Summary

Pringles and Buffalo Wild Wings have turned three fan-favorite wing sauces into a stackable crisps collectionThe lineup spans Parmesan Garlic, Medium Buffalo, and Asian Zing, each tuned to a different heat levelThe collaboration marks Pringles' first flavor team-up with a national restaurant brand in more than five years

Pringles and Buffalo Wild Wings have translated three of the sports bar's signature wing sauces into a stackable crisps collection, bottling the flavors of Parmesan Garlic, Medium Buffalo, and Asian Zing into Pringles' familiar canister for the first time. The team-up arrives ahead of football season and marks Pringles' first flavor collaboration with a national restaurant brand in over five years.

The lineup is built around a spread of heat levels rather than a single note. Parmesan Garlic opens with a tangy citrus lift before moving into aged parmesan, roasted garlic, and Italian herbs, closing with just a hint of red spice. It is the most savory of the three, leaning on depth over burn.

Medium Buffalo takes the most recognizable route, delivering the tangy Buffalo profile that anchors any wing order. Cayenne supplies the heat while a smooth, buttery finish rounds it off, keeping the flavor squarely in game-day-classic territory. Asian Zing pushes furthest toward sweet heat, layering rice-vinegar tang with chili pepper warmth and balancing the two against a hint of soy sauce and ginger for the most complex build in the set.

Together, the three crisps map Buffalo Wild Wings' sauce range onto a snack format made for tailgates, watch parties, and on-the-go snacking. Buffalo Wild Wings, founded in 1982, is the largest sports bar brand in the United States, with more than 1,400 restaurants across nine global markets.

The Buffalo Wild Wings x Pringles flavors arrive at select retailers this July, expanding nationwide in September.

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Summary

Kim Kardashian has officially launched her new energy drink brand UPDATE accompanied by a satirical debut campaignThe promotional video features Kardashian holding a mock press conference addressing her bar exam journey and public criticsFormulated with paraxanthine, the science-backed energy drink is designed to offer smooth focus without traditional caffeinated jitters

UPDATE and co-founder Kim Kardashian have officially launched the new paraxanthine-powered UPDATE Energy Drink alongside a satirical debut campaign. The nationwide roll-out pairs a humor-driven promotional spot with an inside look at Kardashian's active role as brand co-founder.

The launch campaign stars Kardashian hosting a mock press conference, playfully poking fun at tabloid headlines, her legal studies, and public commentary surrounding her bar exam attempts. Designed to highlight her hands-on involvement with the brand, the tongue-in-cheek commercial illustrates how the multi-hyphenate entrepreneur uses the drink to sustain focus through her demanding schedule of business management, law school, and family life.

After discovering UPDATE as a consumer in 2023, Kardashian joined the business as a co-founder to help overhaul its visual identity, minimalist packaging, and long-term brand strategy. Rather than relying on traditional synthetic caffeine, UPDATE utilizes paraxanthine—the primary metabolite the human body naturally converts caffeine into—to deliver sustained energy and mental clarity without the jitters, anxiety, or sudden crashes associated with standard energy beverages.

UPDATE is currently available online through the brand’s webstore and at over 4,000 Walmart locations nationwide.

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To mark the arrival of wagamama on its platform, Uber Eats is dialling in on Tokyo’s underground racing culture to bring the restaurant’s popular Pan-Asian dishes to doorsteps through Drift Deliveries.

As part of the service – exclusively available to those ordering wagamama from its Wigmore Street location in London this week – Uber Eats will be ditching its standard bikes, mopeds, and scooters for a 1998 Toyota Chaser. Drawing inspiration from the restaurant’s fiery flavors, the iconic drift car comes custom-wrapped in metallic red chrome with flame graphics and star-studded wheels. In another surprise takeover, the delivery service has also enlisted British Drift Champion and DriftPro Champion Ollie Evans to take the reins of the car, ensuring boxes of katsu curry, gyozas, and more arrive piping hot and on time.

Speaking on the Drift Deliveries roll-out, General Manager at Uber Eats UK, Merve Basci, says, “Great food deserves memorable moments. As wagamama reaches more homes than ever through Uber Eats, we wanted to celebrate in a way that's as bold and energetic as the food itself. Drift Deliveries turns an everyday order into something completely unexpected.”

Mark Chambers, CEO at wagamama UK, also added, “wagamama has always been about serving fresh food, cooked to order and full of flavour. Launching on Uber Eats means even more people across the UK can enjoy their favourite dishes, wherever they are. To celebrate, we wanted to do something that captured the energy and passion behind the food while staying true to our Japanese roots. Drift Deliveries brings together speed, spectacle, and culture to mark the occasion in a way that's unmistakably wagamama.”

For those not able to secure a Drift Delivery this week, Uber Eats will also be holding a food-inspired drifting challenge. From an online ballot, which is open to Uber Eats customers ordering wagamama nationwide from July 21-23, the brand is set to invite select customers to compete in a high-speed activity for the top prize of a year’s worth of free wagamama. Soul club and Uber One members will also get twice as many entries in the ballot.

To get involved, download the Uber Eats App and order from wagamama now.

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Summary

Formula 1 and luxury conglomerate LVMH have introduced "The Out Lap," an ultra-exclusive mobile dining experience that drives attendees around grand prix circuits on a flat-bed truckThe traveling restaurant accommodates just 12 guests per session and features multi-course culinary creations paired with premium Moët Hennessy spiritsAttendees gain access to legendary track locations and the coveted Cool Down Room while hearing personal stories from former racing champions like Mika Hakkinen and Jacques Villeneuve

Formula 1 is officially taking high-end hospitality to the absolute extreme. The motorsport giant has partnered with luxury conglomerate Louis Vuitton Moët Hennessy (LVMH) to introduce "The Out Lap." This traveling restaurant transforms a bespoke container into a fine-dining room mounted on the back of a flat-bed truck. Wealthy fans can now eat gourmet meals while a semi-truck hauls them directly through the twists and turns of iconic grand prix circuits.

The initiative recently debuted during the race weekend at Spa-Francorchamps. Accommodating a highly exclusive group of just 12 guests per session, the mobile venue stops at legendary track locations. Attendees step onto the asphalt to soak in the atmosphere before continuing their culinary journey. Michelin-starred chefs curate localized menus for every specific race location. The courses are paired with exceptional wines and spirits from the Moët Hennessy portfolio.

A storytelling F1 ambassador anchors the entire evening. Promotional imagery features former champions Mika Hakkinen and Jacques Villeneuve engaging with guests over dinner. These racing veterans offer rare personal insights into the defining moments of the sport right at the corners where motorsport history was made. Guests also receive guided access behind the scenes in the main paddock and a private visit to the exclusive Cool Down Room where drivers unwind immediately after the checkered flag.

Pricing remains officially undisclosed but targets the absolute top tier of the 1 percent demographic. Purchasing a seat at the table likely requires guests to already hold a Paddock Club pass. Standard three-day Paddock Club tickets easily run well over $10,000 USD depending on the venue. This rolling restaurant acts as a premium add-on for those looking to burn excess cash on a highly unique flex.

