KFC Malaysia gets ‘geram’ over Mofusand

KFC Malaysia is giving Japanese character brand Mofusand a local twist with a limited-edition collection of plushies, charms, stationery and lifestyle merchandise inspired by its best-loved menu items.

The collection, under the campaign “Express your inner geram”, taps into the Malay word used to describe the irresistible urge to squeeze or fuss over something cute. Mofusand’s playful cats are reimagined alongside KFC favourites, including its iconic bucket, drumstick, egg tart, Zinger and cheezy wedges.

"At KFC, we always want to create brand experiences that Malaysians can relate to and enjoy. 'Geram' felt natural because it’s what many of us say when we see something too cute to resist," Hanim Mazam, chief marketing officer KFC Malaysia, told A+M. 

"Pairing Mofusand’s popular, playful characters with our KFC favourites brings that 'cuteness overload' feeling to life. We’re extending that 'geramnya' feeling beyond the collectibles through our themed restaurants and planned customisable tote bag experience, in order to give fans more ways to join in the fun and take home something they love," she added. 

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At the heart of the collection are plush keychains available in three designs: the KFC bucket, drumstick and egg tart. An eight-inch bucket plush is also available at selected restaurants, while stocks last.

Selected merchandise can be purchased at special prices through purchase-with-purchase (PWP) offers with any KFC purchase. Customers ordering a Chicky Meal will also receive a sticker sheet and notebook, with new designs released weekly.

The collection will expand to include tote bags featuring the bucket, drumstick, Zinger and cheezy wedges, giving fans more ways to carry the collaboration beyond the collectibles.

Beyond the merchandise, KFC Malaysia is bringing the Mofusand theme into its restaurants. Themed decorations are available at KFC One Utama, KFC Queensbay Penang and KFC Mid Valley Southkey in Johor.

The collaboration is licensed through Spiralcute, a Tokyo-based character management agency that also represents Chiikawa and Koupen Chan. KFC Malaysia is operated by QSR Brands, which is majority-owned by Johor Corporation and the Employees Provident Fund.

KFC Malaysia has been leaning on collectibles and characters for a while. In July 2025, it launched “Kepcibara”, a trio of capybara plushies sold in blind boxes, developed with Naga DDB Tribal. It also dropped a Raya clothing set for cats. 

The Mofusand tie-up shifts from an in-house character to a licensed one, and from plushies alone to a wider range of everyday items, at a time when brands are turning plushie drops into a tool for staying relevant.

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