KUALA LUMPUR, 10 June 2026 – In a world that never seems to slow down, ZUS COFFEE introduces ZUS BUDDY: Work in Progress, a regional campaign built around a simple but timely reminder for today’s working generation that growth is ongoing and everyone is still a work in progress.
ZUS BUDDY: Work in Progress embraces growth, uncertainty, and the realities of adulthood, recognising the often-unseen mental load people carry every day to balance responsibilities and expectations while navigating the pressure to have everything figured out. After all, we are all kinda adulting.
“There is a shared experience in how we figure things out as they go, whether in our personal or professional lives. We recognise that growth is never linear, and, in many ways, we believe this reflects the journey our customers are on. At ZUS COFFEE, we are constantly evolving, learning, and building alongside the communities we serve, and ZUS BUDDY: Work in Progress reflects that shared experience,” Venon Tian, Group Chief Operating Officer of ZUS COFFEE shared.
Putting a playful spin on kids’ meals, ZUS COFFEE introduced the Kinda Adult Meal, a Malaysian-exclusive menu set that reimagines the classic set for adults. Each meal comes with one drink and one new food item, as well as an exclusive ZUS BUDDY: Work in Progress collectible figurine from the collection.
Building on this introduction, the limited-edition ZUS BUDDY: Work in Progress collectible figurines have rolled out regionally across Malaysia, Singapore, the Philippines, Brunei and Thailand from 3 June 2026.
Inspired by the emotions and realities of modern working life that many can relate to, this line-up features a range of collectibles and hippers represented by ZUS BUDDY characters that everyone already knows and loves: Blue Buddy, Pinky Boo, Frappe Fren, Bean Boss, Choco Chipster and Porta Pal; in various modes of work. Two new secret characters have also come into the mix, Zen Cha and Mama Puff, adding an extra layer of surprise for fans to uncover.
Additionally, the Grab Buddy is another limited-edition character made available for orders placed via Grab Food App.
The collectibles are included with the purchase of ZUS Handcrafted Drinks (excluding frappe) with more details of promotions in each country on ZUS COFFEE official social media pages.
Together, the collectibles series bring ZUS BUDDY: Work In Progress to life in the small moments that make up everyday routines. Even as life is filled with responsibilities, growth will continue in its own time. In these moments, ZUS COFFEE hopes to continue serving its communities as an everyday companion – where coffee is not a luxury but a necessity for those navigating life, one cup at a time.
To stay updated on the campaign, including terms and participating outlets, visit ZUS COFFEE’s official social media pages.