This rollout proves the sport continues to capitalize on its surging global popularity by pushing the boundaries of VIP access. Formula 1 now operates as a global lifestyle platform catering to elite consumers who demand experiential luxury over traditional spectating. Moving beyond standard pit walks and hot laps creates a rare environment where high-end gastronomy and motorsport culture intersect. The experience is currently scheduled exclusively for European rounds this season.

 

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Our coffee orders have become highly personalized over the years, suiting our changing palettes and the way we like to start the day. But, if you take coffee out of the morning context, it often doesn't have a place in lunch or dinner settings.

Kevin Jiang, the mind behind Coffee Omakase, is challenging this notion. Six years ago, the coffee curator found himself gaining an interest in the unique blends available at coffee shops in New York, but felt their flavor profiles weren’t being highlighted to their best potential. “I was working with specialty Hawaiian café Kona Coffee,” he tells Hypebeast. “I found there was so much context and information around the coffees that didn’t get an opportunity to be shared.”

He went back-to-back experimenting with different dishes, though it wasn’t until the rise of sushi omakase restaurants in his area that the idea for Coffee Omakase was born. Through reimagining the intimate, multi-course format from Japan, he was able to weave various roasts with popular culinary trends. He adds, “I thought of the idea of serving multiple coffees, framed by an introductory and a finishing course so guests taste the differences between the coffees.”

"My menus are an extension of my personal experiences in different international coffee scenes."

After trialling Coffee Omakase in New York’s East Village, he brought it over to Katsute 100 in London, where we meet the coffee curator to taste the Spring 2026 menu. Now on its third edition, Jiang has thoughtfully refined the concept in tune with the seasons. Quickly getting a sense for his approach, the tasting opens with an Osmanthus tea that serves as an introduction to the coffee courses. This is followed by a series of Catimor coffees from China and Vietnam as well as the signature drink, Figs + Daisies, which features an oolong tea infused with Mexican washed‑processed bourbon coffee. To finish, a layered tart made in collaboration with the café brings a sweet yet comforting end to the fruity notes of the drinks.

For the most knowledgeable of coffee connoisseurs, the menu presents itself as an opportunity to discover new coffee roasts sourced from different countries across the globe. But for those just starting out in the world of artisanal blends, it's an eye-opening experience into how coffee can be the star of fine dining with its complex profiles lending to the flavors of seasonal dishes.

Hypebeast caught up with Kevin Jiang after the tasting to find out more about the encounters that led to founding Coffee Omakase. Read the full interview below.

Hypebeast: How does your journey inform the creation of the menus?

Kevin Jiang: My menus are an extension of my personal experiences in different international coffee scenes. When I was preparing the spring menu, I found myself drawn to the rise of specialty coffee where I’m from in Shanghai and wanted that to be woven into the story. I also wanted to spotlight local roasters like Killbean and Zero to One, who are focused on representing coffee culture from different regions across Asia. Their approach aligns with how I think about coffee as both a beverage and a cultural expression.

What did you learn from testing the concept in New York?

The testing taught me a few key things. First, storytelling comes first. The coffee needs to taste good, but it’s the context that makes it truly interesting. Second, non‑alcoholic experiences are gaining momentum. Younger audiences are drinking less and caring more about their health, so a strictly non‑alcoholic menu is seen as a feature, not a drawback. Lastly, experiences are worth paying for. Guests genuinely want to learn and having someone guide them through a tasting, especially when context and storytelling is something they value.

What was the idea behind making this an intimate experience rather than a larger event?

I’ve always loved ordering great coffees, sitting at the bar and nerding out with the barista. But in reality, baristas are usually too busy for extensive conversation, so I wanted to create a space where, for over 90 minutes, we could slow down and genuinely engage over coffee. It’s a vessel for connection, yet when we “go and get a coffee,” we rarely talk about the coffee itself.

The omakase environment creates a uniquely intimate space to spotlight each coffee, give it context, and explain why it’s special. It’s also a space where guests and I can connect over our shared passion for coffee, with the drink as the central thread tying the experience together. It also allows me to guarantee the quality of the drinks and the service, focusing all of my energy on the coffee and the guests in front of me rather than trying to manage a large crowd and try to scale quality.

"It’s a vessel for connection, yet when we "go and get a coffee," we rarely talk about the coffee itself."

In what ways does Coffee Omakase typically surprise guests?

The signature drink, Figs + Daisies, is usually the biggest surprise. Signature coffee drinks are very popular in parts of Asia, but they’re still a relatively emerging trend in London, so guests are often pleasantly caught off guard by how layered and expressive that course can be. Many Londoners are also surprised to find that an iced filter can be simultaneously strong, light, and deeply flavourful.

Beyond the menu itself, guests tend to be struck by the presentation of each drink and by how social and intimate the sessions feel. The combination of theater and genuine conversation isn’t something they typically expect from a coffee experience.

How do you want to continue pushing the boundaries of specialty coffee? Is there a culinary scene you want to incorporate into future menus?

I’m simultaneously focused on pushing the boundaries of coffee as an ingredient via creative signature drinks, and also pushing the boundaries of how specialty coffee is served. I want every element of the experience to feel carefully considered and meticulously designed, with the barista trusted to lead guests through a thoughtful tasting menu. I’m excited to continue experimenting with mixology‑driven techniques such as gastronomy, hydrosols, and different distillation methods, and to continue to be inspired by different cultures across the world.

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Lucy Rae McFadin knows best: nothing says summer like having a cocktail outside with your girls. The New York-based creative likes to keep it busy with a list of titles — stylist, DJ, model. But even the most stacked of schedules call for a break. Especially when the sun’s still out, when the city calls.




Known for her eclectic, bubbly style, McFadin’s a major cool girl who turns getting dressed into an art form. Whether she’s on the decks or on a shoot, her signature is expansive and ever-present, always leaning into unique colors and textures that make a moment out of an outfit.

To ring in the season and the arrival of the new Grey Goose Berry Rouge Flavored Vodka, we’re tapping New York’s creatives, like McFadin, to see how they're spending their ideal Summer Friday. For this edition of The Clock Out Ritual, the multi-hyphenate takes Hypebeast out for a day around Williamsburg, Brooklyn to learn how she curates the ultimate weekend vibe.




Our afternoon starts at McFadin’s. Her apartment doubles as a workspace — thoughtfully curated, sun-filled, and peppered with the kind of hidden gems you could only expect from a stylist. Her Friday is wrapping up, but not before a few final tasks. Texts from friends pour in – they’re already at the bar – but McFadin has a little extra time on her hands and a few in-between stops in mind.

Before heading out, she elevates the outfit with a few personal touches: a pair of chic sunnies and a minty green bag for a pop of color to round out the look. She hits ‘send’ one last time, closes out those last couple of tabs, shuts her laptop, and the energy shifts — her weekend is locked in.




