September 2, 2025
SINGAPORE – The new food flex is not just about the latest opening or food one might have queued for, but also scoring the limited-edition mystery merchandise that comes along with it.
Often packaged like a blind box, the exclusivity and surprise element leave collectors coveting more of these keychains, T-shirts, bags and adorable plushies inspired by the cuddly, smiley soft toys from British company Jellycat.
In January, there was the rush for the cute, fried chicken-wearing cat toys by fast-food chain KFC Singapore’s collaboration with Japanese brand Mofusand, followed by the raiding of supermarket shelves in April for Milo plushies.
On Aug 22, Milo Singapore’s Instagram account hinted at their return with a “Coming Soon” post.
KFC Singapore’s director of marketing and food innovation Jaslyn Lam says its KFC x Mofusand collection is its biggest merchandise drop.
The chain’s most recent launch was the Mantou Crossbody Bag in July, in line with its Chilli Crab Mantou menu for National Day, available till Sept 2.
She says: “There’s anticipation that builds around each product drop, creating conversations and excitement that brings fans together. Younger fans are very in tune with the concept of merchandise, and it gives them a fun and tangible way to express their connection and support.”
Indeed, for food and beverage businesses, such merchandise is an extension of branding and, hopefully, leads to repeat engagement and spending – both online and offline – from customers hoping to collect them all.
It has worked so far for Malaysian tea chain Beutea, which debuted in Singapore in 2024 with strategic merchandise drops timed with outlet openings.
Its most popular blind-box tea drink plushies – each designed with original characters – sold out in three days across all its five outlets in July, says Beutea Singapore’s director Shawn Ching, 35. They were available with the purchase of a drink.
Its sixth outlet at City Square Mall, slated to open on Aug 30, will debut an edamame avocado tea. With each order of the new drink, customers can buy an edamame sling bag or bean-shaped charm.
For older establishments, collectibles are a way to stay relevant to regulars and new customers alike.
Chin Mee Chin Confectionery in Katong, for example, released blind-bag keychains and T-shirts – for redemption with a minimum spending of $25 – to mark its 100th anniversary in 2025. A limited number of T-shirts were sold at $38.
“Merch lives on long after the meal ends. Whether worn, gifted or displayed, it keeps a brand top of mind, as a badge of pride for a foodie or a discovery touchpoint for new audiences,” says Mr Lim Kian Chun, 33, co-founder and chief executive of the Ebb & Flow Group, which runs Chin Mee Chin Confectionery.
Starbucks and McDonald’s, which have been on top of the merchandise game over the years, are constantly announcing new collectibles and collaborations.
Aside from its iconic drinkware collections, Starbucks Singapore’s collaborations highlight both home-grown and overseas brands.
Previous collaborations featured characters from Japanese company Sanrio and Dutch bunny Miffy, as well as the works of local artist Junlefont and label Ang Ku Kueh Girl. Starbucks Singapore’s most recent two drops with Mofusand products sold out on their launch day.
For McDonald’s Singapore, its spokesperson notes that the buzz around merchandise has evolved over time.
In 2000, with the craze to collect Hello Kitty toys, there were long queues outside the restaurants.
“Today, that same enthusiasm has shifted online, with customers sharing unboxings, posting their collections and even trading items.
“It’s created a vibrant digital community around McDonald’s merchandise, showing that the love for our collectibles continues to grow, just in new ways,” adds the spokesperson.
Some of its most popular merchandise in recent years were its own menu icons, such as its McGriddles jacket, fries and burger pouches and crossbody bag. It has teased that “exciting details will be shared soon” for its recently announced collaboration with South Korean boy band BTS.
Meanwhile, here are eight other merch drops worth watching.
Tai Sun
What: To celebrate SG60, home-grown snack company Tai Sun has launched three new nut flavours – Chilli Peanut Crackers ($1.65), Samba Mix ($1.65) of crunchy coated peanuts and muruku sticks, and Deluxe Mix ($3.20) – and refreshed its packaging.
For one of its August promotions, stand a chance to win a giant Tai Sun nut plushie or a pair of tickets to the Museum of Ice Cream with a minimum of $8 spent on a receipt on Tai Sun nut products (excludes 40g packs) at major supermarkets.
