In a move that reimagines the intersection of food, art, and fandom, award-winning Malaysian mille crepe brand Vanilla Crepe has announced a strategic collaboration with beloved character IP brand Shiba Says. This partnership, formalised through a Memorandum of Understanding (MOU) at the Franchise Expo Malaysia 2026, signals a new era for F&B by weaving together storytelling and collectible culture.
The alliance between Vanilla Crepe and Shiba Says represents more than a simple licensing deal. It is a deep dive into creating limited-edition desserts, exclusive collectibles, themed packaging, and immersive retail activations. By transforming an everyday dessert purchase into a shareable and collectible event, the collaboration aims to build a new kind of emotional value for consumers .
Beyond the Product: Building Emotional Connections
This collaboration reflects a significant shift in the modern consumer landscape, where brand loyalty is increasingly driven by experience and emotional resonance, not just product quality.
“Today, crafting an excellent product is simply the starting point. Recipes and packaging can be imitated, and prices are always undercut. What cannot be easily replicated is the emotional bond with a customer,” said Nelson Liew, the Founder of Vanilla Crepe. “Vanilla Crepe has long been a part of life’s sweetest celebrations, while Shiba Says has built a universe of characters that people genuinely adore. By merging our worlds, we are creating a new blueprint for the F&B experience.”
For Vanilla Crepe, this partnership is a strategic step in its evolution from a premier dessert provider into a holistic celebration and lifestyle brand. For Shiba Says, it provides a tangible, delicious new canvas to expand its character-driven storytelling into the physical consumer space.
A New Playbook for F&B and Franchising
The partnership also offers significant commercial potential, particularly for franchise operators. By leveraging the power of Shiba Says’ IP, the collaboration is designed to drive foot traffic, encourage repeat visits, and attract new demographics. A fan of the Shiba Says character might discover Vanilla Crepe for the first time, while a Vanilla Crepe loyalist could be introduced to the world of collectibles, creating a powerful cross-pollination of communities.
“The future of F&B isn’t just about the food, and the future of IP isn’t just about merchandise,” Nelson Liew (Vanilla Crepe Founder) added. “This collaboration demonstrates our belief that products can evolve into experiences, experiences can create stories, and stories can build vibrant communities. That’s where the next generation of brands will find its value.”
Malaysian F&B on a Regional Stage
The partnership exemplifies the growing ambition of Malaysian brands to collaborate with regional creative IP to build new audiences and explore cross-border opportunities. Despite operating in different industries, Vanilla Crepe and Shiba Says share a common ambition to create genuine and lasting connections with consumers.
“We are signing an agreement today, but our true excitement lies in what we will create together — experiences that people will line up for, photograph, share with friends, collect, and eagerly anticipate,” said the Founder. “We are turning sweet moments into collectible memories.”
The first Shiba Says × Vanilla Crepe concepts are slated for a progressive rollout in the coming months, anchored by the tagline: “Sweet Moments, Made Collectible.”
For Vanilla Crepe, celebrations have always begun with a cake. In partnership with Shiba Says, those moments will now offer something fans can cherish long after the last slice is gone.