With the rest of the day ahead of her, McFadin makes the most of the extra sun. She takes a walk through the park, soaking up the rays after a day indoors, before dropping into her favorite boutique. She teases through the racks, bookmarking pieces that might inspire her next project, or the perfect ensemble for her upcoming set. She takes her time exploring, studying silhouettes and patterns, even trying on a few.

At last, time to meet friends. At a hotel rooftop bar, she catches up with Anya and Lisa, and the three, together, make the atmosphere come alive before a round of fresh Rouge Royale cocktails hits the table. A bright blend of Grey Goose Berry Rouge, lemonade, sparkling rosé, berries, and mint, it’s a sip made especially for the now: surrounded by best friends, the sun high in the sky, with the possibilities of the weekend in the air.

For more on McFadin’s Clock Out Ritual, check out the video above. Grey Goose Berry Rouge is now available at select retailers nationwide and online. Head to the brand’s website for the full Rouge Royale recipe.

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Following the North America's 50 Best Bars, Amsterdam’s iconic De Kromhouthal recently played host to an unforgettable evening of shaken spirits, stirred emotions, and world-class hospitality. On June 30th, the European mixology community descended upon the Dutch capital for a historic milestone in the drinks industry: the very first edition of Europe’s 50 Best Bars. Hypemaps was out here with Cointreau at the inaugural award ceremony in Amsterdam, where they made rockstars out of the continental bartending's finest talents.

During the ceremony, people were dressed to the nines. Brand booths of every type of liquor lined up on each side of the hall, so guests were spoiled for choice. Among the vibrant booths, Cointreau stood out as one of the evening’s most popular destinations. Guests flocked to sample the Spicy Watermelon Margarita featuring the newly launched Cointreau Spicy, a bold twist on the brand’s iconic French orange liqueur, infused with natural chilli for a touch of heat. Designed to tap into growing consumer demand for spicy flavour profiles, the new expression offers bartenders a versatile way to bring depth and complexity to modern cocktail serves.

This innovative spirit from Cointreau perfectly mirrored the dynamic nature of the European bar scene being celebrated that night. For Kevin Sueiro, Global Brand Ambassador at Cointreau, the new awards are about giving Europe’s bartending community the spotlight it’s earned. “I’m so glad we finally have a European ceremony because this bar scene deserves its own moment. Cocktail culture is thriving across the continent, and it’s exciting to see the people and places pushing it forward finally get the recognition they deserve.”

Following a lively drinks reception, contenders sporting 50 Best's signature red scarves eagerly awaited the live countdown to find out their placement in the 1–50 list of Europe's 50 Best Bars. The energy in the room was electric, every winner was met with roaring applause, making the evening feel less like a competition and more like an industry family reunion. When the final list was revealed, Athens emerged as the night's dominant force, with Line claiming the coveted No. 1 spot as The Best Bar in Europe, followed by The Bar in Front of the Bar at No. 2, and Barcelona's Sips rounding out the top three.

For years, the 50 Best organization has published global, North American, and Asian rankings, but 2026 marks the much-anticipated launch of a list entirely dedicated to the European continent. Faye Huggett, Director of Community for 50 Best, explained the structural shift: "Europe has long been home to some of the most influential cocktail cultures in the world, with bars that consistently push boundaries in technique, creativity and hospitality. By launching Europe’s 50 Best Bars, 50 Best aims to shine a brighter light on the exceptional talent, innovation and diversity found across the continent. The list provides a dedicated platform to celebrate Europe’s leading bar experiences and offers greater visibility to both emerging and established venues".

Rather than relying on the global edition of The World's 50 Best Bars framework, the decision to separate Europe was a deliberate one designed to highlight smaller markets. Huggett noted, "As Europe’s bar communities continue to evolve at pace, we saw an exciting opportunity to spotlight the region through its own dedicated list and awards programme. Building on the success of our existing bar rankings, the timing feels right to recognise Europe’s extraordinary contribution to global cocktail culture and to engage more deeply with bar teams and guests across the region. The creation of Europe’s 50 Best Bars means that smaller, emerging and often underrepresented cocktail cultures, including those in Central and Eastern Europe and the Baltics, are better represented and have a greater opportunity to be recognised since they are competing on a regional rather than global stage".

As the evening wound down, it was clear that the inaugural Europe's 50 Best Bars was not just an awards show, but a defining cultural moment. Amsterdam, serving as the perfect host city, provided an incredible backdrop for celebrating the heritage, innovation, and future of European mixology. With the success of this first-ever continental ranking, the standard has been raised, ensuring that Europe's rockstar bartenders will continue to inspire epicures and cocktail lovers around the world for years to come.

 

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Summary

Showcases dozens of "dirty soda" and handcrafted drink concepts at the McDonald’s Worldwide Convention in Las Vegas including nostalgic experiments like a shortbread-flavored Diet Coke topped with honey cold foamIntroduces texture-focused beverages featuring popping boba, freeze-dried dragon fruit and gummy shark garnishes alongside "swicy" peach and horchata-inspired soda variationsExplores premium frozen dessert options like the Dr Pepper Shake and Dr Pepper Creamy Coconut Shake to compete with established specialty drink chains

The McDonald's Worldwide Convention served as a major testing ground for a significant expansion of the chain's beverage program. Executives showcased dozens of handcrafted drink concepts in Las Vegas. These prototypes included nostalgic experiments like a shortbread-flavored Diet Coke topped with honey cold foam. Beyond domestic testing, the event featured international offerings such as Japan's Sakura X Sprite Zero Sugar and Canada's Coca-Cola Creamy Strawberry. The brand also highlighted international versions of Fanta Zero Sugar and Fuze Iced Tea. This diverse selection signals a clear move toward non-caffeinated and sugar-free options.

This strategic shift follows the official launch of the new beverage menu in May 2026. Restaurants nationwide introduced texture-focused beverages featuring popping boba, freeze-dried dragon fruit and gummy shark garnishes. The rollout brought items like the Dirty Dr. Pepper and Sprite Berry Blast directly to consumers. McDonald’s aims to capture the afternoon slump market by focusing on customizable fountain drinks. The company expects to directly compete with specialized soda bars and established coffee houses through premium frozen dessert options like the Dr Pepper Shake and Dr Pepper Creamy Coconut Shake.

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Summary

Santa Nata opens its first Asian flagship in Central Hong Kong, marking its 10th global store.Authentic Pastéis de Nata headline a curated menu with Pão de Deus and Brioche.Daily fresh bakes and a monthly rotating menu blend Portuguese heritage with local tastes.

Internationally acclaimed Portuguese bakery Santa Nata has officially arrived in Hong Kong, marking the brand's first flagship location in Asia and its tenth store globally.

Founded in London in 2019 by Francisco Oliveira - who hails from Santarém, Portugal, with over three generations of family baking heritage - the brand is celebrated for its authentic, handmade Pastéis de Nata (Portuguese custard tarts). While the bakery deeply honors a 300-year-old traditional recipe, Oliveira has thoughtfully refined the Hong Kong recipe to strike a delicate balance between authentic Portuguese heritage and the city's unique local palate.

