Juniper
Evelyn Lee, Head of Marketing at Secret Recipe; Patrick Sim, Group CEO of Secret Recipe; Olive Yong, Founder of Bichi Mao; Wee Lim, Co-Founder of Bichi Mao, at the collaboration launch to commemorate the partnership between Secret Recipe and Bichi Mao, along with the Bichi Mao mascot
Shoutout to all cat-lovers, celebrate Sweet Mao-ments with Secret Recipe! In honour of National Day, Malaysia Day, and Secret Recipe’s 28th Anniversary, Malaysia’s beloved cake café chain is finally revealing its biggest collaboration initiative for the year! The collaboration will be running for three whole months to celebrate the season.
Teaming up with homegrown character IP, Bichi Mao, both brands will be launching an exclusive line-up of limited-edition Secret Recipe x Bichi Mao merchandise – specially curated to reward their new and loyal customers. Available from 15 August to 15 November 2025, selected Secret Recipe outlets nationwide will also be transformed with Bichi Mao-themed makeovers, and customers will be treated to exclusive surprises and collectibles as they create their “sweet mao-ments” with family and friends.
“We’re incredibly proud of this collaboration with Bichi Mao. It is creative, charming, and full of character. More importantly, 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.”
“Growing up, Secret Recipe was a special part of our childhood memories,” said Olive Yong, Founder of Bichi Mao, and Co-Founder, Wee Lim. “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.”
Highlights of the collaboration include:
Paw-some Store Décor: Step into a world of wonder with Bichi Mao-themed decorations at selected Secret Recipe outlets, including floor standees, cake counter stickers, and playful decals on glass doors and windows.
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!
In addition to the above, customers of all ages can enjoy Bichi Mao-themed Panna Cotta desserts. Cute, sweet, and totally Insta-worthy, these jiggly treats are only available at selected outlets for RM16.
Limited-edition Mao-chandise: From 15 August to 15 November, prepare for a paw-sitively delightful experience as customers can redeem exclusive Secret Recipe x Bichi Mao merchandise for free! Here’s how:
- Customers who purchase any main course will receive a Free Sticker Sheet; for SR Rewards members, you will receive an additional Monthly Collectible Sticker Pack that comes in a different design each month.
- Monthly Special Merchandise including postcards, car stickers, and keychains, will be available on rotation for customers who spend a minimum of RM40 to redeem
- Free Magnet with any whole cake purchased throughout the three months
Exclusive Secret Recipe x Bichi Mao Cat-in-a-Cake Collectibles: Snag these exclusive Secret Recipe x Bichi Mao cat-in-a-cake plush keychains for RM50 each, or at RM28 each with any two sliced cakes purchased. They are cute, but only here for a limited time.
Each month, a new cat-in-a-cake plush keychain joins the lineup: Go nuts for Mao-Cadamia from 15 August to 14 September, savour Choco-Mao from 15 September to 14 October, and fall head over paws for Mao-Velvie from 15 October to 15 November. Stocks are limited, hurry up before they are gone!
Last but not least, throughout the campaign period, there will be enamel pins sold at RM18 each, while cake topper sets are at RM8 each, open for everyone to purchase.Whether you are a loyal Secret Recipe diner, a devoted Bichi Mao fan, or someone who loves cute cats and delicious cakes, this collaboration invites everyone to savour simple joys, create lasting memories, and celebrate the local brands that make Malaysia truly special. For more information, visit www.secretrecipe.com.my
