Brussels transformed into a sea of blue as the city celebrated the world premiere of The Smurfs: The Movie. Iconic landmarks such as the Grand Place, tunnels, Royal Saint-Hubert Galleries, and Brucity were illuminated in blue hues, turning the city into a real-life Smurf village. The Grote Markt became a Smurf kingdom for the evening, marking the launch of the latest adventure of the beloved blue characters.
Pop star Rihanna graced the event, lending her voice to Smurfette in the English version of the film and contributing a song to the soundtrack. The singer, visibly pregnant, arrived more than two hours late, consistent with her reputation for arriving fashionably late. At the most recent Met Gala, she arrived three hours late. Her delayed arrival was a source of great frustration for the fans present, although many had already gone home. Nevertheless, her presence was anticipated, with fans and press from all over the country eager to catch a glimpse of her on the blue carpet.
“It’s their home, here they were born,” stated Philippe Close, the mayor of Brussels, emphasizing the city's deep connection to the Smurfs. He expressed pride in both the film and the blue-hued evening, emphasizing the importance of reminding people of the Smurfs' Belgian roots. “Many think that the Smurfs come from their country, that doesn't bother us, but we like to remind that they are at home here,” he added.
The famed Manneken Pis statue donned a Smurf costume for the occasion, specifically dressed as Smurf Without a Name, one of the characters from the feature film. The costume was unveiled during a traditional folkloric ceremony organized by the Order of the Friends of Manneken-Pis. Costume designer Sophie Wéry, who has been creating outfits for the Manneken Pis statue for ten years, explained, “A total of ten hours of deconstruction were necessary, as well as more than thirty hours of construction work.” She and her intern repurposed materials from official plush toys to create the intricate costume.
The event was attended by Peyo's daughter, Véronique Culliford, who received an honorary diploma from the Order of the Friends of Manneken-Pis and was touched by the initiative. She shared an anecdote about her mother, a costume designer who made a costume for Manneken Pis in 1988 for the 30th anniversary of The Smurfs. Smiling from the balcony of the Town Hall, she said, “I had a blast!” Culliford, who has led IMPS, the company that manages the Smurfs brand, since 1984, inspired her father to create the character of Smurfette.
Directed by Chris Miller, The Smurfs: The Movie is set to be released in theaters starting July 16, with a premiere in the United States on July 18. In this feature film, Papa Smurf is mysteriously kidnapped by Razamel and Gargamel, prompting Smurfette and her friend, the Naughtiest Smurf, also known as Smurf Without Name, to embark on a rescue mission. The film is described as a Belgian adventure conquering the world, demonstrating the enduring appeal of the Smurfs.
The blue carpet event drew 700 guests, both international and Belgian, including former The Late Late Show host James Corden and Dan Levy of Schitt's Creek, who both voiced characters in the film. Several well-known Flemish personalities were also spotted, and Miss Belgium, Karen Jansen, wore her best blue outfit for the occasion. Influencers Steffi Mercie and Elisabeth Lucie Baeten were present, adding to the star-studded lineup. Even the parasols at the premiere resembled mushrooms, contributing to the Smurf village ambiance meticulously recreated at the Brussels Kunstberg.
Anny Schmit, the managing director of Sony Pictures, remarked, “We wanted to make Brussels shine during the premiere, because the Smurfs are of course Belgian.” The entire weekend was dedicated to the world-famous blue characters, with a life-sized Smurf village animating the esplanade of Mont des Arts and the Grand Place illuminated with blue light, plunging the heart of the capital into a magical atmosphere at 10:30 p.m. The promotional tour was officially kicked off on Friday, with young and old alike eager to take photos with life-sized Smurfs, including Papa Smurf, who walked among the amazed public.
The Smurfs, created in 1958 by Belgian comics artist Peyo, have conquered the world, their adventures translated into 55 languages and known by different names across countries. In Belgium, they are called Schtroumpfs, while in Spain, they are known as Pitufos or Barrufets. In Chinese, their name translates into "blue elf" or "little blue spirit." The three 3D feature films released between 2011 and 2017 boosted the name Smurfs and generated global interest, notably in Asia and America, allowing the brand to reconnect with young fans.
The company that manages the Smurfs brand, IMPS, grants 700 licenses worldwide, generating an annual turnover of 23 million euros. The films have introduced the Smurfs to new audiences, and their global impact continues to grow. On May 17, 2025, 3,076 Smurfs gathered in Landerneau, France, setting a world record certified by the Guinness Book.
The preparation of this article relied on a news-analysis system.