The Central location features an intimate space with seating for eight guests and standing room for an additional eight, offering front-row views of an open kitchen where bakers craft each batch by hand. The tightly curated debut menu centers around three signature pastry creations. At the forefront is the iconic Pastel de Nata, renowned for its crisp, caramelized pastry shell and silky egg custard center. It is joined by the Pão de Deus, a traditional Portuguese sweet bread reimagined with a local influence, featuring a Japanese pillow-bun technique and coconut paste inspired by Hong Kong coconut buns. The trio is completed by the Santa Nata Brioche, shaped in the style of a French croissant. To guarantee absolute freshness, new batches leave the oven at 10 a.m., 12 p.m., 2 p.m., 4 p.m. and 6 p.m. daily, signaled by the ringing of the shop bells.

To complement the baked goods, Santa Nata offers a carefully selected beverage range that includes specialties like the Nata Latte and Nata Milk Tea, alongside classic coffees and teas. Setting the Hong Kong location apart is its commitment to a dynamic, monthly-changing menu concept designed to keep the experience exciting for regular guests. Operating on a 30-to-60-day rotation, the bakery plans to unveil limited-edition pastries, seasonal specials and exclusive Hong Kong-only creations that blend Portuguese traditions with local tastes.

Santa Nata Hong Kong
25-27 Lyndhurst Terrac, Central, Hong Kong

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Japan’s Kirby Café introduces a seven-item seasonal Summer 2026 menu themed entirely around the "recovery items" that have restored Kirby's health bar across decades of the Nintendo franchise. Operated by Benelic under license from Nintendo Stars, the limited run spans three savory plates, two desserts, and two drinks, with four of those debuting as new additions to the café's rotating lineup.

The conceptual thread tying the menu together is the Maxim Tomato, the franchise's signature full-health power-up, which has appeared in virtually every mainline Kirby title since the original 1992 Game Boy release. It functions here as both a literal serving vessel on the headlining dish and the visual motif running through the seasonal branding. Each item maps back to a specific character or in-game mechanic, translating pixel-art collectibles into compositions of protein, fruit, and fizz.

The taco rice is the menu's most structurally inventive new plate. Titled "Inhale! Kirby's Energizing Taco Rice" (すいこみ！カービィの元気もりもりタコライス), it seats seasoned taco meat inside a Maxim Tomato vessel, layered over pink-tinted rice and topped with colorful vegetables. The build is designed to be mixed together before eating, letting the spiced meat meld with the softer, sweeter notes of the tinted rice. It reads as the most ingredient-dense of the three savory offerings and functions as the visual centerpiece of the seasonal lineup.

Returning to the menu is the "Summer Kirby Burger & Meat Pasta" (夏のカービィバーガー＆ミートパスタ), a dual-format plate built around a round, Kirby-faced burger patty fitted with edible sunglasses. A juicy patty sits inside the bun, served alongside a warm-vegetable-topped meat pasta. The dish is available with or without a souvenir plate, making it both a meal and a collectible in one sitting. Rounding out the savory section is "Cook Kawasaki's Tropical Hamburg Steak with Star-Shaped Fried Egg" (コックカワサキのトロピカ～ル・ハンバーグ), which pairs a thick hamburg steak with a full pineapple ring and a wobbly, star-shaped soft-boiled egg. A special sauce studded with diced pineapple cubes ties the sweet and savory tropical profile together, and the dish is attributed in-universe to Cook Kawasaki, the franchise's resident chef character.

On the dessert side, the new "TOKONATSU Dedede Resort Fruit Punch" (TOKONATSU☆デデデリゾートのフルーツポンチ) takes its visual identity from King Dedede, Kirby's self-appointed royal rival. The bowl layers wobbly jelly, assorted fruit, and chewy mochi rice balls into a colorful, resort-themed composition. It is available with or without a summer-edition souvenir mini glass bowl. Alongside it, the "Mouthful Mode Car Cake" (ヘンケイ！くるまほおばりケーキ ～たのしいトロピカル～) pulls directly from the in-game Waddle Dee Café menu featured in Kirby and the Forgotten Land. The cake takes the form of Kirby's car-shaped Mouthful Mode transformation: a fruit-jam-filled sponge base coated in strawberry blancmange, surrounded by a miniature landscape of fruit and candy pieces arranged to mimic a game stage.

The two new drinks are where the recovery-item theme lands most literally. The "Take-a-Break Melon Cream Soda" (ひとやすみメロンクリームソーダ) is a classic Japanese kissaten-style build: fizzy melon soda topped with vanilla ice cream and fresh melon pieces, available with or without a summer souvenir acrylic muddler (two designs, randomly assigned). The "Special! Energy Drink" (スペシャル！元気ドリンク) is the most direct game-to-glass translation on the menu, recreating the franchise's bottled recovery item as a juicy, orange-flavored soda loaded with fruit pieces and nata de coco. It arrives in a souvenir bottle and is the only dine-in menu item available for takeout (excluding the Osaka location).

Separately, a peach-flavored Kirby Ice sorbet shaped like Kirby wearing the café's signature hat is already on sale at Kirby Café THE STORE locations in Tokyo and Hakata, as well as Kirby Café PETIT in Tennoji, and will remain available through September 23.

Kirby Café Summer 2026 runs from July 8 through September 23 at Kirby Café TOKYO, Kirby Café OSAKA (Daimaru Shinsaibashi), and Kirby Café HAKATA.

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Summary

Krispy Kreme and Girl Scouts of the USA have launched the Girl Scout Cookie Inspired Dozen, a limited-time collection of three doughnuts that reverse-engineer the flavor profiles of Thin Mints, Lemon-Ups, and the Coconut Caramel cookie into individually constructed pastry formatsEach doughnut begins from a different base, with the Thin Mints and Coconut Caramel building off the Original Glazed and the Lemon-Ups using an unglazed shell with a filled centerThe collection is available now at participating Krispy Kreme locations nationwide, individually and by the dozen, with a Thin Mints six-pack also distributed to select grocery retailers

Krispy Kreme and Girl Scouts of the USA have released the Girl Scout Cookie Inspired Dozen, a limited-time collaboration that translates three of the organization's most recognizable cookie flavors into doughnut form. What makes the collection worth examining on a construction level is that Krispy Kreme has not simply applied three different toppings to the same base and called it a lineup. Each of the three doughnuts uses a distinct combination of base, icing, filling, and finish, meaning the structural approach shifts from flavor to flavor rather than relying on a single template.

The Thin Mints Doughnut starts from an Original Glazed base, the signature Krispy Kreme ring that provides a soft, airy, sugar-coated foundation. The first layer of modification is a full dip in chocolate icing, which coats the top surface and creates the dense, cocoa-forward shell that mirrors the chocolate coating on the original Thin Mints cookie. On top of that icing layer sit two texturally distinct additions: Thin Mints cookie crumbles, which introduce the gritty, baked-cookie texture that the doughnut format would otherwise lack, and dark chocolate chips, which add pockets of concentrated, slightly bitter cocoa throughout the bite. The final touch is a drizzle of mint green icing that runs across the surface in thin lines, delivering the menthol-cool flavor note that defines Thin Mints as a product. The construction is the most layered of the three, stacking five distinct elements (glaze, chocolate icing, cookie crumbles, chocolate chips, mint icing) on top of the base.

