Turning Meals Into Memories: The Power of Collectible Gifts in F&B Marketing

Dining in Singapore is more than food — it’s culture, community, and now, collectability. The rise of gift-with-purchase (GWP) campaigns in F&B proves that meals can spark stories, repeat visits, and social buzz.

Case Study 1: 4Fingers x Quby Blind Box

In August 2025, 4Fingers Singapore launched a collaboration with the beloved character Quby, designed and executed by DTC World.

Mechanics: Customers spending S$20 in a single receipt received a surprise Quby blind-box figurine (while stocks lasted).
Design: Each figurine came in a collectible blind box, featuring quirky Quby poses like the “burger stack champ” and “cool kid with shades.”
Impact: The campaign generated excitement both in-store and online, with fans sharing unboxing videos and collection progress on TikTok and Instagram — transforming a meal into a social experience.

Our Showcase: See the full behind-the-scenes details in our project spotlight:

👉 4Fingers × Quby Blind Box GWP — Licensed IP Gifts That Consumers Can’t Resist

Takeaway: By pairing the thrill of blind-box mechanics with emotionally appealing IP and visually engaging design, this campaign beautifully shifted a fast-food purchase into a collectible, shareable moment.

Case Study 2: KFC Hong Kong × Gundam Wing “Endless Crispy” Campaign

In July 2025, KFC Hong Kong celebrated Gundam Wing’s 30th anniversary with a bold IP collaboration that turned fried chicken into a fandom-driven experience.

Immersive Concept: The flagship Causeway Bay outlet was transformed into a Gundam-themed escape, featuring life-sized installations and anime-inspired décor.
Collectible Merch: The GWP suite included glowing Wing Gundam Zero buckets, a wireless charger, a multi-purpose desk mat, and an ID holder — all designed with playful Cantonese puns to reinforce the “take a break” theme.
Social Engagement: Fans were encouraged to share how they used the collectibles in daily life, with incentives such as a Japan trip and Osaka Expo tickets.

Takeaway: By blending anime nostalgia with practical collectibles, KFC Hong Kong showed how IP Licensed Character collaborations can transform a standard promotion into a cultural event.

What Malaysia Marketers Can Reference?

Invest in Emotional IP: Choose characters (anime, local icons) with deep cultural resonance.
Drive Repeat Purchases: Use rotating drops, weekly sets, or rarity mechanics to sustain buzz.
Focus on Functionality: Malaysians value collectibles that are cute and practical (bags, flasks, pouches).
Leverage TikTok Culture: Unboxing + pranks + collection reveals thrive on Malaysian social media.

Conclusion

In Malaysia, the F&B sector has huge potential to evolve promotions from transactional freebies into story-driven campaigns. Collectibles = loyalty, buzz, and consumer love.

At DTC World, we help Malaysia brands design collectible GWP campaigns that delight, engage, and sell. Let’s plan your next big idea.