Secret Recipe has partnered with Malaysia’s popular feline icon, Bichi Mao, for a three-month celebration that combines cakes, creativity, and collectibles into a single experience.
Timed with Merdeka, Malaysia Day, and the brand’s 28th anniversary, the homegrown cake chain rolled out its largest collaboration of the year from 15 August to 15 November 2025, featuring exclusive offerings at select outlets across the country.
In an exclusive interview with Evelyn Lee, head of marketing at Secret Recipe Cakes and Café Sdn Bhd, she noted that this is the biggest collaboration initiative Secret Recipe has planned for the year, with multiple touchpoints across the three months that this campaign will be taking place.
“We had to coordinate and work with 365 of our outlets to ensure everything ran smoothly, which is no small accomplishment for the brand,” she said.
What’s in this collaboration?
As part of the “Sweet Mao-ments” campaign, Secret Recipe introduced a specially designed cake box that blends the brand’s cakes with the playful charm of cats. The design process went beyond simple illustration, taking into account how the character elements could be aligned with Secret Recipe’s brand identity.
In addition, a number of outlets across the country have been given Bichi Mao-inspired makeovers. These locations were selected based on feasibility and customer reach, creating an experience that caters to both loyal patrons and new visitors.
The three-month collaboration also features monthly exclusive collectibles, giving diners fresh surprises with every visit. Complementing this are a themed kids’ menu and limited-time desserts, available until November 15.
For Evelyn, this collaboration was made possible by coordinating and working with 365 of their outlets to ensure everything ran smoothly, which is no small accomplishment for the brand.
“Behind the scenes, our discussions with Bichi Mao started last year. Working with a strong homegrown character IP was a ‘first’ for us, and it took tremendous creativity and teamwork for both parties to turn our ideas into reality,” she said.
On collaboration with local brands
Given that this collaboration was also launched in the days leading up to Merdeka, Evelyn stated that through this collaboration, they want to tell their customers: “We’ve been part of your story, and we’re still here, growing alongside you.”
Moreover, championing local brands and creativity has always been part of Secret Recipe’s DNA, and this partnership with Bichi Mao is no exception.
“Bichi Mao’s slice-of-life webcomics resonate with Malaysians in a way that is nostalgic and relatable, much like how Secret Recipe cakes remind our customers of meaningful moments with family and friends,” Evelyn said.
She also described that the campaign draws on the cross-generational appeal of collectible culture, while the nostalgic and lighthearted qualities associated with both Secret Recipe and Bichi Mao position it as an experience designed to resonate with all age groups.
“After all, sweetness and cuteness are hard to resist,” she remarked.
Moreover, the collaboration’s kids’ menu and themed décor also emphasise a family-friendly atmosphere, with the campaign being structured to engage a wide spectrum of audiences — spanning children, teenagers, young adults, families, cat enthusiasts, and long-time patrons of Secret Recipe.
“This is our most extensive visual and thematic transformation to date. From customised store visuals and themed kids’ menu to a full suite of exclusive merchandise, it’s a 360° collaboration that engages customers of all ages. It’s not just a promotion, it’s an immersive brand experience that brings joy and surprise at every touchpoint,” Evelyn explained.
Advice on pop culture collabs
When asked for her advice to brands that are looking into venturing into these sorts of collaboration and tie-ups to boost not only brand presence but also local talent, Evelyn said, “Cross-collaborations help us connect with new audiences while bringing something fresh and exciting to our loyal customer base. It’s a strategic way to stay culturally relevant, spark conversations, and keep the dining experience at Secret Recipe fun and dynamic.”
She concluded, “With that said, every collaboration needs to be grounded in purpose. Be clear about what your brand stands for before choosing who to partner with. When the values of both brands align, the collaboration feels authentic to our target audience, creates genuine impact for our partners, and allows local brands to shine together.”