The Lemon-Ups Doughnut takes a fundamentally different structural approach. Rather than building upward from a glazed base, it starts with an unglazed shell doughnut, a denser, more bread-like format with a hollow center cavity. That cavity is filled with Lemon Crisp Kreme filling, a proprietary Krispy Kreme formulation that functions as the primary flavor delivery system rather than a surface topping. The exterior is then dipped in lemon-flavored icing and finished with a bright, lemon-inspired decorative design. The result is a doughnut that leads with its interior rather than its surface, reversing the construction logic of the Thin Mints build. Where the Thin Mints edition stacks layers on top, the Lemon-Ups edition packs its payload inside, which more closely mirrors the crisp, citrus-forward snap of the original Lemon-Ups cookie.

The Coconut Caramel Doughnut returns to the Original Glazed base, sharing its starting point with the Thin Mints edition but diverging immediately at the topping stage. The base is dipped in chocolate icing, establishing the same cocoa-coated foundation, but the toppings shift to coconut and caramel, the two defining elements of the Girl Scout Cookie most commonly known as Samoas or Caramel deLites, depending on the regional bakery. The coconut introduces a dry, shredded texture that contrasts with the smooth icing beneath it, while the caramel adds a sticky sweetness that binds the toppings together. Of the three, it is the most restrained in terms of layer count, relying on fewer components to achieve a rich, concentrated flavor.

The structural variety across the three doughnuts is what distinguishes this collection from a standard seasonal topping rotation. The Thin Mints build uses five additive layers on an Original Glazed base. The Lemon-Ups build inverts the approach entirely with a filled, unglazed shell. The Coconut Caramel build splits the difference, using the Original Glazed foundation but with a simpler, two-topping finish. Each doughnut solves a different translation problem: how to recreate a crunchy, chocolate-coated mint cookie as a soft pastry; how to capture a crisp, citrus-forward shortbread in a filled format; and how to condense the sticky, layered richness of a coconut-caramel cookie into a glazed ring.

The Girl Scout Cookie Inspired Dozen is available now at participating Krispy Kreme shops nationwide, individually and by the dozen, for purchase in-store or via pickup and delivery through the Krispy Kreme app and website. A six-pack combining three Thin Mints doughnuts and three Original Glazed doughnuts is also available at select grocery retailers.

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Summary

Meat-led pop-up MARROW redefines the grill with lesser-known cuts, open-fire cooking and eclectic flavors.Chef Chris Ma curates bold dishes blending fine-dining expertise with approachable formats.Running July 1 – August 31, 2026 at Lee Tung Avenue, Wan Chai, Hong Kong.

This summer, Hong Kong’s dining scene welcomes MARROW, a meat-led pop-up restaurant redefining the classic grill with a contemporary edge. Running from July 1 - August 31, 2026, the concept blends fine-dining craftsmanship with a relaxed, approachable atmosphere. MARROW celebrates lesser-known cuts, open-fire cooking, and eclectic flavour pairings, positioning itself as equal parts grill restaurant, neighbourhood dining room, and culinary playground.

The menu, curated by Chef Chris Ma, channels his extensive fine-dining background into bold yet accessible dishes. Ma, who previously held key roles at TATE Dining Room and Amber before leading Taiwan’s MMHG Hospitality Group, brings a refined sensibility to the pop-up. Highlights include Crispy Barramundi Croquettes with fermented soy bean and chili aioli, Sichuan Beef Tartare with smoked oil and confit egg yolk, and the signature “Typhoon Shelter” Roasted Bone Marrow topped with crispy chilli and garlic crumbs. These plates exemplify MARROW’s philosophy of reinterpreting familiar formats with unexpected ingredients and modern flair.

The grill section features standout offerings such as Australian Wagyu Bavette, New Zealand Lumina Lamb Loin with Taiwanese Magao Pepper Sauce and Grilled Turbot finished with salted lemon and brown butter. Complementary mains like Blue Crab Rigatoni and Crispy Pork Neck Cutlet expand the scope beyond fire-led cooking, while nostalgic desserts - including Chocolate Chip Cookie Tiramisu and Croissant “Pain Perdu” with vanilla ice cream - round out the experience. Reservations can be made via MARROW’s booking site, with the pop-up located upstairs at The Baker & The Bottleman in Wan Chai, Hong Kong.

F15A, 1/F Lee Tung Avenue,
200 Queen’s Road East,
Wan Chai, Hong Kong

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Summer, the season of saying yes. It’s a time to take a chance on what feels right, and few places capture that energy better than the dance floor. For BRIDGE, born Bridget Kyeremateng, music keeps her grounded in the present. The Brooklyn-based Ghanaian-Italian DJ is known for lush, sonic worlds of disco and house, and whether she’s playing a sold-out venue or an intimate kickback with friends, her approach to the deck stays rooted in community, connection, and joy.

With Summer Fridays officially in session, Hypebeast is spotlighting creatives around New York to learn how they’re tapping into weekend mode. Grey Goose is setting the tone with its new Berry Rouge Flavored Vodka, and we’re taking notes. For this installment of The Clock Out Ritual, BRIDGE lets us in on her perfect Friday reset and how she’s making the most of longer days ahead.

At her home studio in Brooklyn, we walk in on an artist in her element. Headphones on, locked in. The crowd only sees the final set, but much of the magic happens here; she’s in the final stretch, testing new tracks, refining transitions. The energy is focused, but texts about plans later start to flow in, and after some finishing touches, she shuts her laptop. The workday behind her, the weekend officially hits.

Before heading crosstown to link with friends, we pop into one of BRIDGE’s favorite haunts: her local vinyl shop. She flips through stacks of records, pulls sleeves from the shelves, on the hunt for that one track that’ll spark her next move. As much as it’s research, it’s a ritual, and for the multidisciplinary creative, the art is in the discovery.




With a few new favorites tucked away, she’s onto the next. She meets her friends, Milan and Edward, for a hang at home, and in the kitchen, the energy shifts when the trio gathers. Grey Goose Berry Rouge, lemonade, fresh berries, sparkling rosé, and mint line the counter. First order of business: mixing a round of Grey Goose Rouge Royales.

The trio made their way up to the rooftop to enjoy some sun, still high above them. Glasses in hand, conversation flowed. Good friends, great stories, and a refreshing berry cocktail to round out the vibe. It was hitting the sweet spot that summer days were made for, where everything feels easy, elevated, and effortlessly alive.

For a closer look at BRIDGE’s Clock Out Ritual, check out the video above. Grey Goose Berry Rouge is now available at select retailers nationwide and online. Head to the brand's website for more information and the full Grey Goose Rouge Royale recipe.

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Jollibee is putting its Chickenjoy reputation to work in a new format. The Filipino-founded chain has launched its all-new Jollibee Chicken Nuggets across US locations nationwide beginning July 2, translating the fried chicken program into a bite-sized menu item.

