Still a work in progress? ZUS Coffee made it collectible

In a world that rarely slows down, ZUS Coffee is leaning into a sentiment many young adults know all too well— that nobody really has everything figured out.

The brand has launched its latest regional campaign, “ZUS BUDDY: Work in progress”, a concept built around the idea that growth is ongoing, adulthood is messy, and everyone is still figuring things out along the way.

At its core, the campaign reflects a shared reality among today’s working generation, where balancing responsibilities, expectations and personal goals often comes with an invisible mental load.

“There is a shared experience in how we figure things out as they go, whether in our personal or professional lives. We recognise that growth is never linear, and, in many ways, we believe this reflects the journey our customers are on,” said Venon Tian, group chief operating officer of ZUS Coffee.

“At ZUS Coffee, we are constantly evolving, learning, and building alongside the communities we serve, and ZUS BUDDY: Work in Progress reflects that shared experience," he added. 

As part of the campaign, ZUS Coffee has introduced the “Kinda adult meal”, a Malaysia-exclusive menu set that playfully reframes the idea of kids’ meals for grown-ups.

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Each set comes with a drink, a food item, and an exclusive “ZUS BUDDY: Work in progress” collectible figurine, blending food, fandom and emotional storytelling into a single experience.

The concept taps into the humour and relatability of “adulting”, positioning everyday coffee breaks as small moments of comfort in an otherwise fast-moving routine.

Expanding beyond Malaysia, the new collectible series has rolled out across Malaysia, Singapore, the Philippines, Brunei and Thailand from 3 June 2026.

The collection features characters inspired by familiar working life archetypes, including Blue Buddy, Pinky Boo, Frappe Fren, Bean Boss, Choco Chipster and Porta Pal, each depicted in different “work modes” that mirror modern routines and moods.

Adding an element of surprise, the series also introduces two secret characters, Zen Cha and Mama Puff, designed to deepen engagement among collectors and fans. A separate Grab-exclusive character, Grab Buddy, is also available for orders placed via the GrabFood app.

The collectibles are included with purchases of ZUS Handcrafted Drinks, excluding frappes, with campaign details and availability varying by market.

At its heart, the campaign positions ZUS Coffee not just as a beverage brand, but as a daily companion through the ups and downs of modern life. Through “ZUS BUDDY: Work in progress”, the brand frames growth not as a destination, but as something that unfolds one coffee break at a time.

ZUS Coffee first introduced the regional "Work in progress" campaign at the end of May, reminding consumers that progress is still progress, even if life does not always feel that way.

With the launch came the release of a short film “Work in progress”, which follows two children, Adam and Amelia, navigating the realities of corporate life. Set in an office environment, the pair are thrown into familiar adult situations that reflect burnout, pressure and quiet frustration.

Amelia is seen presenting a report at a board meeting to colleagues who dismiss her findings, before later staying back past 6pm to meet a midnight deadline set by her boss. Meanwhile, Adam works under the watchful eye of an overbearing colleague determined to ensure he stays productive. While co-workers discuss KPIs in the pantry, Adam quietly sips a ZUS Coffee while counting down the minutes until he can leave the office.

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