In a world that can often feel fragmented, Dawn Sentinel emerges as a bold new civic icon, designed to inspire unity, imagination, and belonging. Unveiled at Ten Square – Landmark of Good on 12 June 2025, this character invites young people and communities to come together—not through slogans or mandates, but through creative participation and shared values.
Hosted by The WoW Movement, Dawn Sentinel represents more than just a symbol. It embodies a movement that champions courage, inclusivity, and co-creation. From its distinctive design to its mission, Dawn Sentinel bridges art and identity, providing a platform where youths, creatives and communities can actively shape what this icon means for Singapore’s future. What makes Dawn Sentinel especially unique is that it was brought to life by the same family behind one of Singapore’s most creative industries — mascot making.
Sanee Neo and his sister, Hasyna, grew up surrounded by costumes, often playing hide-and-seek in their mother’s and uncle’s costume shop. Today, they lead a business that has evolved from humble beginnings at Bras Basah Complex to one that works on mascots, such as Transformers, Snoopy and more, Dawn Sentinel is deeply personal — a chance to reimagine how a character can unite a nation. “In an increasingly digital world, physical mascots aren’t becoming irrelevant; they’re becoming anchors,” Hasyna reflects. “ As we scroll through avatars and AI filters, there’s something unforgettable about a tangible character you can meet, touch, and interact with in real life. Dawn Sentinel is designed for both spaces — physical anddigital. But what makes him powerful is his presence, the way he can show up at schools, festivals, community centres and spark emotion, curiosity, and pride. Where the Merlion once stood still, Dawn Sentinel moves — and invites others to move with him. He’s not here to replace; he’s here to evolve how we connect to symbols and identity. And that future is hybrid, participatory, and deeply human.”
The event, Meet Dawn Sentinel: A Civic Icon in the Making, drew guests from across sectors, including the Guest of Honour, Mr Eric Chua, Senior Parliamentary Secretary at the Ministry of Law & the Ministry of Social and Family Development. With a focus on participation, the evening featured interactive engagement stations: Meet & Rave celebrated the character’s reveal; Inspire My Moves invited attendees to contribute ideas for Dawn Sentinel’s signature gestures; Roar With Me collected voice samples to help define the character’s sound identity; and Tacos N’ Nachos offered a casual space for discussions about shared futures.
Having our Guest-of-Honour Eric Chua grace our event sends a powerful message to the creative community that Singapore believes in bold ideas.
Hasyna Neo, Founder of The Wow Movement
A major highlight of the event was the launch of a nationwide 30-Second Animation Contest, inviting youths to co-create Dawn Sentinel’s evolving story. The contest aims to democratize character-building, empowering young people to shape an icon that reflects the diverse, dynamic spirit of Singapore, and is happening now for a month, of which winners can walk away with a prize money of up to SGD 2,000, that Hasyna states that this work in progress, Dawn Sentinel, is a “living civic icon – designed to grow with the stories, values, and voices of the next generation.”
Behind Dawn Sentinel is The WoW Movement, a community-led platform dedicated to enabling collaboration between mascot owners, creatives, and youth. This initiative underscores how character-led experiences can go beyond entertainment, sparking deeper conversations about identity, values and collective aspirations.
Image Credits: Mascot Enterprise
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