Fans of the beloved emoji character Sho-chan can celebrate a milestone anniversary at PHI Coffee & Pancake, where a two-month birthday takeover brings limited-edition themed meals, collectible merchandise, and Instagram-worthy décor to all outlets except one.
Starting August 3, 2026, PHI Coffee & Pancake will transform its Hong Kong locations into a whimsical party venue for Sho-chan, the viral sticker character known for its expressive, mischievous face. The “BIRTHDAY PARTY IN PHI” campaign runs through October 31, 2026, offering fans a chance to dine on character-shaped dishes and snag exclusive 10th-anniversary goods.
Two Limited-Edition Themed Sets
The collaboration introduces two special套餐 (meal sets) designed to reflect Sho-chan’s playful personality.
Sho-chan’s Lifelong Birthday Soufflé Set (HK$198) features a KUMA-shaped tiramisu soufflé pancake—rich, airy, and topped with a lightly torched cotton-candy cloud. The accompanying “Sho-chan Cloud Coffee” arrives with a golden-brown marshmallow topping that is crisp on the outside and gooey inside, making it both a decadent treat and a photographer’s dream.
The Elf Sho-chan Mischief Lava KUMA Volcano Set (HK$188) offers a savory option: a three-dimensional KUMA-shaped plate of Japanese curry rice drenched in molten cheese. Hidden beneath the cheesy lava is a thick, juicy handmade hamburger patty, paired with a house-made curry sauce that balances sweetness and spice. The meal comes with a “Sho-chan Mischief Refreshing Lychee Soda”—a tangy, sweet beverage designed to cut through the richness.
Exclusive 10th-Anniversary Merchandise
Starting September 14, 2026, guests who purchase any Sho-chan themed meal can add on four limited-edition collectibles at a special discounted price:
- Compact mirror featuring Sho-chan’s signature expression
- Tote bag with the birthday motif
- 10th-birthday limited-edition sticker sheet
- Keychain depicting the character in party mode
These items are only available at PHI Coffee & Pancake outlets and will not be sold elsewhere.
Where and When to Join the Party
The collaboration is available at all PHI Coffee & Pancake branches except the Ma On Shan location. Fans are advised to check individual store hours and reservation policies, as popular outlets may see long queues during the campaign period.
Why This Collaboration Matters
Sho-chan has amassed a dedicated following across Asia, largely through sticker apps and social media. The character’s 10th anniversary marks a rare crossover into the F&B space, allowing fans to engage with the brand in a tangible, immersive way. For PHI Coffee & Pancake, the partnership reinforces its reputation as a destination for themed pop-ups, following previous collaborations with other popular IPs.
What Fans Should Know Before Going
- Book ahead: Weekends and peak hours are expected to fill quickly.
- Check stock: Limited-edition merchandise may sell out; call the store in advance.
- Dine-in only: Themed meals are not available for takeaway.
- Budget: Both sets are priced competitively for a themed café experience in Hong Kong.
Looking Ahead
This birthday campaign signals a growing trend of digital-native characters crossing into physical retail and dining, blurring the lines between online fandom and real-world experiences. For Sho-chan devotees, it’s a chance to celebrate a decade of laughter with coffee, curry, and collectibles—all in one nostalgic, pastel-hued setting.