I was on RedNote one day and stumbled across the most adorable Sanrio character macarons. Immediately told my husband: I want these for my birthday this year instead of the usual cake. Did a quick Google search for “Sanrio macarons in Singapore” and that’s how I found Sugarsmith — Singapore’s first officially licensed Sanrio macaron bakery. Yep, officially licensed. This is the real thing.
Heading Down to Their East Village Outlet
I decided to head down to their outlet at East Village, Upper Changi Road personally — wanted to pick up the macarons myself so I could choose the designs on the spot. My husband and I were kind of hovering outside the door when two female staff came over to assist us.
Turns out, the East Village outlet is just their production kitchen. No display of goods, no walk-in sales. They only handle online order collections there. But the staff were really lovely about it — they gladly took my order on the spot and showed me their website so I could browse through the designs and pick what I wanted. Really appreciate that.
This place is about a 10-minute walk from Tanah Merah MRT Station. If it’s a bit out of the way for you, follow them on IG to stay updated on their pop-up locations.
The Sugarsmith Macaron Collection
I picked out 6 macarons based entirely on the designs — honestly didn’t really care about the flavours at that point, haha. Everything came up to $41. Doesn’t sound cheap, I know. But the way I see it, I’m not just buying a macaron to eat. It’s like buying artisanal goods — they’re all so cute to look at and extremely photo-worthy.
The packaging is so thoughtful too. Each macaron is individually wrapped in plastic. They also include a separate gift box lined with marshmallows, so you can bring it home for photos without anything getting squashed. Everything packed neatly into a cute paper bag. I felt like a happy kid carrying my bag of macarons home, haha.
I didn’t even eat them the same day I brought them home — they were just too cute. Chilled them in the fridge and saved them for my coffee break the next day. Here’s what I got:
My Melody — Strawberry Lemonade ($9.50)
Light, crispy exterior with a slight chew when you bite in. The strawberry flavour really stands out — like real, natural strawberries, not that fake essence kind. Boosted by a subtle touch of lemon. Really nice.
Over The Rainbow — Cookies and Cream ($5.50)
The cookies and cream flavour isn’t super prominent and it’s a tad sweet, but still a pleasant eat.
Cookie Kitty — Biscoff Cheesecake ($6.50)
Sweet and cheesy with bits of Biscoff tucked in the middle. Very indulgent.
Yuzu — Yuzu Buttercream ($5.50)
You can clearly taste the citrusy yuzu, and there’s actual yuzu peel in it. Gives a really refreshing finish. This one is my favourite out of all six — it’s the only flavour that really cuts through the sweetness.
Fwog — Nutella ($7.00)
The Nutella isn’t very prominent — tastes more like a chocolate buttercream. Still enjoyable if you’re a chocolate person.
Vanilla Hopps — Vanilla Caramel ($7.00)
Very classic. Tastes like a regular buttercream with a milky aroma. Comforting and familiar.
Honest Thoughts on the Taste
All the Sugarsmith macarons lean on the sweeter side — the sugar does overpower the individual flavours a little, which is probably why the yuzu stands out so much for me. It actually fights back against the sweetness. If they dialled down the sugar slightly, I think each flavour would shine more on its own.
That said, I still love the texture — that crispy shell with a chewy centre is spot on. And there’s no artificial taste at all, which I really appreciate. The colours are vibrant and the attention to detail in the designs is genuinely impressive. These aren’t just patissiers — they’re artists.
Are Sugarsmith Macarons Worth It as a Gift?
One hundred percent yes. When you receive something like this as a gift, it genuinely puts a smile on your face. They don’t have to taste incredible — they just need to look this good, and they absolutely do. It’s such a lovely sweet treat every now and then, and honestly a far more interesting gift than the usual cake or box of chocolates.
Husbands and boyfriends — buy these for your partners. I guarantee you’ll get an “ohhhh so cute” reaction. You’re welcome. 🙂