Pizza Hut taps Pop Mart's Molly for a youth-driven, collectible-powered brand play

Pizza Hut Indonesia has launched its first-ever collaboration with Chinese global collectibles giant Pop Mart, debuting a vibrant cross-category campaign titled “Slices of joy with Molly.” The initiative brings Molly - Pop Mart’s character - into Pizza Hut’s menu innovation, merchandising, and experiential activations running nationwide until early 2026.

The partnership marks Pizza Hut’s latest move to stay embedded in youth culture, combining flavour experimentation, character licensing, and the rising appetite for IP-driven F&B experiences among Gen Z.

“This collaboration represents Pizza Hut Indonesia’s commitment to delivering culinary experiences that are creative and relevant to today’s lifestyle, while reaffirming our role in being present in moments of togetherness. Through ‘Slices of joy with Molly’, we want to bring Molly’s cheerful energy into the dining experience. We hope every dish becomes a reminder to have fun, share stories, and create exciting moments with loved ones,” Astari Fitriani, head of brand and innovation at Pizza Hut Indonesia, said.

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The collaboration enters a market where crossovers between foodservice brands and pop-culture IP are accelerating. Molly, a character with a strong fandom across Asia, offers Pizza Hut a strategic gateway into this high-engagement space.

“As Pop Mart’s iconic figure, Molly is known for being confident, imaginative, cheerful, and always adding colour wherever she appears. Seeing Molly at the dining table with Pizza Hut Indonesia is very exciting for us. We hope this campaign introduces a new way for fans to enjoy Molly - not only through collectible figures but also through dishes that feel ‘so Molly’,” said Pop Mart Indonesia’s marketing manager, Salli Sabarrang.

The limited-edition menu spans pizza, pasta, drinks, and desserts - each crafted to reflect Molly’s expressive and colourful identity, while tapping into trending flavour profiles.

This ranges from the pink-hued Molly’s Pink Pizza and flower-shaped Pink Blossom Pizza to pasta options that play with matcha, cheddar and crispy chicken. The drinks lean into Molly’s signature green through two matcha-led creations, while the dessert range pushes bolder boundaries with Musangking durian pizzas and melts.

“All the special Molly menus are presented with a playful, colourful, and social media-worthy concept. Every dish represents Molly’s imaginative, expressive, and vibrant character, designed to deliver a multisensory experience that looks attractive, tastes delicious, and complements moments of togetherness,” Pizza Hut Indonesia senior research and development representative Helena Gunawan explained.

Every special-menu purchase grants access to exclusive Molly merchandise. Customers can opt for the Molly’s Treat bundle, including stickers and bag charms, or pursue the Top Spender programme via Pizza Hut’s website and app.

To extend the campaign into offline engagement, Pizza Hut is rolling out “Slices of joy with Molly” roadshows across major malls in Jakarta from November 2025 through early 2026, targeting holiday traffic with interactive installations tailored for fans and families.

“Through ‘Slices of joy with Molly’, we invite Indonesians to celebrate the year-end season with Pizza Hut Indonesia by enjoying Molly’s special-edition menus and collecting the exclusive merchandise. We hope this campaign becomes part of the joy and togetherness of Indonesia’s holiday moments,” Fitriani concluded.

At the same time, Pop Mart announced the opening of its 10th Indonesian store at Grand Indonesia, a 163 m² space designed to bring its signature IPs - including Molly, DIMOO, and SKULLPANDA - closer to a wider community of young professionals, trendsetters, art lovers, and pop culture fans, positioning the new outlet not just as a retail site but as an immersive creative destination.

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