HWC COFFEE x Azukisan: The Cutest Collaboration Launching Nationwide

Matcha-Matcha is launched at the same time!

KUALA LUMPUR, 26 MAY 2025 — Malaysia’s No.1 specialty coffee chain, HWC COFFEE, is brewing something adorable. For the first time ever, HWC COFFEE is teaming up with Japan’s IP Azukisan for an exclusive limited-edition collection — blending premium coffee with a splash of kawaii!

Starting from today until June 30, visit to selected HWC COFFEE brand stores across Malaysia to get their hands on special Azukisan merchandises — including Azukisan blind box, comics, soft toy, stickers, tote bags, collectible cup sleeves, and more.

To sweeten the deal, a RM50 bundle deal is available: enjoy any handcrafted beverage from HWC COFFEE + one Azukisan blind box + one Azukisan comic (worth RM100 in normal price). 

And there is more! With every handcrafted beverage purchase, will receive an Azukisan cup sleeve and sticker — while stocks last. Perfect for collectors, coffee lovers, and Azukisan fans alike. 

Bringing Specialty Coffee & Azukisan Together

This cross-border collaboration celebrates creativity and cuteness. Azukisan, a hit IP from Japan has captured the hearts of younger generations with its charming characters and unique storytelling. By teaming up with Azukisan, HWC COFFEE hopes to connect with a younger crowd while continuing to make specialty coffee more energetic, friendly, and part of daily life. 

The collaboration between HWC COFFEE and Azukisan blends the rich flavours of specialty coffee with the charm of beloved characters — proving that 1 + 1 can be greater than 2. This collaboration offers a fresh way to reach new audiences and expand into different market segments. Limited-edition merchandise has also been released, featuring adorable Azukisan designs that are winning the hearts of both coffee lovers and pet lovers. The warm and whimsical spirit of Azukisan's original characters has been brought to life in irresistible collectible items that fans simply cannot say no to. Another delightful highlight is, every purchase of a handcrafted specialty coffee, customers will receive a limited-edition Azukisan sticker. We carefully selected each sticker design and colour to ensure they feel vibrant and energetic,” says Edmund Lai, Chief Marketing Officer of HWC COFFEE Malaysia.

Join the Fun Activities

Chance to win a limited edition Azukisan soft toy! Keep your eyes peeled for the “Spot The Azuki” interactive game, happening at selected HWC COFFEE brand stores including Exchange 106, NU Sentral, and The Gardens Mall.

Follow HWC COFFEE on social media and participate in the game for a chance to take home limited-edition Azukisan soft toy. More details will be revealed online, so stay tuned!

To celebrate this cute crossover, several HWC COFFEE stores will be transformed into Azukisan-themed spots — perfect for photos and TikToks. Don’t miss out at these locations: Exchange 106, Publika, Kepong Metro Perdana, The Gardens Mall, Bukit Tinggi, Setia Utama, Ambank Damansara, Anggun City, Jade Hill, Desa Setapak, Wisma HB, Menara Pacific, Olive Hill, Batu Pahat Johor, DC Mall, TT3 Plaza, HWC Sunway Mentari, BMC Mall, Vivacity Mall, and Menara Pacific Place.

Introducing: MATCHA-MATCHA

Discover our fresh take on Mathca-Matcha with three unique flavours:

• Cocoa Matcha – Rich cocoa meets earthy matcha for a double-hit of comfort
• Jasmine Matcha – Fragrant jasmine with smooth matcha, a floral refresh
• Vanilla Matcha Espresso – Bold espresso meets mellow vanilla & matcha

About HWC COFFEE

HWC COFFEE Malaysia is No.1 subscription specialty coffee chain in Malaysia exclusively
dedicated to the art of specialty coffee. HWC COFFEE Malaysia is now officially Halal
certified, HWC COFFEE reaffirms its commitment to inclusivity, quality, and consumer trust.

For more details on the campaign, follow HWC COFFEE on Instagram (@hwc_malaysia), Red
Note (HWC COFFEE Malaysia), TikTok (@hwc.coffee.my), and Facebook (HWC Coffee
Malaysia).