A taste of Ohana: Krispy Kreme Philippines drops Disney's Stitch-themed treats

Krispy Kreme Philippines has dropped a limited-edition collection that's turning heads and sweetening timelines. Inspired by the mischievous blue alien from Disney's Lilo & Stitch, this playful collaboration takes brand storytelling to a new level of edible charm.

The six-piece series is unapologetically cute, pairing tropical-inspired fillings with visually whimsical toppings - all anchored by miniature Stitch candy pieces. Each doughnut feels plucked from a pastel Hawaiian fantasy: from Strawberry Ohana to Berry Island Swirl, the flavours riff on island favourites while doubling down on Instagrammable aesthetics.

"Stitch's story, with its timeless themes of family, belonging and friendship, continue to resonate with people in the Philippines including with our team at Krispy Kreme," said Ysabel Cruz, senior marketing manager of Krispy Kreme Philippines, as quoted by BusinessMirror.

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It's a savvy brand moment that works on several fronts. First, the timing - launched just days ahead of the new Lilo & Stitch live-action film's premiere - places the collection squarely in the slipstream of Disney nostalgia and pop culture hype. Second, it demonstrates Krispy Kreme's ongoing fluency in partnerships, a strategy that has already seen successful rollouts with properties such as Pac-Man.

But while the Pac-Man box leaned on retro appeal, the Stitch doughnuts speak to a different kind of emotional currency: cuteness, comfort, and family. The messaging echoes the "Ohana" ethos that anchors the original film, cleverly mirrored in how the doughnuts are sold - boxed as a fixed assortment, encouraging sharing.

And share they did. Since its launch, the collection has gone viral across local social platforms, with content creators praising not just the visuals, but the detail: "They're so cute and fluffy!" wrote one food influencer. "The donuts are too adorable to eat and the box is too cute to throw away!"

This sort of social buzz is no accident. Krispy Kreme has crafted not just a product but a limited-time experience - one tailor-made for digital amplification. Priced at 480 pesos (US$8.65) per half dozen and available via multiple channels, from drive-thru to delivery, the brand has also ensured accessibility and scale.

Still, for international fans, it's a bittersweet affair. The Stitch range is exclusive to the Philippines. "Bring this now to the US, please!" cried a disappointed Disney devotee in the comments section. Whether such demand results in a global rollout remains to be seen. For now, the Philippines holds the sweet upper hand.

Ultimately, this collaboration is less about the doughnuts and more about the moment - a chance for the brand to create joy, tap into memory, and bring people together over something as simple as a shared box of treats. And in the words of Stitch himself: “Ohana means family. Family means nobody gets left behind… or forgotten.” That goes for doughnuts too.

The master franchise of the American-born brand - originally founded in 1937 in North Carolina - first landed on Philippine shores in 2006. Since then, its signature "Hot Now" sign has become a welcome sight across the archipelago, drawing crowds for its melt-in-your-mouth Original Glazed doughnuts.

To promote the upcoming live-action Lilo & Stitch, Disney has launched large-scale collaborations across Asia, tapping into nostalgia and pop culture. In Indonesia, Disney unveiled Stitch Summer Invasion, an immersive beach-themed event at Land's End, PIK 2, running from 15 May to 30 June 2025. Featuring photo zones, a six-metre Stitch statue, and a live meet-and-greet, it targets Gen Z and millennials through Instagrammable experiences and over 20 brand collabs. Meanwhile, lifestyle brand OH!SOME launched a seaside-inspired Stitch capsule in Bekasi, complete with in-store activations.

In Hong Kong, Chinese lifestyle brand MINISO opened a Stitch-themed flagship in Causeway Bay, drawing hundreds of fans for its exclusive 600-piece Stitch Vinyl Plush blind box drop. The launch is part of MINISO's "Super IP strategy," deepening its Disney partnership while enhancing brand perception and offline engagement. The event featured immersive store design, limited-edition products, and a special appearance by actress Grace Chan.

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