Vanilla Crepe partners with Shiba Says to launch collectible desserts, themed packaging and IP-led experiences, blending food, storytelling and fan culture.
MALAYSIAN mille crepe brand Vanilla Crepe is expanding beyond desserts through a new strategic collaboration with character intellectual property (IP) brand Shiba Says, aiming to transform everyday cake purchases into memorable, collectible experiences.
The partnership was formalised with the signing of a Memorandum of Understanding (MoU) during Franchise Expo Malaysia 2026 at the Kuala Lumpur Convention Centre (KLCC).
Rather than simply featuring a popular character on product packaging, the collaboration will explore limited-edition desserts, exclusive collectibles, themed packaging, gifting concepts and immersive retail activations designed to appeal to both food lovers and collectors.
The initiative reflects a growing trend among consumer brands to focus on emotional engagement alongside product quality.
“Today, making a good product is no longer enough. Products and packaging can be replicated, and prices can always be challenged. What is much harder to replicate is emotional connection.
“Vanilla Crepe has always been part of people’s celebrations, while Shiba Says creates characters people connect with emotionally. Bringing these worlds together allows us to rethink what an F&B experience can become,” said Vanilla Crepe founder.
For Vanilla Crepe, the collaboration marks another step in positioning itself as more than just a dessert brand by expanding into lifestyle and celebration-driven experiences.
Meanwhile, the partnership provides Shiba Says with a platform to bring its characters into the food and beverage space, creating new touchpoints for fans beyond traditional merchandise.
Beyond creating unique customer experiences, the collaboration is also expected to provide commercial opportunities for franchise operators by attracting new audiences and encouraging repeat visits through exclusive IP-driven launches.
A Shiba Says fan may discover Vanilla Crepe for the first time, while existing Vanilla Crepe customers could be introduced to the world of collectibles, allowing both brands to expand their respective communities.
“The future of F&B is not only about food, and the future of IP is not only about merchandise.
“Products can become experiences, experiences create stories, and stories build communities. That is where we believe the next generation of brands will create value,” the founder added.
The partnership also highlights how Malaysian-grown food and beverage brands can collaborate with creative IP partners beyond their traditional markets to reach wider audiences and explore regional opportunities.
Although the two brands come from different industries, they share a common goal of creating experiences that resonate with consumers.
“Today we are signing an agreement. What excites us is what comes after — creating experiences people will want to queue for, photograph, share, collect and come back for,” the founder said.
The first Shiba Says × Vanilla Crepe concepts are expected to be unveiled progressively following the collaboration.
The partnership will carry the tagline, “Sweet Moments, Made Collectible,” reflecting the brands’ shared vision of turning celebrations into lasting keepsakes.
