hello Kitty restaurant in Shanghai. Photo / Getty Images

Fans of iconic Japanese character Hello Kitty were out in force in Singapore's Changi Airport this week, as the world's only 24-hour cafe devoted to the famous feline opened its doors for the first time.

The Hello Kitty Orchid Garden Cafe, which is in the public area of the airport's Terminal 3 Arrival Hall, greeted more than 300 customers when it officially opened at 11.30am local time on Thursday.

Some of the most enthusiastic fans had been queuing since 11.30pm the previous night, eager to get a first look at the themed eatery.

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There you have it - in all its golden glory! #hellokittycafesg #fluffywaffles #withmeltedcheese #alldaybreakfast

A post shared by Hello Kitty Café Singapore 🌸 (@hellokittycafesingapore) on Apr 27, 2016 at 2:32am PDT

One of them, Indonesian national Maureen Setyadi, said as the cafe opened this morning that she still hadn't slept but was confident "it should be worth the wait."

The cafe, which will remain open around the clock, is decked out with Hello Kitty pictures and memorabilia, and offers a range of food and drinks bearing the face of the character, created by Japanese company Sanrio.

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Soft Serve Frozen Yogurt with Strawberry Sauce. Finally! Singapore's very own Hello Kitty themed cafe, Hello Kitty Orchid Garden is opening tomorrow at 11.30am at Changi Airport Terminal 3. So proud that this is gonna be the world's first 24-hour Hello Kitty cafe, and also the only one to have its own range of gelato and soft serve froyo – this is awesome, by the way, so don't leave without having a cup! #hellokittycafesg #hellokitty #hellokittyorchidgarden #softserve #froyo #yoghurt #sgfood #food #foodporn #burpple #eatoutsg #ilovemyjob #notsosuperfluous

A post shared by Rachel Xie (@rachelxie) on May 11, 2016 at 8:14am PDT

Menu highlights include Hello Kitty-shaped waffles and sandwiches, and a puff pastry pie adorned with her iconic bow.

It also has a retail section selling merchandise featuring the cat.

Plush toys proved particularly popular, with customers seen filling their arms with as many as they could carry as they made their way to the checkout.

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Camping under the stars is the name of this beautifully crafted dessert 💖 - With a field of luscious matcha powder, a bonfire of toasted muesli, a tent made of graham crackers, yummy scoops of chocolate n hazelnut gelato n surrounded by juicy berries n flowers, this visually appealing dessert is yummy too! Actually I didn't expect the food to be reasonably good compared to other similar cafes n the orchid garden ambience is nice too. Newly opened at Singapore's Changi Airport T3 arrival hall yesterday, this is the first Hello Kitty in the world that is open 24 hrs!

A post shared by Jen Mihara (@jenmihara) on May 13, 2016 at 7:14am PDT

Singaporean national Jeanette Lee, 37, said she was thrilled with the launch of the new cafe.

"It's my birthday today and I like Hello Kitty a lot so I'm very excited that the cafe opens today in Singapore. There are other cafes but I haven't had the chance to travel and visit them so to have one here, near where I stay, is good," she said.

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The decor and menu at Hello Kitty Orchid Garden is subtle, with local influences. Like the Cowabunga! Wagyu! (pictured, $24) which is beef rendang with cuts of wagyu marinated with a pineapple rempah. Blink, and you might miss the Hello Kitty motifs. #hellokittyorchidgarden #hellokitty #changiairport

A post shared by Time Out Singapore (@timeoutsg) on May 11, 2016 at 3:43am PDT

Today is not the first time that Hello Kitty fever has gripped Singapore.

In 2013, residents of the city-state queued for hours to get their hands on a special edition Hello Kitty stuffed toy on sale at McDonald's outlets. The same thing happened in 2014 when the fast food giant launched the Hello Kitty Bubbly World series of toys.

- AAP