Meet the artists behind Don Don Donki's hand-drawn signs: 'The DNA of Donki'

There are stores you visit already knowing what you'll buy, and there are stores you enter just to browse. Then there is Don Don Donki, which I’m convinced is a black hole. There’s no such thing as a “quick trip” to the Japanese retailer – not when their distinct point-of-purchase (POP) signage captures your attention even before you step into the store.

Most retail stores in Singapore have functional POP signs with minimalist design: There’s the product name, promotional price and a simple call-to-action. But every sign in Don Don Donki feels like a personalised card from a friend, equally educational, entertaining and endearing. And this is intentional, thanks to a team of full-time artists, known as POP writers.

“We create handwritten, hand-drawn POP signage for the store. This includes promotional materials and displays, and (the signs) are strategically placed to encourage last-minute purchases,” shared Yasirah Yusoff, a POP writer with Don Don Donki for two years. “The meaning behind having handwritten POPs is they are like love letters to our customers through our own creativity,” said the 27-year-old, who’s stationed at the Paya Lebar Quarter (PLQ) Mall outlet.

Senior POP writer at the Orchard Central outlet Brenda Chan added that most customers “don’t know the signs are done backend”, specifically at an artist workspace within each Don Don Donki store. “Maybe they think it’s done in Japan. They don’t know that Singapore has such a te.