PHI Coffee & Pancake is rolling out the welcome mat for fans of the beloved internet character Sho-chan with a dedicated 10th-anniversary celebration. The “BIRTHDAY PARTY IN PHI” collaboration transforms the cafe’s locations (excluding the Ma On Shan branch) into a vibrant playground from August 3 to October 31, 2026, offering an immersive dining experience paired with limited-edition collectibles.
The Story Behind the Celebration
For a decade, Sho-chan has captured hearts across social media with expressive stickers that convey everything from pure mischief to heartfelt joy. This milestone collaboration merges that digital personality with PHI Coffee & Pancake’s established reputation for crafting photo-worthy, themed dining environments. Known for its signature soufflé pancakes and elegant interior design, the cafe provides a striking backdrop for Sho-chan’s playful universe.
A Closer Look at the Themed Menu
Two distinct sets anchor the culinary experience, each designed to reflect the character’s iconic companion, KUMA.
Dessert lovers will gravitate toward the Sho-chan’s First Birthday Soufflé Set (HK$198) . The centerpiece is a honeycomb-shaped tiramisu soufflé pancake, praised for its rich, velvety texture. It is paired with a “Sho-chan Cloud Coffee,” crowned with a golden torched marshmallow that offers a satisfyingly crisp shell and gooey interior—making it as decadent as it is photogenic.
For a heartier option, the Sho-chan’s Mischief Lava KUMA Volcano Set (HK$188) presents a three-dimensional KUMA-shaped Japanese curry rice bowl. The dish is lavished with smooth, molten cheese sauce that conceals a thick, juicy handmade hamburger steak. The sweet and mildly spicy curry sauce ties the components together, perfectly complemented by the accompanying Sho-chan Mischief Refreshing Lychee Soda, a light and tangy palate cleanser that balances the richness.
Commemorative Collectibles
Beyond the food, the experience extends into memorabilia. Starting September 14, 2026, guests who purchase any theme set can add on a selection of four exclusive 10th-anniversary items:
- A pocket mirror for on-the-go touch-ups
- A sturdy tote bag ideal for daily use
- A limited-edition sticker sheet
- A collectible keychain
These pieces offer fans a tangible way to remember the party long after the event concludes.
How to Join the Festivities
Given the limited run and the cafe’s history of drawing large crowds for character collaborations, early visits are highly recommended. The themed menu and merchandise are available at all PHI Coffee & Pancake branches, with the exception of the Ma On Shan outlet. Whether you are a long-time follower of Sho-chan or simply a fan of creative cafe concepts, this celebration offers a rare opportunity to interact with a beloved character in a fully realized, real-world setting.