The nugget launch arrives at a specific inflection point for Jollibee's US trajectory. The brand landed on the inaugural TIME100 Industry Leaders in Food & Drink shortlist earlier this year and was named to the 2026 TIME100 Most Influential Companies list as an industry "Disrupter," recognitions that frame the chain less as a regional entrant and more as an established force in the fast-food category. That framing extends a broader pattern of Jollibee treating the US as a serious growth market rather than a satellite territory, with the chain steadily expanding its physical footprint stateside since its first American store opened in Daly City, California in 1998. The nuggets sit within that expansion narrative as a mainstream-category play designed to widen Jollibee's fast-food footprint beyond its signature Chickenjoy offering.

The product itself keeps a direct through-line to that Chickenjoy legacy. The nuggets are made with 100% all-white meat chicken breast, fried to a crispy golden exterior while maintaining a tender interior that echoes the textural profile Jollibee has built the Chickenjoy program around. The bite-sized format is served in mini buckets that mirror the presentation of Jollibee's classic fried chicken bucket, a visual choice that positions the nuggets as an official extension of the Chickenjoy lineage rather than a standalone menu addition. Size options run across 5-piece, 8-piece, 15-piece, and 30-piece configurations, giving the launch room to function as both a solo snack and a group-scale order.

The sauce lineup extends the brand's identity further. Alongside Jollibee's iconic gravy, five additional dipping sauces round out the nugget program, letting guests pair the item across a range of flavor profiles. The gravy inclusion is particularly notable, since gravy pairing has been part of Jollibee's fried chicken identity for decades and rarely appears in the US fast-food nugget category as a standard dipping option. That detail preserves Jollibee's cultural specificity within an otherwise universal menu category, threading the brand's Filipino roots into an American fast-food staple without diluting either.

Luis Velasco, SVP and Marketing Head of Jollibee Group North America, framed the launch as an extension of the brand's core chicken expertise. "We are incredibly excited to bring our signature crispy, juicy chicken expertise to our new Chicken Nuggets," Velasco said in a statement. "At Jollibee, we are always looking for ways to bring more joy to our guests' tables, and this all-new Chicken Nugget launch is the perfect example of how we continue to innovate and elevate fast-food favorites. The crave-worthy quality and high standards that made us the 'best fried chicken' in America can now be found in our new nuggets, and we can't wait for everyone to try them!"

The Jollibee Chicken Nuggets are available starting July 2 across all Jollibee US locations via in-store, drive-thru, online ordering, and the Jollibee App for delivery and mobile to-go.

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Summary

Moët & Chandon has unveiled a new Ice Impérial expression developed with Pharrell WilliamsThe bottle appears without its iconic white sleeve for the first time in the Maison's historyThe release extends Pharrell's ongoing creative collaboration with Moët & Chandon following his 2025 Brut Impérial and Nectar Impérial Rosé redesigns

Moët & Chandon and Pharrell Williams have unveiled a new expression of Ice Impérial that strips away one of the cuvée's most recognizable design elements. For the first time in the Maison's 280-plus-year history, the Ice Impérial bottle appears without its iconic white sleeve, exposing the glass beneath in what the collaboration frames as a minimalist reinterpretation of the champagne's summer identity.

The sleeveless design shift is the most significant structural change to the Ice Impérial presentation since its introduction in 2011, when Moët & Chandon became the first champagne house to produce a cuvée specifically engineered to be consumed on ice. The original white sleeve had functioned as both a visual signature and a marker of category difference, distinguishing Ice Impérial from the Maison's other cuvées and reinforcing the on-ice serving concept it was built around. Removing that layer places the glass directly in view and reorients the bottle's design toward transparency over branding, a decision Pharrell has framed as a return to simplicity that puts the drinking experience above the packaging itself.

The champagne beneath the reworked presentation remains consistent with the cuvée's established profile. The blend is dominated by Pinot Noir and Meunier and refined with Chardonnay, executed in a demi-sec style that produces a fruit-forward character with tropical nuances, a round texture, and a refreshing finish. That flavor architecture was specifically engineered around the on-ice serving format, where dilution from melting ice would otherwise flatten a drier champagne's structure. Ice Impérial's higher sugar content compensates for that dilution, holding the flavor profile intact as the ice melts through a longer serving window.

The serving ritual itself is codified as part of the product design. Moët & Chandon specifies that Ice Impérial should be served in a generous wine glass with three ice cubes rather than a traditional flute, a departure from standard champagne service that treats the glassware and ice quantity as functional components of the drinking experience rather than optional accessories. That specificity extends to the cuvée's positioning across day-parts, with the demi-sec construction designed to hold its structure across long lunches, golden hour aperitifs, and evening service without the temperature shifts flattening the profile.

Cellar Master Benoît Gouez has also developed a companion cocktail, the Spicy Mangosé, that treats Ice Impérial as a base ingredient rather than a standalone pour. The build layers the champagne with tropical mango, agave, cayenne pepper, and the Maison's Signature Ice Pearls, using the champagne's fruit-forward profile as a foundation for a sweeter, spicier composition. The inclusion of Ice Pearls, essentially oversized frozen elements designed to chill without diluting quickly, extends the on-ice engineering logic from the champagne itself into the cocktail format.

Moët & Chandon Ice Impérial and Moët & Chandon Impérial by Pharrell Williams are both available now through selected distribution channels.

DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.

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Logging off is part of the job for any creative. Behind every best idea is the feeling of being inspired, a time to take it all in. Take Temi Ibisanmi, for example: whether he’s putting together his next look or kicking it back with friends, it’s all part of the creative process. Because knowing when to step away is just as important as locking in.




Ibisanmi, better known as @tolutemi, is a Nigerian-American, New York-based model and creative director with a love for fashion, travel, and culture. In front of or behind the camera, he stays rooted in the present, grounding himself in those everyday moments that too often pass us by.

As the week comes to a close, as summer sets in, Ibisanmi walks Hypebeast through his Clock Out Ritual in Brooklyn. To celebrate the first summer of Berry Rouge, Grey Goose’s new flavored vodka, we’re following tastemakers across New York City to learn how they’re raising a glass to the weekend and ushering in that perfect Summer Friday vibe.




We first caught up with Ibisanmi in his Bed-Stuy apartment. He’s wrapping up the last few tasks of the week. A glance through the living room makes clear that style is king for the multi-hyphenate, whose space felt like an extension of his fit: classic shapes, palettes, and silhouettes elevated by thoughtful, eclectic accents. For him, the outfit is the medium, and the art is in the details. There’s an effortless cool to today’s look, from the base pieces to the accessories.

He shuts his laptop after that one final email, and the group chat comes alive about plans later on. And just like that, the weekend is underway.

A walk through the park and a stop at his favorite concept store made for a much-needed refresh from a busy week. Ibisanmi browsed through the racks and found some new pickups for his ring collection before settling in with a berry pastry to refuel for the next stop. It’s the small pleasures that made the reset complete.




