Hong Kong’s favourite quirky character, Sho-chan, celebrates a milestone birthday with exclusive themed menus and limited-edition merchandise across PHI Coffee & Pancake locations from August to October 2026.
Fans of the wildly popular emoji-style mascot Sho-chan—affectionately known as “燦子” in Cantonese—have reason to celebrate. Starting 3 August 2026, PHI Coffee & Pancake will transform its outlets into a whimsical birthday party venue for the character’s 10th anniversary. The collaboration, titled “BIRTHDAY PARTY IN PHI,” runs through 31 October 2026 at all branches except the one in Ma On Shan. Two exclusive themed dining sets and four collectible merchandise items will be available, offering devotees a rare chance to immerse themselves in Sho-chan’s playful universe while enjoying sweet and savoury dishes.
A Decade of Digital Charm
Sho-chan first captured hearts as a LINE sticker character, known for its mischievous expressions and minimalist, expressive design. Over ten years, the character has grown into a cultural staple across Asia, appearing on stationery, apparel, and in collaborations with food and beverage brands. This anniversary partnership marks one of the most comprehensive café takeovers to date, blending nostalgia with new culinary creations.
PHI Coffee & Pancake, a homegrown café chain celebrated for its fluffy soufflé pancakes and cozy interiors, has embraced the theme with playful décor—including photo-worthy installations at each participating outlet. The aim, according to the brand, is to create a “birthday party atmosphere” where fans can dine surrounded by Sho-chan imagery.
Themed Menu Highlights
Two limited-edition sets anchor the collaboration, each designed to appeal to both Instagram enthusiasts and comfort-food lovers.
1. Sho-chan’s Ultimate Birthday Soufflé Set (HK$198)
This sweet option features a KUMA-shaped tiramisu soufflé pancake—rich, airy, and layered with espresso-soaked sponge. The accompanying drink is a “Sho-chan Cloud Coffee,” topped with a torched marshmallow cloud that yields a caramelised, crispy exterior. The presentation is deliberately photogenic, yet the flavours are balanced: the bitterness of coffee cuts through the sweetness of the marshmallow.
2. Mischievous Sho-chan Lava KUMA Volcano Set (HK$188)
For savoury cravings, this set presents a KUMA-shaped rice mound drenched in molten cheese, concealing a juicy homemade hamburger patty. The dish is served with a house-made Japanese curry sauce that is mildly sweet with a gentle kick. The accompanying drink—“Sho-chan’s Mischief Refreshing Lychee Soda”—offers a tart and fizzy counterpoint, helping to cleanse the palate between bites of rich curry and cheese.
Both sets are available for dine-in only, and no substitutions are offered during the promotional period.
Exclusive 10th Anniversary Merchandise
Starting 14 September 2026, fans can purchase four limited-edition items. Any guest who orders a themed set may add these products at a special discounted price:
- Compact mirror featuring Sho-chan’s 10th birthday design
- Tote bag with exclusive anniversary artwork
- Sticker set commemorating the milestone
- Keychain in the shape of the character
Quantities are limited, and early visits are recommended to avoid sell-outs.
Broader Implications for Café Culture
Collaborations between digital characters and brick-and-mortar cafés have become a proven strategy in Hong Kong’s competitive F&B scene. Such partnerships drive foot traffic, boost social media visibility, and create urgency through time-limited offerings. For PHI Coffee & Pancake, this tie-up reinforces its reputation as a go-to destination for themed dining experiences—following past collaborations with Disney and Sanrio characters.
For Sho-chan’s fanbase, the initiative offers a tangible connection to a beloved digital icon. As one frequent PHI customer noted, “It’s not just about the food—it’s about celebrating a character that’s been part of our daily conversations for years.”
Plan Your Visit
- What: PHI Coffee & Pancake x Sho-chan 10th Anniversary “BIRTHDAY PARTY IN PHI”
- When: 3 August – 31 October 2026
- Where: All PHI Coffee & Pancake branches (excluding Ma On Shan)
- Merchandise available from: 14 September 2026, while stocks last
For those unable to visit in person, PHI Coffee & Pancake may offer limited takeaway packaging, though the full experience remains dine-in exclusive. Fans are encouraged to follow both PHI Coffee & Pancake and Sho-chan’s official social media for real-time updates on stock and any special events.
This collaboration not only marks a decade of Sho-chan’s digital legacy but also underscores how beloved characters can bridge the gap between online communities and real-world hospitality—one pancake at a time.