KUALA LUMPUR, 24 July 2026 – Malaysian award-winning mille crepe brand Vanilla Crepe has entered into a strategic collaboration with character intellectual property (IP) brand Shiba Says, marking a new chapter in experiential dining by combining handcrafted desserts with storytelling, collectibles and lifestyle experiences.
The partnership was formalised through the signing of a Memorandum of Understanding (MOU) during Franchise Expo Malaysia 2026 at the Kuala Lumpur Convention Centre (KLCC).
More than a conventional licensing collaboration, the partnership aims to create immersive consumer experiences through limited-edition desserts, exclusive collectibles, themed packaging, gifting concepts, retail activations and other IP-driven initiatives. Together, both brands seek to transform an everyday dessert purchase into an experience that customers can enjoy, share and treasure.
As consumer expectations continue to evolve, brands are increasingly looking beyond product quality and price to create stronger emotional connections through meaningful experiences.
“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,” said the Founder of Vanilla Crepe.
“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.”
For Vanilla Crepe, the collaboration reflects its continued evolution from a premium dessert brand into a broader lifestyle and celebration brand. For Shiba Says, the partnership opens new opportunities to bring its character universe into the F&B space through engaging, real-world consumer experiences.
Beyond enhancing customer engagement, the collaboration also presents new commercial opportunities for the F&B and franchising sectors. IP-led product launches have the potential to drive store traffic, encourage repeat purchases and introduce both brands to new customer communities. Fans of Shiba Says may discover Vanilla Crepe through the collaboration, while existing Vanilla Crepe customers can be introduced to the growing culture of collectibles and character-driven experiences.
“The future of F&B is not only about food, and the future of IP is not only about merchandise,” the Founder added.
“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 collaboration also highlights how Malaysian-grown brands can leverage creative partnerships to strengthen their market presence and explore regional growth opportunities. Although Vanilla Crepe and Shiba Says originate from different industries, both brands share a common vision of creating memorable experiences that resonate with consumers beyond the point of purchase.
“Today we are signing an agreement. What excites us most is what comes after, creating experiences people will want to queue for, photograph, share, collect and come back for,” the Founder said.
Following the signing, both brands are expected to unveil a series of Shiba Says × Vanilla Crepe concepts progressively under the collaboration’s shared proposition, “Sweet Moments, Made Collectible.”
For Vanilla Crepe, celebrations have always begun with cake. Through this collaboration with Shiba Says, those celebrations may soon become lasting keepsakes long after the final slice has been enjoyed.
