Local brand calls out UNIQLO SG over surprising 'cai fan' merch resemblance

Uniqlo Singapore is once again drawing comparisons to a local label. This time over a customisable mixed rice keychain released as part of its recent “Thank you festival” activation.

Running until 29 May, the campaign rewarded customers who spent S$100 or more at its Orchard Central and Jewel Changi Airport stores with a plate-shaped keychain that could be filled with acrylic “dishes” selected on-site. The idea struck a chord with fans of PointyRice, a homegrown brand known for its mixed rice-themed merchandise.

Founded by actress and storyteller Caitanya Tan, PointyRice offers customisable stickers featuring local cai fan dishes, which customers can mix and match on a plate base, a concept that many pointed out bore strong resemblance to Uniqlo’s execution.

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In an Instagram post, Tan acknowledged the likeness, noting that multiple followers had flagged the similarities. However, the founder took a thoughtful and constructive stance. “To Uniqlo, I say, thank you for putting Singapore’s beloved mixed rice culture on the map. For a lot of Singaporeans, 'cai fan' ('mixed rice') is life. It’s chaotic, colourful, something a lot of us grew up eating. It absolutely deserves its spotlight," she said.

While Tan clarified that PointyRice is not accusing the global retailer of copying, she admitted the resemblance came as a surprise, particularly after her team had previously explored a potential collaboration with Uniqlo.

“To Uniqlo, if this ever reaches you, we still look forward to a collaboration, because we believe there’s room for all of us to honour local stories in meaningful ways, and we have a whole buffet of original ideas to help serve that mission together,” she added.

Speaking to MARKETING-INTERACTIVE, Tan said PointyRice’s goal has always been to celebrate Singapore’s food culture through playful, inclusive storytelling. While the brand started with cai fan, it will soon expand into other beloved dishes such as 'nasi padang' ('mixed rice') and nasi kandar ('mixed rice').

“We’re just a small company trying our best. The uncanny similarity is undeniable, because before us, no one made cai fan the hero product or created an experiential pop-up to celebrate it. So yes, people were surprised. But they’ve also been incredibly supportive, and we’re very grateful," said Tan. 

Tan also confirmed that the brand does not intend to pursue the matter further and will remain focused on its core mission of uplifting local culture in joyful, creative ways.

In conversations with MARKETING-INTERACTIVE, a Uniqlo spokesperson said, "A long-time supporter of the arts and creativity, UNIQLO is aware of an ongoing conversation, and values all perspectives shared. As is our standard practice, UNIQLO commenced planning for its customisable mixed rice keychain several months prior to its launch through our Thank You Festival. This item is part of a global trend of customisable accessories and follows other customisable gift items created by UNIQLO in Singapore in previous years."

"To our knowledge, UNIQLO did not receive any collaboration proposals from local artists or illustrators related to the ‘mixed rice’ customisation. We remain committed to celebrating Singapore’s culture with local talents and brands," the spokesperson added. 

According to media intelligence firm Truescope, public response online was mixed. Some netizens said the resemblance between Uniqlo’s keychain and PointyRice’s stickers was minimal as one is a sticker, the other a keychain. Others argued the cai fan concept itself wasn’t proprietary and noted the close launch timelines.

Additionally, some commenters joked that cai fan stall owners should be the ones calling both brands out. Others, however, felt the similarity was hard to ignore and expressed support for PointyRice, with a few noting the brand gained welcome exposure from the comparison.

This comes just days after Uniqlo copped flak for its food-themed tees for its latest UTme! collection. The collection pays tribute to the nation's beloved local dishes such as laksa, chilli crab, chicken rice and kaya butter toast amongst others. 

In Uniqlo's Instagram comments, social media users pointed out that the collaboration was similar to Singaporean label Musoka Club's "Dress code: Kopitiam edition" collection which launched in July 2023. 

Musoka Club’s collection features the same five dishes as Uniqlo’s collection. The founder who identifies as Elaine told The Straits Times the resemblance was “too similar” to ignore, especially given the shared design elements such as illustrated arrows and brief food descriptions. 

Elaine added that customers also messaged Musoka Club, confused about whether the Uniqlo collection was a collaboration with the local brand.

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