Fans of Sho-chan, the wildly popular emoji-style character known for its mischievous grin, can mark a major milestone starting August 3, 2026, as PHI Coffee & Pancake rolls out the “BIRTHDAY PARTY IN PHI” campaign across all its branches (excluding Ma On Shan) through October 31. The celebration pairs the character’s 10th anniversary with two limited-edition themed set meals and four exclusive merchandise items, giving longtime followers a reason to dine in and take a piece of the party home.
A Decade of Mischief, Celebrated in Dessert Form
The centerpiece of the birthday lineup is the Sho-chan’s Lifetime Birthday Soufflé Set (HK$198), a KUMA-shaped creation featuring a rich, velvety tiramisu soufflé. The dish arrives with Sho-chan’s cloud coffee, crowned with a golden, torched marshmallow cloud—crisp on the outside, soft and gooey within. It is equal parts visual spectacle and indulgent comfort.
For those leaning savory, the Mischievous Sho-chan Lava KUMA Volcano Set (HK$188) delivers a three-dimensional KUMA-shaped curry rice plate. The dish is draped in smooth, molten lava cheese, hiding a thick, juicy hand-pressed hamburger patty beneath. A mildly sweet yet gently spiced Japanese curry sauce ties everything together, designed to coat every bite of rice. The set pairs with Sho-chan’s Mischief Light & Fresh Lychee Soda—a tangy, effervescent drink meant to cut through the richness and reset the palate.
Limited Merchandise Drops September 14
Beyond the plates and cups, the anniversary celebration extends to collectibles. Four exclusive 10th-anniversary themed items—including a pocket mirror, tote bag, birthday-only sticker set, and keychain—go on sale September 14, 2026. Guests who order any Sho-chan themed set can add the merchandise at a special discounted price, making it a practical incentive for collectors and casual fans alike.
The items reflect the character’s playful personality and are designed as functional keepsakes rather than display-only novelties, aligning with the café’s broader approach to lifestyle-driven collaborations.
Why This Collaboration Matters
PHI Coffee & Pancake has built a reputation for rotating character partnerships, but the Sho-chan birthday campaign stands out for its scale: it spans all outlets for nearly three months, a longer run than typical pop-up menus. For the brand, it is a strategic move to drive foot traffic during the late-summer and autumn dining period. For fans, it transforms a familiar café visit into an immersive celebration of a character that has become a staple in digital conversations across Hong Kong and beyond.
The campaign also signals how café culture continues to blur the line between dining and fandom. By pairing theme-park-style presentation with genuinely well-executed food—like the soufflé and curry sets—the initiative offers more than photo opportunities. It gives fans a tangible reason to return before the party ends on October 31.
Plan your visit early, especially if you’re eyeing the merchandise: the September 14 drop is expected to draw queues, and the sets themselves are limited to the campaign window. For updates, follow PHI Coffee & Pancake’s official social channels or check in-store notices at participating locations.