Hong Kong’s favourite playful emoji character, Sho-chan, is marking a major milestone this summer as PHI Coffee & Pancake transforms its outlets into a whimsical birthday celebration venue. From August 3 to October 31, 2026, the cafe chain will host the exclusive “BIRTHDAY PARTY IN PHI” campaign across all branches except Ma On Shan, offering limited-edition themed menus, photo-worthy decorations, and collectible merchandise.
A Decade of Joy Meets Culinary Creativity
Sho-chan, the mischievous cartoon figure beloved by fans across Asia, has become a staple in digital conversations and merchandise collections. To commemorate its 10th anniversary, PHI Coffee & Pancake has partnered with the brand to create an immersive dining experience that blends playful aesthetics with quality comfort food.
“We wanted to give Sho-chan’s fans something truly special,” a PHI Coffee & Pancake representative shared. “The character brings so much joy to people’s daily lives, and this birthday party is our way of returning that happiness through food and ambiance.”
Two Exclusive Themed Sets to Delight
The “Sho-chan’s Ultimate Birthday Soufflé Set” (HK$198)
This signature offering features a KUMA-shaped tiramisu soufflé—fluffy, rich, and decadently creamy. It arrives paired with a cloud-like coffee topped with torched marshmallow, golden and slightly crisp on the outside. The combination delivers a satisfying contrast of textures: the airy soufflé melts on the tongue while the caramelized marshmallow adds a smoky sweetness.
“Mischievous Sho-chan Lava KUMA Volcano Set” (HK$188)
For savoury enthusiasts, this set presents a three-dimensional KUMA-shaped curry rice dish. A generous hand-pressed hamburger steak hides beneath a blanket of molten cheese, all drizzled with a house-made Japanese curry sauce that balances sweetness with a gentle kick. The meal is accompanied by a refreshing lychee soda, described as “Sho-chan’s playful punch”—tart and fizzy, cutting through the richness of the cheese and curry.
Exclusive 10th Anniversary Merchandise
Fans eager to take home a piece of the celebration can purchase four exclusive limited-edition items starting September 14, 2026. Available only to those who order a themed set, the merchandise includes:
- Compact mirror – perfect for on-the-go touch-ups
- Tote bag – featuring Sho-chan’s signature grin
- 10th birthday sticker set – limited-run collectible
- Keychain – a durable keepsake
These add-ons are offered at a special discounted price with any set purchase, making them accessible for dedicated collectors.
Practical Information for Visitors
The campaign runs for nearly three months, giving ample opportunity for fans to plan visits. PHI Coffee & Pancake’s full-time outlets in Causeway Bay, Tsim Sha Tsui, Central, and other locations will feature dedicated Sho-chan photo spots—ideal for social media sharing.
Key Details:
- Duration: August 3 to October 31, 2026
- Locations: All PHI Coffee & Pancake branches except Ma On Shan
- Set Prices: HK$198 (sweet) / HK$188 (savoury)
- Merchandise Launch: September 14, 2026
Why This Collaboration Matters
Sho-chan’s rise from a simple emoticon to a cultural icon mirrors a broader trend in Hong Kong’s F&B sector: leveraging intellectual property partnerships to draw crowds and create shareable moments. For PHI Coffee & Pancake, known for its Instagram-friendly pancake stacks, this collaboration reinforces its reputation as a destination for themed dining that appeals to both millennials and Gen Z diners.
As the campaign unfolds, early visitors can expect queues, particularly on weekends. Booking ahead is recommended. For collectors, arriving after September 14 ensures access to the full merchandise range.
Next Steps: Follow PHI Coffee & Pancake’s official social channels for branch-specific updates and potential surprise events. Fans are encouraged to tag their photos with #ShoChanAtPHI for a chance to be featured.