Secret Recipe brings Bichi Mao in-store for feline-filled anniversary campaign

Malaysian cake chain Secret Recipe has teamed up with homegrown cat character Bichi Mao for a three-month campaign that blends desserts, nostalgia, and a heavy dose of cuteness. Timed to coincide with National Day, Malaysia Day, and Secret Recipe’s 28th anniversary, the partnership marks one of the brand’s most expansive in-store collaborations to date.

Running from 15 August to 15 November 2025, the initiative will see selected Secret Recipe outlets nationwide transformed with Bichi Mao-themed décor and experiences. Customers can expect everything from special cake packaging to playful store visuals, as well as limited-time merchandise and desserts that centre on the popular feline character.

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The campaign is designed to appeal to both loyal customers and a younger audience increasingly drawn to character IPs and lifestyle storytelling. It also reflects Secret Recipe’s strategy to inject local flair into its branding while deepening emotional engagement across different generations of Malaysian diners.

“This partnership reflects our passion for supporting local brands, much like Secret Recipe’s own journey,” said Patrick Sim, group chief executive officer of Secret Recipe. “Whether you’re here for the cakes or the characters, we hope to offer something that sparks joy while staying true to our Malaysian roots.”

The collaboration taps into Bichi Mao’s growing popularity among local and regional fans. Created by Olive Yong and Wee Lim, the character has amassed a strong online following with its emotionally driven webcomics and animations.

Yong described the collaboration as a full-circle moment. “Growing up, Secret Recipe was a special part of our childhood memories,” she said. “To now co-create designs for cake boxes, collectibles and store visuals with a brand so rooted in the Malaysian experience feels incredibly surreal.”

Throughout the campaign period, customers will be able to redeem exclusive merchandise with their meals, including monthly sticker packs, car decals, keychains and magnets. A series of plush “cat-in-a-cake” collectibles, featuring punny characters like 'Mao-Cadamia', 'Choco-Mao' and 'Mao-Velvie', will also be available for purchase or redemption while stocks last.

Secret Recipe is also introducing a Bichi Mao-themed kids' menu and a limited-edition panna cotta dessert designed with visual appeal in mind. The brand is betting on the Instagram-worthiness of the products to drive online chatter, while the collectibles aim to encourage repeat visits across the three-month window.

Earlier this month, fellow F&B brand Baskin-Robbins Malaysia, also tapped IP character, Sanrio’s fan-favourite character Kuromi, to blend sweet treats with playful aesthetics in a campaign designed to captivate younger consumers.

The brands, operated by Golden Scoop, transformed select outlets into Kuromi-themed diners, launched exclusive merchandise, and rolled out limited-edition cakes and ice cream flavours to celebrate the partnership, part of an ongoing strategy to remain culturally relevant and spark deeper emotional engagement with fans.

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