Lee Kum Kee Exclusive Plushie Keychains – Collectible Gifts That Bring Flavour to Life

Adorable Collectibles That Stir Up Consumer Excitement

Client	Lee Kum Kee Singapore
Campaign	Pasta Range Gift With Purchase Campaign
Market(s)	Singapore
Merchandise Type	Custom Plushie Keychains (4 Designs)
DTC World’s Role	Design, Sourcing, Custom Production, Fulfillment

Campaign Objective

To elevate brand visibility and drive purchase of Lee Kum Kee Kung Fu Pasta range, the brand launched a Gift With Purchase (GWP) campaign across major supermarkets in Singapore.
The goal: to make the pasta lineup more exciting for shoppers through adorable, collectible merchandise that sparks emotional connection and encourages multi-purchase behaviour.

Lee Kum Kee wanted to create an in-store moment that not only rewarded loyal customers but also generated buzz and buys through a tangible, shareable free gift with purchase.

What We Delivered– Cute, Collectible Plushie Keychains Inspired by Ingredients

DTC World developed a custom series of four plushie keychain designs — each representing one of the brand’s key ingredients and flavours:
🦪 Oyster, 🦞 Lobster, 🍅 Tomato, and 🧅 Shallots.

Our design team translated Lee Kum Kee’s signature flavours into adorable character designs that instantly resonated with shoppers.
The plushies were created in a compact, huggable format with keychain attachments, making them perfect for everyday use and collection.

Why It Worked – Impact & Outcomes

The campaign was an instant hit with shoppers.
By pairing a cute, relevant plush character with a simple purchase threshold, Lee Kum Kee successfully boosted supermarket traffic and product off-take.

From a marketing perspective, the plushie keychains achieved exactly what modern GWP campaigns aim for:
✅ Emotional engagement – Cute, character-driven merchandise sparked consumer affection and sharing.
✅ Collectability – The four designs encouraged repeat purchases to “complete the set.”
✅ In-store buzz – Eye-catching displays and word-of-mouth created excitement at the shelf.
✅ Brand recall – Consumers connected the characters directly to Lee Kum Kee’s unique flavour story.

Partnering With DTC World Malaysia

At DTC World Malaysia, we help brands like Lee Kum Kee transform ideas into iconic merchandise that drives engagement.
From concept to design, sourcing, and fulfillment, our end-to-end process ensures quality, speed, and brand alignment across every campaign.

Whether it’s a Gift With Purchase, a redemption program, or a loyalty collectible series, we deliver merchandise that’s Not Just Merch — We Make It Move.