As the afternoon set in, Ibisanmi linked up with friends, Jamie and Alberto, at a nearby bar. The conversation was easy, and the mood, unmistakably summer. With a refreshing round of Rouge Royales in hand, the moment feels tailored to the season. Made with the Grey Goose Berry Rouge Flavored Vodka, fresh lemonade, and sparkling rosé, the cocktail brings an effervescent brightness to the table, just a taste of those summer days ahead.

Check out the video above for a closer look at Ibisanmi’s Clock Out Ritual. Grey Goose Berry Rouge is now available at select retailers nationwide and online. Head to the brand's website for the full Rouge Royale recipe.

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The true magic of the FIFA World Cup™ is in the deep sense of national pride and the shared rituals of fans worldwide. McDonald's taps into that pulse with its latest collectible cups available in the FIFA World Cup™ Meal, turning standard tournament merch into a highly detailed visual celebration of global soccer culture. Each canvas functions as a striking portrait of the beautiful game, utilizing rich, graphic backdrops, intense typography, and vivid color schemes that instantly command attention. For fans gearing up for the tournament, these pieces are the ultimate game-day accompaniment, elevating any watch party into a certified stadium experience.

A closer look at the collection reveals how these collectibles capture the alluring spirit of the game that fans passionately rally behind. Take a look at the Mexico cup, featuring forward Santiago Giménez wrapped in vibrant patterns. Then, you have Canada’s Alphonso Davies framed by roaring, fiery lightning streaks, perfectly reflecting the wingback's explosive, game-changing pace on the pitch. The United States also gets some star power: Christian Pulisic is immortalized pressing a finger to his lips in his iconic, defiant "shush" celebration.

The international lineup expands even further. Korea’s Son Heung-min strikes his famous "camera frame" gesture against a sharp, ultra-modern backdrop. Adding a layer of timeless class is the legendary frontman Thierry Henry, bringing his unforgettable elite aura to life for France. And rounding out the line up are legendary titans like David Beckham and Ronaldinho, with fresh faces like Lamine Yamal. But the ultimate surprise of the bunch has to be Grimace, looking completely pitchside-ready in a bright yellow jersey labeled with a massive number 12, acting as the ultimate crossover matchday companion.

These cups are designed to be the centerpiece of your tournament rituals. Fans naturally gravitate toward the players who carry the weight of their home nations, and holding a cup dedicated to your team creates an instant, tactile connection to the live drama unfolding on pitch.

Whether you are pouring a cold drink before kickoff, debating tactical lineups with friends, or displaying the entire nine-cup roster on your shelf, these collectibles bridge the gap between stadium greatness and the comfort of your living room – all just in time for every single nerve-wracking minute of the FIFA World Cup™.

McDonald’s FIFA World Cup™ Meal, featuring 1 of 9 Collectible Cups, is available now at participating McDonald’s for a limited time. While supplies last.

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Summary

Nissin Foods has launched two limited-time ramen variations highlighting famous American barbecue regions available at WalmartThe Kansas City release features sweet and tangy pulled pork flavor notes designed to recreate the cookout experience without the preparation hassleBoth instant options cook in five minutes and offer a convenient alternative to traditional outdoor grilling

Nissin Foods is shifting the instant ramen landscape with a bold culinary pivot. The global noodle powerhouse just dropped two limited-time barbecue offerings tailored for the American palate. Cup Noodles Kansas City BBQ and its Texas counterpart have officially arrived at Walmart retail locations. This release blends iconic regional cookout flavors into a microwavable format. Fans can bypass the charcoal and lighter fluid entirely while securing a savory meal in just five minutes.

The Kansas City variant steps away from traditional broth to deliver a distinctly sweet and tangy profile. Product developers engineered the seasoning to mimic classic pulled pork notes reimagined inside the staple Cup Noodle. Each serving contains no added MSG and packs a hearty nutritional profile including 380 calories and 54 grams of carbohydrates. This specific recipe caters to summer days and late-night cravings alike by offering an immediate fix for intense outdoor dining nostalgia.

Nissin actively pits the two regional styles against each other in promotional materials by asking consumers which barbecue capital reigns supreme. The Texas version rounds out the dual release to represent a different cornerstone of American smokehouse culture while the Kansas City edition leans into its sticky-sweet heritage. Both options aim to eliminate common cooking disasters like burnt meat and dry ribs. The brand calls this approach securing big taste without the big fail.

This unconventional launch highlights a growing trend in the snack industry where companies fuse global convenience foods with hyper-local American flavor profiles. The experimental strategy tests the boundaries of traditional instant noodles by expanding the portfolio far beyond standard chicken and beef. Shoppers can currently find these regional staples alongside other modern innovations like HotPot Fusions and protein-enhanced lines in store aisles. The strategic rollout keeps the legacy brand culturally relevant in an increasingly competitive grocery market.

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Summary

Shanghai Plus hosts a rare eight-hands dinner in Wan Chai from June 25 – 27, 2026, uniting local culinary veterans with visiting talent.The $2,388 HKD nine-course collaborative menu features masters from Beijing’s Three-MICHELIN-Starred Chao Shang Chao and Shanghai’s One-MICHELIN-Starred The Blooms of Yue.This exclusive cross-regional showcase masterfully fuses traditional and contemporary Huaiyang, Cantonese, Chiu Chow and Sichuan gastronomy under one roof.

For three days only, Hong Kong's Shanghai Plus will host an extraordinary eight-hands collaboration dinner, uniting four acclaimed Chinese restaurants from across Shanghai, Beijing and Hong Kong.

Located at Wan Chai’s Shui On Centre, this special culinary exchange is designed to celebrate the distinct identities of four regional Chinese cuisines: Huaiyang, Cantonese, Chiu Chow and Sichuan. The concept unites chefs from Chao Shang Chao, The Blooms of Yue and Ming Court Wan Chai, alongside Shanghai Plus' own team, creating a rare dialogue between regional traditions and contemporary interpretations. The lineup features Executive Chef Poon Chun Chiu of the hosting venue, Shanghai Plus, working alongside Executive Chef Cheung Yat Fung from Beijing's Three-MICHELIN-Starred Chao Shang Chao, Chef He Zhujun of Shanghai's One-MICHELIN-Starred The Blooms of Yue, and Culinary Director Chef Tsang Chiu King of Ming Court Wan Chai.

The time-limited menu is conceived as a journey through layered flavors and textures, balancing heritage and modernity. Priced at $2,388 HKD (plus 10% subject to service charge) per guest, the specially curated nine-course tasting menu is shaped by chefs from diverse generations and culinary backgrounds, bridging traditional foundations with contemporary execution.

The gastronomic journey begins with Chef Poon’s elegant appetizers, including marinated mantis shrimps in sake and Hua Diao wine sauce, before transitioning to rich, collaborative mains. Standouts include Chef Tsang’s braised lobster with pepper cream lobster sauce, Chef He’s Sichuan-style Wagyu beef and braised giant yellow croaker with pickled long beans and Chef Cheung’s innovative stuffed pigeon leg paired with assorted seafood in a spicy sauce. The evening seamlessly concludes with Chef Poon's steamed soup dumplings, honey-glazed Chinese ham and a comforting Inaniwa udon, followed by a duo of salted egg yolk lava balls and Pandan glutinous rice roll for dessert.

