Is this Singapore's biggest Hello Kitty fan?
Maureen Setyadi was 12 hours into her wait when she spoke to CNBC on Thursday at Singapore's Changi Airport, where she was first in the queue to enter the cafe when it opened at 11:30 a.m. SIN/HK in Terminal 3.
The Indonesian, who said she was in her thirties, told CNBC she loved "everything" about Hello Kitty and collected plush toys of the famous cat as well as Hello Kitty-themed jewelry and shoes.
She was one of about 400 people who queued to dine at the cafe, and although there were children in attendance - including one two-year-old decked out in an entire Hello Kitty outfit - most were adults.
The cafe, called the Hello Kitty Orchid Garden, in honor of Singapore's national flower, sells food in the shape of the Hello Kitty's head, as well as limited edition plush toys and other Hello Kitty products.
Singapore's no stranger to Hello Kitty fever. Hundred of people queued at McDonald's outlets across the island in 2013 to get their hands on a special edition black Hello Kitty toy, then again in 2014 for the Hello Kitty Bubbly World series.
But even these crowds paled in comparison to scenes in 2000, when tens of thousands of people reported queued to buy Hello Kitty and her boyfriend Daniel, with fights breaking out inside the fast food restaurants, until then-Deputy Prime Minister Lee Hsien Loong was said to have intervened to warn Singaporeans to not get too carried away over the kawaii cat.