Beloved Hong Kong internet character Sho-chan is turning ten, and PHI Coffee & Pancake is throwing the party. From August 3rd, the cafe chain is rolling out its “BIRTHDAY PARTY IN PHI” campaign across all branches, featuring two exclusive themed dining sets and a collection of limited-edition merchandise designed to celebrate the character’s milestone anniversary.
A Culinary Birthday Tribute
Fans of the mischievous yet endearing personality can indulge in two distinct menu creations. The Elf Sho-chan Lava KUMA Volcano Set (HK$188) delivers a savoury centrepiece: a KUMA-shaped mound of Japanese curry rice blanketed in smooth, velvety lava cheese. Hidden beneath the molten layer lies a thick, juicy handmade hamburger steak, while the house-made curry sauce adds a subtly sweet and spicy depth. The set is finished with a crisp, tart Sho-chan Lychee Soda designed to refresh the palate between rich, hearty bites.
For dessert lovers, the Sho-chan’s Birthday Soufflé Set (HK$198) showcases a KUMA-shaped tiramisu soufflé pancake with a deeply rich, airy texture that melts on the tongue. The accompanying Sho-chan Cloud Coffee is topped with a dramatic torched marshmallow—golden and crisp on the outside, irresistibly gooey within—making for a visually striking and indulgent pairing that is practically made for the camera.
Exclusive Merchandise for Collectors
No anniversary celebration would be complete without keepsakes. Beginning September 14th, 2026, PHI Coffee & Pancake will launch four exclusive 10th-anniversary themed merchandise items. Guests who order any Sho-chan set meal can add these limited pieces to their purchase at a special promotional price:
- Portable mirror
- Tote bag
- 10th birthday limited-edition sticker sheet
- Character keychain
These collectibles are expected to be highly sought after, so early visits are recommended for fans hoping to secure the full set.
Event Details at a Glance
The Sho-chan x PHI Coffee & Pancake partnership runs from August 3rd to October 31st, 2026, and is available at all PHI Coffee & Pancake locations across Hong Kong, with the exception of the Ma On Shan branch.
Character-themed cafe collaborations continue to gain momentum in Hong Kong’s dining scene, offering fans a tangible way to connect with their favourite online icons. Whether you are a devoted Sho-chan follower or simply enjoy inventive cafe concepts, this limited-run event presents a timely opportunity to experience playful, thoughtfully crafted dishes and memorabilia. Given the popularity of such crossovers, arriving early is advisable to beat the queues and enjoy the full birthday atmosphere.