The 50cm-tall plushies come in the form of pistachio, almond or macadamia holding a toy packet of nuts.
When: Till Aug 31
Info: For receipt submission and updates, go to @taisun.sg on Instagram
Beutea
What: The tea chain’s sixth outlet at City Square Mall is slated to open on Aug 30 with a new edamame avocado tea (from $7.30). Part of Beutea’s fruit veggie tea series, the drink comprises fresh edamame, creamy avocado, coconut water and jasmine tea, and is topped with pistachio crumbs.
An edamame sling bag ($8.90) and a bean-shaped charm ($3.90) can be bought with every purchase of the new beverage.
Info: Go to @beutea.sg on Instagram
Prima Flour
What: Prima Flour gets the plushie treatment with recently launched mini plush versions of its iconic flour packaging.
There are nine in total and the first three – Artisan Bread Flour, Superior Bread Flour and Hong Kong Flour – were launched on Aug 16 and 17 at a roadshow at Jurong Point’s FairPrice Xtra hypermarket. Customers stand a chance to catch the plushies at a claw machine with every $6 spent on Prima Flour.
The roadshow continues on Aug 23 and 24 at the same venue. Other designs – Plain Flour, Cake Flour and Top Flour – will be rolled out at upcoming roadshows.
Where: FairPrice Xtra, 03-01 Jurong Point, 63 Jurong West Central 3
When: Aug 23 and 24, 11am to 6pm
Info: facebook.com/primaflour
Din Tai Fung
What: This is for fans of Taiwanese restaurant chain Din Tai Fung.
Its merchandise collection, flown in from Taiwan, debuted here on May 9. The range features nine items, including enamel pins and magnets ($12 a set), as well as the iconic xiao long bao-inspired Bao Zai plush and Shao Mai plush ($43 each or $76 for both).
Where: Din Tai Fung outlets at Resorts World Sentosa, Marina Bay Sands, Punggol Coast Mall and the upcoming VivoCity outlet, which opens Aug 29
Info: Go to @dintaifungsg on Instagram
Gardenia
What: The local bread brand marks the nation’s birthday with two new bakes – Thick Toast Brioche Loaf and Chocolate Royale Loaf – and a keychain plushie giveaway contest.
Its next giveaway, conducted on its Instagram page, is on Aug 28, with a final one scheduled for October.
Follow the account, leave a comment and tag friends to stand a chance to win the cap-wearing, bread-shaped toy.
Info: Go to @friendsofgardenia on Instagram
Famous Amos x Sesame Street
What: Halal-certified cookie brand Famous Amos has tied up with American children’s TV series Sesame Street to launch a limited-edition collection of merchandise featuring the show’s iconic characters, including Elmo, Cookie Monster and Big Bird.
They include aprons for adults ($20.80) and children ($18.80), tote bags ($18.80) and cookie tins (from $18.80). Bundles are available from $62.
When: While stocks last, at all Famous Amos outlets
Info: famous-amos.com.sg
Bee Cheng Hiang
What: Yes, mooncake season has started and the traditional Chinese pastry is getting the toy treatment with Bee Cheng Hiang’s Moonsters plushie blind boxes ($15.80 each, free with $88 spent).
There are four characters, each representing a signature product, such as the bak kwa mooncake (from $56 for two) called Loddii and the classic single yolk white lotus paste mooncake (from $42 for two) called Yolkko.
The brand goes a step further – with a theme song to accompany the collection.
When: While stocks last, at all Bee Cheng Hiang outlets
Info: str.sg/izyD
Shihlin Taiwan Street Snacks
What: To mark its Shihlin 2.0 rebranding, the popular Taiwanese snack chain will introduce its Miao Miao cat mascot plushies in October.
They are inspired by the brand’s signature dishes – Crispy Miao Miao for its XXL Crispy Fried Chicken, Slurpy Miao Miao for its oyster mee sua and QQ Miao Miao for its sweet plum potato fries.
Other items to come include tote bags, socks and key charms. Prices have not been confirmed yet.
When: From Oct 1
Info: shihlinsnacks.com.tw/sg