Available from June 25 – 27, 2026, this rare dining event offers notable context by serving as a masterclass in regional Chinese gastronomy, gathering some of the industry’s most decorated culinary minds under one roof. While the announcement does not feature direct quotes from the founders or chefs, the conceptual framework of Shanghai Plus is vividly reflected throughout the event; much like the "+" in the restaurant's name symbolizes an experience that goes beyond traditional boundaries, the collaboration elevates heritage dishes through refined, modern techniques.

Shanghai Plus
Shui On Centre, Shop 201, 2/F,
6-8 Harbour Rd, Wan Chai, Hong Kong

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Summary

Butter Baby unveiled a permanent 50-foot chrome-plated stainless steel sculpture at Terminal 3 of Soekarno-Hatta International Airport in Jakarta on June 19, accompanied by a large-scale immersive activation dubbed "Butterlandia."The event was attended by NCT 127's Jaehyun, Thai actor and musician BRIGHT, and Japanese creator Tokyo Sims, among creators, artists, and cultural figures from across the world.The airport opening coincides with the launch of Blind Box Series 1, a collectible character series, and precedes planned expansion into South Korea, Malaysia, the Philippines, and Thailand.

Butter Baby is not a quiet act, in case you weren't already aware. On June 19th, the Jakarta-born bakery and dessert brand debuted a massive 50-foot, chrome-plated sculpture at Terminal 3 of the Soekarno-Hatta International Airport, during which a culturally expansive, multi-act festival unfurled throughout the afternoon and evening. Thousands of passengers witnessed structured chaos, concluding with a 7-ton, stainless steel statement in one of the most highly trafficked public spaces in the region.

Measuring in at 50 feet tall, and clad in chrome-plated stainless steel, this sculpture acts as a physical marker in the terminal space. It's impossible to walk past without a second glance due to its towering size and mirrored surface. Overhead, lights from within the airport bounce back from the sculpture, making it a fixture visible to many across the entire terminal. Industrially sourced, yet simultaneously aspiring, the materiality of the sculpture creates a striking juxtaposition — appropriate for a brand that first made waves as a premium donut concept in Jakarta — before planting roots in a bustling transit nexus of Southeast Asia. To clarify, this isn't a larger, scaled-up brand character dropped into an airport terminal. It feels custom-made for its space, like a public sculpture designed to be part of the cultural landscape of the space.

The undertaking itself was no small feat. Co-Museum founder Chaw Wei Yang expressed the monumental effort by stating, "This was a year-long journey involving more than 20 specialists working together to realize a seven-ton stainless steel sculpture," adding that "seeing [founders Nick and Henry Burch's] vision come to life on that scale was incredibly rewarding." Placed within one of the most widely traversed airports in Southeast Asia, the sculpture serves as a long-term visibility play and, when coupled with this launch, is expected to draw millions of passenger eyes each year.

Indonesia's Minister of Creative Economy, Teuku Rifky Harsya, was present for the reveal and alluded to this foresight, "We welcome this Creative Installation as a symbol of intellectual property ready to grow and gain recognition around the world." The fact that the Minister of Creative Economy made an appearance at the installation's launch speaks to the significance of the event: this was more than just another brand activation.

The reveal began with the Burch brothers and the Minister cutting a ceremonial ribbon before the main activation commenced. Hostesses emerged from the brand's recently opened store, carrying trays overflowing with donuts on shiny chrome platters,as they led a procession through the terminal. On the final go-round, one hostess tripped, sending donuts flying and, momentarily, causing spectators to assume a genuine accident had occurred.

The terminal paused with tension, and onlookers accustomed to a polished brand presentation were suddenly faced with an unexpected and seemingly unscripted moment. Then, as if from nowhere, a loud gong reverberated through the terminal, accompanied by a faux airport announcement declaring the flight to "Butterlandia" canceled and inviting passengers to the Butter Baby check-in counter for a free treat. The misdirection was expertly executed and received.

Suddenly and en masse, performers donning bright yellow outfits descended upon the sculpture, converging in a carefully orchestrated ritual while chanting "Butter Baby" to the rhythmic music as they circled. When the chants hit the peak of its crescendo, Butter Baby itself appeared like a manifestation. The mascot and its dynamic crew then dispersed among the crowds for meet-and-greets, photographs, games of rock-paper-scissors, and direct interaction with attendees. By the end of it all, the once transit-centric hall had transformed into the entrance of a theme park than a departure lounge. As CEO Shane Lewis proclaimed, "Jakarta is not where Butter Baby's story ends. The departure gate is where Butter Baby's story begins, and global expansion starts."

The cultural resonance of this event mirrored its physical scale, attracting notable figures such as Jaehyun of NCT 127, Thai actor/musician BRIGHT, Japanese creator Kole Sims of Tokyo Sims, and content creators Sean Solo and Jay Guapo. They joined Indonesian celebrities Luna Maya and Willie Salim to form a diverse guest list. Such a curated roster represented a strategic, multi-regional pull, drawing recognition from key markets such as South Korea, Malaysia, the Philippines, and Thailand, all identified as crucial for Butter Baby's near-term expansion strategies and featured within the guest list for the Jakarta unveiling.

This landmark airport installation also marks a point of culmination for Butter Baby's steadily building momentum. Just last December, a pop-up in Los Angeles called "Better Than You Know What" attracted A-listers like Kim Kardashian, North West, Jackson Wang, and Mark Tuan, alongside the introduction of three new flavors developed in partnership with KATSEYE. That pop-up solidified Butter Baby's ability to drive cultural relevance beyond its domestic market. However, the Jakarta sculpture emphasizes something more: a brand not merely capable of traveling, but ready to establish deep roots.

The foundations of Butter Baby's culinary offerings remain uncompromised; the food and beverage team includes former leadership from Aman Resorts and world-renowned pastry chef Dedy Sutan. Their offerings, which include an array of donuts, salt bread, soft serve, coffee, tea, and cold brew, focus on premium-grade products that differentiates them as more than just Instagram-ready bites. Its new airport location with its built-in international audience gives that premium positioning a new kind of reach.

Just like the brand's ambition to become a global name, Butter Baby's drive extends well beyond food. Future plans involve expanding the brand into toys, collectibles, and a diverse range of consumer products, with this evolution already taking physical form with Blind Box Series 1. Launched concurrently with the Jakarta event, the series features seven distinct collectible characters each rendered with unique expressions, moods, and attire. Blind Box Series 1 captures the playful spirit of the Butter Baby character and represents the first physical manifestation of the brand's clear message: Butter Baby isn't aiming to open a bakery chain, it's building a character-driven universe, now anchored by a massive, seven-ton permanent installation.

Butter Baby's Blind Box Series 1 is available now onine. Fans can also enter an online drawing for a chance to win one of ten signed charms by Jaehyun.

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