If you love cakes, cute cats, and collectables, you’re in for a treat. To mark Secret Recipe’s 28th anniversary and celebrate Merdeka and Malaysia Day, Malaysia’s most beloved café chain is joining paws with homegrown character brand Bichi Mao to launch its biggest collaboration yet: “Sweet Mao-ments”, a three-month nationwide campaign starting 15 August 2025.
The collaboration transforms selected Secret Recipe outlets into Bichi Mao wonderlands, complete with adorable store décor, exclusive desserts, and a line of limited-edition collectibles designed to bring joy to fans of all ages.
“Growing up, Secret Recipe was a special part of our childhood memories. Collaborating with them feels incredibly surreal and meaningful. Together, we’ve created designs for cake boxes, collectibles, and also cake counter stickers, and to do it with a brand that holds so much meaning for Malaysians makes it all the more special. This collaboration truly is a dream come true,” said Olive Yong, Founder of Bichi Mao, and Co-Founder, Wee Lim.
What to Expect: Cutest Collab of the Year
Paw-some Store Décor: Walk into Secret Recipe’s most whimsical makeover yet. Think Bichi Mao floor standees, cake counter stickers, and playful decals on glass windows and doors.
Cake Boxes to Claw-lect: Bichi Mao makes an appearance on special edition boxes for whole cakes, slice cakes, and platinum cakes – Mao-velous for gifting (or to keep for yourself!).
Maomi-approved Kids’ Menu: Mealtimes are now more Mao-gical with a refreshed kids’ menu featuring Bichi Mao-themed delights, themed serviettes, meal trays, toppers, and a paper crown!
Limited-Edition Panna Cotta: Bichi Mao-themed, adorable, and Insta-worthy, these RM16 treats are available at selected outlets only.
How to Get the Limited Edition Mao-chandise
From 15 August to 15 November, customers can redeem exclusive Secret Recipe x Bichi Mao merchandise with purchases:
- Free sticker sheet with any main course
- Additional monthly collectible sticker packs for SR Rewards members
- Spend minimum RM40 to redeem rotating monthly special merchandise like postcards, car stickers, and keychains
- Buy any whole cake to receive a free magnet
There are also these exclusive Secret Recipe x Bichi Mao Cat-in-a-Cake Plush Keychains (RM50 each or RM28 with 2 slice cakes):
- Mao-Cadamia (15 Aug – 14 Sept)
- Choco-Mao (15 Sept – 14 Oct)
- Mao-Velvie (15 Oct – 15 Nov)
Though they are only here temporarily, they are adorable.
Also available for purchase are enamel pins at RM18 each and cake topper sets at RM8 each for fans who want to complete the full collection.
“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.”
-Patrick Sim, Group CEO of Secret Recipe
This campaign is more than a feel-good partnership – it’s a celebration of local creativity, community nostalgia, and Malaysian-made icons. Both the Secret Recipe and Bichi Mao brands have grown from grassroots beginnings to national recognition, and their combined fanbases make this a milestone moment for F&B-meets-pop-culture collaborations in Malaysia. For more information, visit www.secretrecipe.com.my.
