This June, ZUS COFFEE is leaning into emotional honesty with the launch of its new limited edition collectible series, the ZUS BUDDY: It’s OKAY to Feel Emotions, starting from 16 June 2025. With mental health and expression of emotions at the forefront, this campaign introduces emotional support into everyday moments, one ZUS BUDDY at a time.
As the mid-year blues settle in and life’s pressures weigh a little heavier, ZUS COFFEE is introducing a heartfelt, weekly campaign that says one simple thing: it’s okay to feel. The limited edition collectible series will spotlight a different emotion each week, beginning with Anxiety, and continuing with five more relatable feelings to be revealed on a weekly basis during the six-week campaign.
Each ZUS BUDDY is a small companion that reminds you it’s okay to feel whatever you’re feeling even when it’s messy, uncertain, or overwhelming.
“In a world where everyone’s expected to ‘just smile,’ we wanted to create something more real. ZUS BUDDY isn’t just another collectible; it’s a reflection of what you may be feeling. Whether you’re thriving or merely trying to get through the day, it’s about showing up for yourself without needing to put on a mask. We want our customers to know: we see you, we hear you, and we’re right here with you. We’re all humans who feel deeply, and that’s perfectly okay,” said Venon Tian, Chief Operating Officer of ZUS COFFEE.
The ZUS BUDDY characters are inspired by elements from the coffee chain experience, with 6 characters: Blue Buddy, Pinky Boo, Frappe Fren, Bean Boss, Porta Pal and Choco Chipster. There is also one secret character for customers to collect in the series.
The ZUS BUDDY: It’s OKAY to Feel Emotions limited edition collectible series is now available both in-store as a Gift with Purchase at random when customers spend a min. of RM25 on handcrafted drinks and online as a full set of 6 boxes at shop.zuscoffee.com starting from 16 June 2025. This limited edition collectable series is available while stocks last.
ZUS COFFEE continues to launch various formats of the ZUS BUDDY characters that complement their tumbler assortment, such as the ZUS BUDDY Reusable Straw Set that comes with 6 adorable straw stoppers of the characters.
This is available exclusively online at shop.zuscoffee.com and their e-commerce channels (Shopee, Lazada, TikTok Shop).