Singapore will welcome a new wave of exclusive Hello Kitty merchandise starting May 1, as part of a collaboration between The Coffee Bean & Tea Leaf Singapore and Sanrio Southeast Asia. The partnership, announced on April 27, 2026, marks a Singapore-exclusive licensing deal that will introduce limited-edition merchandise and drinkware inspired by the iconic character and her friends over the next two years.
First Release: Hello Kitty Ribbon Mug Set
The first product under this collaboration is the Hello Kitty Ribbon Mug Set, featuring four ceramic mugs with a 350ml capacity each. Priced at S$29.90, the set will be available for purchase at all The Coffee Bean & Tea Leaf outlets across Singapore, excluding the Marina Bay Sands location. The release is part of a phased rollout, with additional merchandise expected to debut in 2026, and 2027.
Ms. Lin Chien Chien, Managing Director of The Coffee Bean & Tea Leaf Singapore, expressed enthusiasm for the partnership, highlighting the enduring appeal of Hello Kitty and Sanrio’s characters. “Hello Kitty has been a cultural icon across Asia for generations, and the Sanrio family of characters holds a special place in the hearts of fans everywhere,” she said. “This partnership lets us bring that joy into our stores—through familiar favourites and fresh, exciting merchandise inspired by the wider Sanrio world.”
Exclusive to Singapore
The collaboration is exclusive to Singapore, reflecting the country’s strong affinity for Sanrio’s characters. Updates on future releases, including new merchandise and promotional events, will be shared on The Coffee Bean & Tea Leaf’s official website and social media channels. The partnership follows a trend of coffee chains in Singapore collaborating with popular brands, such as Starbucks’ recent Harry Potter-themed offerings and Luckin Coffee’s tie-up with the Moomin franchise earlier in 2026.
Cultural Significance
Hello Kitty, created by Japanese company Sanrio in 1974, has maintained a global fanbase for decades, particularly in Asia. The character’s association with themes of friendship, kindness, and nostalgia has made her a staple in pop culture, often appearing in collaborations with brands across fashion, food, and lifestyle sectors. This latest partnership with The Coffee Bean & Tea Leaf underscores Singapore’s role as a key market for Sanrio’s regional licensing initiatives.
While the initial release focuses on drinkware, the broader collaboration is expected to expand into other product categories, catering to both collectors and casual fans. The phased approach allows the brands to gauge consumer interest and introduce new designs in response to demand.
How to Purchase
The Hello Kitty Ribbon Mug Set will be available for purchase starting May 1, 2026. Customers can visit any The Coffee Bean & Tea Leaf store in Singapore, with the exception of the Marina Bay Sands outlet. For the latest updates on future releases, consumers are encouraged to follow the coffee chain’s official platforms.