Mamee Monster goes full crunch with streetwear drop and burger collab

Mamee Monster is celebrating Singapore’s 60th birthday with a marketing push that blends nostalgia with local cool.

Under the “Mamee & Me: Our SG60 story” banner, Mamee Monster is repositioning the childhood snack as a multigenerational cultural touchpoint, with new packaging and a series of limited-edition collaborations with local names Musoka Club and Smashed.

Central to the activation is a nationwide puzzle hunt kicking off in August 2025. Specially marked Mamee Monster family packs will contain one of 10 collectible puzzle pieces. The first 10 fans to complete the full set can redeem a goodie bag, which includes a limited-edition Mamee x Musoka Club T-shirt and a Monster Smashed chicken burger bundle meal.

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The next 30 consumers to collect any five different puzzle pieces will receive a 20% discount voucher valid for either collaboration item. The campaign is designed to drive repeat purchases, in-store discovery and social sharing, with rewards while stocks last.

The fashion collaboration with streetwear label Musoka Club aims to turn childhood nostalgia into wearable culture, with a T-shirt design that taps into sensory memory and playful local references. The collection dropped online via pre-order and retails at SG$59 (white) and SG$79 (black).

In F&B, Mamee is partnering with viral burger joint Smashed to launch a limited-time Monster Smashed chicken burger, coated in crunchy Mamee noodles. The item, which gained early buzz thanks to American streamer iShowSpeed’s viral visit to the brand’s Arab Street outlet, will be available for SG$11.90 à la carte or SG$14.90 as a bundle.

Mamee’s refreshed packs, featuring the new look and puzzle hunt mechanic, will be available at NTUC FairPrice and Giant supermarkets from 1 August. The campaign is supported by social content and influencer engagement through @mameemonstersg across Instagram and Facebook.

The integrated campaign is designed to reintroduce Mamee Monster to younger consumers while reinforcing its emotional relevance among older audiences, positioning the brand as both a nostalgic staple and a playful part of modern culture.

While Mamee Monster is no stranger to limited-edition releases, this gamified puzzle hunt marks a relatively new direction for the brand. In the past, it has dabbled in nostalgic packaging revamps to mark cultural milestones.

In 2023, Mamee released retro-inspired packs in memory of its late founder, Datuk Pang Chin Hin, as part of a campaign titled “The Mamee Monster’s World of Nowstalgia.” The campaign tapped into Singaporeans’ childhood memories, reintroducing the brand’s original 1970s design and including surprise stickers — a nod to the free gifts Mamee Monster once included in its snack packs.

According to the company, the goal was to retain the charm of the old monster packs while reimagining them for a new generation. With SG60, Mamee is now extending that nostalgia strategy into an interactive brand experience, inviting fans not just to remember the past, but to play an active part in it.

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