Pizza Hut Malaysia has partnered with viral homegrown IP Bichi Mao on “Feed Good Times, Not The Feed,” bringing limited-edition packaging, collectible stickers, and merchandise to MyBox and Hut’s Sliders beginning June 29.
Bichi Mao built a 2.4-million-strong following by living entirely inside the feed. Now, in a new collaboration with Pizza Hut Malaysia, the internet’s favorite deadpan cat is asking fans to get off it.
Created by Malaysian artist Olive Yong, the comic IP brings the character’s signature cute, self-aware humor to Pizza Hut’s Individual Meal range — MyBox and Hut’s Sliders.
Taking ‘The Feed’ back from the feed
The campaign is built on a simple, very 2026 observation: Malaysian youth are more connected than ever, yet quietly exhausted by the effort of staying online. “Feed Good Times, Not The Feed” reclaims the word, reframing every meal as a physical off-switch from doomscrolling and a way back to the moments happening right in front of you.
Bichi Mao is a natural fit for the idea. The IP’s appeal has always come from expressing everyday emotional exhaustion with warmth rather than judgment or preachy messaging. With 40% of its audience under 24 and 80% under 35, it speaks directly to Gen Z and young millennial consumers.
What’s rolling out, and when
Phase 1 — Collectible Packaging & Stickers (from June 29, all outlets nationwide)
Every MyBox and Hut’s Sliders order comes in exclusive Pizza Hut x Bichi Mao packaging, bundled with a collectible sticker pack. Around participating stores, Bichi Mao characters appear in small, unexpected places — table stickers where customers can dock their phones and let Mao “guard” them, along with cutouts, buntings, and menu callouts — all reinforcing the same idea: put the phone down, look up, and feed good times, not the feed.
A series of free Bichi Mao wallpapers is also available for download through the Pizza Hut app and website.
Phase 2 — Limited-edition Merchandise (from July 15, 300 selected stores)
With any Pizza Hut x Bichi Mao combo purchase, customers can claim a limited-edition Shaker Acrylic Standee or Shaker Keychain while supplies last. Designed as desk or bag companions, the collectibles are meant to accompany the moments between meals wherever “good times” happen next.
Alongside the in-store rollout, Pizza Hut and the Bichi Mao team have co-produced three original animated shorts — “Squashed,” “Trapped in the Feed,” and “Still Scrolling?” Each film centers on Bichi Mao breaking the fourth wall to call out viewers for staying stuck in the feed before pointing them toward a real meal.
A broader creator seeding campaign, together with original comic strips developed specifically for the partnership, extends the storytelling across social media throughout the campaign period.
Part of a bigger Pizza Hut story
The collaboration builds on “Feed Good Times,” the platform Pizza Hut Malaysia introduced last year as its ongoing mission to bring people back to the table for real, positive social experiences.
With Bichi Mao, that mission connects with a generation that has grown up sharing emotions through characters and comics, giving Pizza Hut a culturally relevant way to keep that promise alive for younger Malaysians.
The Pizza Hut x Bichi Mao collaboration is now available via the Pizza Hut app, Foodpanda, GrabFood, takeaway, and dine-in at participating outlets nationwide.
