Hong Kong, August 2026 — Fans of the wildly popular emoji character Sho-chan, affectionately known as “燦子” in Cantonese, are in for a treat this birthday season. From August 3 to October 31, PHI Coffee & Pancake is transforming all its branches—excluding the Ma On Shan outlet—into a whimsical celebration zone for the character’s 10th anniversary. The collaboration, titled “BIRTHDAY PARTY IN PHI,” features two limited-edition themed meal sets, four exclusive collectible merchandise items, and Instagram-ready decor that promises to delight both longtime followers and newcomers alike.
A Decade of Sho-chan: From Screen to Table
Sho-chan first burst onto the digital scene a decade ago as a cheeky, wide-eyed emoji character whose expressive face quickly became a staple in messaging apps across Asia. Today, the character boasts a devoted fanbase that spans generations. To mark this milestone, PHI Coffee & Pancake has partnered with the brand to create an immersive dining experience that blends the character’s playful personality with the café’s signature soufflé pancakes and comfort food.
Two Exclusive Themed Meal Sets
The centerpiece of the collaboration is a pair of limited-time dishes, each designed to evoke Sho-chan’s mischievous charm.
Sho-chan’s Ultimate Birthday Soufflé Set (HK$198) features a bear-shaped (KUMA-style) tiramisu soufflé pancake. Light, airy, and intensely rich, the pancake is paired with a Sho-chan Cloud Coffee—a latte topped with a toasted marshmallow cloud. The marshmallow develops a golden, brittle crust under the torch, offering a sweet, smoky contrast to the coffee beneath. It’s as photogenic as it is indulgent.
The Mischievous Sho-chan Lava KUMA Volcano Set (HK$188) takes a savory turn. A three-dimensional bear-shaped mound of Japanese curry rice is drenched in smooth, molten cheese. Hidden inside is a thick, juicy hand-formed hamburger patty. The curry sauce strikes a balance between sweet and mildly spicy, making it a satisfying companion to the Sho-chan Lychee Soda—a refreshing, tangy drink that cuts through the richness and heat.
Limited-Edition 10th Anniversary Merchandise
Starting September 14, 2026, fans who purchase any Sho-chan themed meal set can add exclusive merchandise at a special discounted price. The collection includes a compact mirror, a tote bag, a 10th birthday sticker sheet, and a keychain. Each item features original Sho-chan artwork created specifically for this anniversary.
Practical Details for Fans
- Availability: August 3 to October 31, 2026
- Locations: All PHI Coffee & Pancake outlets except Ma On Shan
- Merchandise sale start: September 14, 2026
What This Means for the Café Scene
This collaboration reflects a growing trend in Hong Kong’s F&B industry: leveraging popular intellectual property to drive foot traffic and social media engagement. PHI Coffee & Pancake, known for its fluffy soufflé pancakes, has successfully tapped into the “café-hopping” culture that thrives on limited-time, visually striking offerings. For fans, it’s a chance to celebrate a beloved character in a tangible, shareable way. For the café, it’s a strategic move to attract younger demographics and boost brand loyalty.
Next Steps for Enthusiasts
If you plan to visit, arrive early—past collaborations at PHI have drawn long queues, especially on weekends. Consider visiting on a weekday morning for a quieter experience. And don’t forget to tag your photos with the official hashtag to join the online