Baskin-Robbins banks on IP power with Kuromi takeover across Malaysia and Singapore

Baskin-Robbins Malaysia and Singapore are turning up the charm this season with a new collaboration featuring Sanrio’s fan-favourite character Kuromi, blending sweet treats with playful aesthetics in a campaign designed to captivate younger consumers.

The brands, operated by Golden Scoop, have transformed select outlets into Kuromi-themed diners, launched exclusive merchandise, and rolled out limited-edition cakes and ice cream flavours to celebrate the partnership, part of an ongoing strategy to remain culturally relevant and spark deeper emotional engagement with fans.

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The campaign took about six months to bring to life, from initial planning to rollout, and was designed with more than just aesthetics in mind. Customers can enjoy a limited-edition edible Kuromi chocolate tag on all cones and cups.

It also includes a double-sided Kuromi cooler bag, available with any purchase of a Kuromi pint. Two exclusive cakes, the Kuromi diner dream cake and cheeky Kuromi cake, were also introduced, inspired by the character’s edgy yet endearing personality.

IP is the new flavour

According to Tay Kai Wei, marketing manager at Golden Scoop, the idea for the collaboration was driven by a noticeable rise in interest around Sanrio characters among Malaysian youth. “IP collaborations are gaining momentum, especially among younger audiences who are highly engaged with pop culture,” he said. “We saw this as the perfect opportunity to bring something fun and exciting to our fans.”

This collaboration follows a broader trend of brands leveraging intellectual property (IP) partnerships to appeal to Gen Z and millennial audiences. Golden Scoop has previously worked with Quby, a viral digital icon created by Zhong Chaoneng in 2015 for WeChat, for Chinese New Year this 2025 and December last year.

The Quby x Baskin-Robbins campaign was a refreshing, out of the box initiative, which invited customers to collect exclusive Quby stickers from its cone sleeves. One of the illustrations featured the beloved character with a chocolate ice-cream stained mouth. 

Tay said that regardless of whether it’s a beloved character like Kuromi or a viral icon like Quby, these partnerships create emotional touchpoints, turning a simple ice cream treat into something more personal and memorable.

It’s not just about driving sales; it’s about creating moments that resonate and keeping our brand culturally relevant in an ever-evolving market.

Tay elaborated on the emotional impact of IP collaborations, noting they "tap into nostalgia, fandom, and emotional connection, going far beyond transactional value."

The selection process for these characters is both thoughtful and strategic, beginning with identifying what resonates with their core audiences, particularly Gen Z and families with children. Golden Scoop then explores how a character can forge an emotional bridge between the consumer and the Baskin-Robbins brand.

Meanwhile, he also added that the selection of IPs goes beyond what's trending at the moment. "It has to align authentically with the Baskin-Robbins brand experience in Malaysia and Singapore. Our goal is to create experiences that are both memorable and meaningful, every time someone walks into our store or interacts with our campaign," he said.

Tay also shared that Baskin-Robbins Malaysia and Singapore are continuously seeking out new IP collaborations as part of its innovation strategy, aiming to inject fresh excitement and create novel ways for customers to engage with the brand.

We see strong potential in using IP to build buzz, drive new product trial, and amplify our campaigns across digital and retail touchpoints.

"More importantly, they help us create shareable, memorable experiences — which is increasingly important in today’s highly visual and socially connected landscape," he said. While unable to disclose specifics, customers can "definitely expect more exciting and relevant collaborations in the near future," added Tay. 

Leveraging digital touchpoints 

To drive buzz, Baskin-Robbins also worked with a roster of influencers, alongside partnerships with key media publishers and targeted digital advertising. However, Tay noted that organic engagement has been the real game changer.

“What truly sets this campaign apart is how it’s taken off organically. Every detail was thoughtfully designed to reflect Kuromi’s personality, from the products to the in-store experience,” Tay said. Notably, the outlet takeovers have helped bring Kuromi’s diner-inspired world to life, offering customers an immersive brand experience that extends far beyond just product innovation.

In Malaysia, fans can immerse themselves in the full Kuromi experience at Baskin-Robbins outlets in The Exchange TRX, Sunway Pyramid, Mid Valley Southkey, Aman Central, and Desa ParkCity. Meanwhile in Singapore, City Square Mall is the exclusive location featuring the Kuromi diner-themed decor.

As the Kuromi campaign rolls out across Malaysia and Singapore, Golden Scoop continues to show that ice cream and pop culture make a perfect pairing, blending flavour with fandom in every scoop. Beyond Kuromi and earlier collaborations like Quby, the brand has launched several buzzworthy campaigns, including its playful “BR-KIN bags” for Mother’s Day, which turned luxury handbags into ice cream cakes.

Earlier this year, in conjunction with the Raya and Ramadhan season, the brand also introduced its Dubai Chocolate Royale line, driving strong social media engagement through strategic influencer partnerships and media collaborations.

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