Keeta debuts new mascot to blend global vision with local vibes

Keeta, a food delivery brand under Meituan, has unveiled its new mascot, KiKi—a lively cheetah inspired by the "cheetah" origins of the Keeta name. KiKi represents the speed, stamina, and forward-thinking spirit that define the brand.

With its sonic ears, friendly smile, and balancing tail, KiKi symbolises Keeta’s attentive listening, passionate service, and reliable delivery, according to the brand. 

The character is developed through extensive cross-market research and collaboration among Keeta's brand marketing and creative design teams in Hong Kong, Brazil, and the Middle East. The teams discovered a universal insight: customers are drawn to "sunshine warmth", a sense of comfort and positivity that now forms the core of KiKi’s visual identity.

Beyond Hong Kong, Keeta has also launched in the Middle East and Brazil. KiKi will accompany the brand as it expands into international markets, fulfilling its mission: “We help people eat better, live better” (幫大家吃得更好，生活更好).

To resonate with local audiences, KiKi’s launch in the Hong Kong market has been infused with elements of the vibrant local food culture. Special editions of KiKi feature iconic local delicacies such as pineapple buns, iced lemon tea, and clay pot rice. Through these adaptations, KiKi’s image becomes distinctly local, deepening its connection with the community and making the mascot even more relatable to Hong Kong consumers.

To celebrate the launch of KiKi and welcome the Chinese New Year, Keeta has introduced a special collection of limited-edition merchandise, including festive red envelopes and couplets featuring the KiKi design to elevate the holiday spirit.

From 5 to 18 February, Keeta will also offer a promotion where customers who place takeaway orders of HK$150 or more can enter to win tickets to “The Big Bounce World Tour in Hong Kong,” sponsored by Sun Life Hong Kong.

The venue will feature various KiKi-themed installations, such as a giant tumbler and an interactive award stage. Ticket winners can also post content highlighting Keeta elements on Xiaohongshu or Instagram to redeem KiKi merchandise for free.

“KiKi is more than a mascot—it’s a warm, friendly expression of what Keeta stands for. From the smile inspired by our logo to the golden tones that tie back to our brand family, every detail of KiKi is crafted to feel optimistic, familiar, and full of life. We wanted a character customers instantly recognise—and genuinely enjoy welcoming into their everyday moments,” said Keeta's spokesperson. 

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Back in October last year, Keeta introduced the "Keeta Premium" category as part of its strategy to expand into the mid-to-high-end dining market and address consumer demand for high-quality takeout services.

By featuring a curated selection of over a thousand restaurants, including Michelin-starred ones, the new section reflects Keeta’s commitment to diversifying its product offerings, according to the release. The brand has added hundreds of restaurants and plans to continue expanding this year. By upgrading services, carefully selecting restaurants, and innovating experiences, Keeta aims to offer consumers a diverse takeout service that combines quality with a sense of ritual.

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