Labubu x Godiva’s Sweet Product Partnership
Published 04 August 2025
Belgian chocolate brand Godiva and Chinese toy company Pop Mart have collaborated on an appealing line of Godiva x Labubu desserts that tap into the fun food scene explored in our Little Treat Culture report. The range comprises three soft-serve ice cream varieties (Dark Chocolate, Vanilla White Chocolate, and Chocolate Twist) and two milkshakes (Milk Chocolate and Dark Chocolate).
Adding texture and colour to the playful offering, each dessert is topped with dried mixed berries and pistachio-flavoured knafeh – a spun pastry dough widely used as the filling in Dubai chocolate (see Meet the Food Flexers for more product extensions that use the Dubai chocolate flavourway). Meanwhile, the packaging features illustrative cut-out Labubu characters and reusable stainless-steel Labubu-themed spoons.
The treats are available across select Godiva boutiques in Hong Kong, mainland China, Macau, Taiwan, Singapore, Malaysia and Indonesia through July and August, making them a covetable limited-edition purchase.
Pop Mart’s partnership with Godiva follows the company’s recent campaign with Taiwan-founded global bubble tea chain Gong Cha where customers could collect limited-edition figurines of the Pino Jelly character when they purchased beverages from the brand.
For more food and beverage iterations launched by cross-category brands, see our Commercialising New Food & Drink Occasions report as well as the accompanying webinar.
Meanwhile, Reclaiming Play: Brands Offer Kidults Joyful Escapism and TikTok: The Kidult Collectibles Craze explore the appeal of toys for adult consumers.