New Heights in Cross-Border Licensing: Mister Donut x Maltese Create a "Healing" Dessert Trend 跨國授權新高度：Mister Donut x 線條小狗 打造療癒系甜點風潮
Hu Creates is dedicated to assisting brands and creators in adapting content for international promotion to align with diverse cultural contexts. In this collaboration, the renowned dessert chain Mister Donut partnered with the hit Korean IP "Maltese", successfully transforming the adorable charm of the Maltese and Golden Retriever characters into tangible commercial value. This case not only showcases high-level creativity in IP physicalization but also demonstrates how cross-border licensing can precisely meet the emotional needs of the public.
【Product Innovation: IP Physicalization from Vision to Taste】
The collaboration deeply integrated the classic images of "Maltese" with Mister Donut’s signature items, launching three limited-edition donuts:
Woof! Maltese Donut: Features a fluffy shell combined with white cocoa and bittersweet chocolate whipped cream, recreating the character's signature innocent look.
Woof! Golden Retriever Donut: Uses an Earl Grey milk tea cocoa glaze to accurately capture the warm, golden-brown image of the Golden Retriever.
Woof! Puppy Cuddle Pon de Ring: Utilizes dual-colored glazes and special character inserts to create a "cuddly" interactive feel between the characters, enhancing social media shareability.
【Diversified Licensing: Merchandising and Marketing Strategy in Sync】
Beyond food licensing, this partnership extended into "cross-industry and cross-sector licensing". The campaign introduced practical merchandise such as knit tote bags, 2-in-1 pillow blankets, and plushies, while launching alongside the "Milk Tea Season" new product series to build momentum. Through in-store promotions (such as Buy 5 Get 1 Free) and social media engagement, the IP image expanded from dining into daily home life, successfully enhancing brand maturity and expanding the local fanbase.
胡創致力於協助品牌與創作者在國際推廣上因應不同文化調整內容。本次知名連鎖甜點品牌 Mister Donut 攜手韓國超人氣 IP「線條小狗 (Maltese)」，成功將馬爾濟斯與小金毛的軟萌魅力轉化為具體的商務價值。此案例不僅展現了 IP 實體化的高度創意，更體現了跨國授權如何精準切中大眾的情感需求。
【產品創新：從視覺到味蕾的 IP 實體化】
聯名活動將「線條小狗」的經典形象與 Mister Donut 招牌品項深度結合，推出三款限定甜甜圈：
汪! 馬爾濟斯小狗甜甜圈：以蓬鬆巧貝結合白可可與苦甜可可鮮奶油，還原主角小白的呆萌特徵。
汪! 小金毛狗狗甜甜圈：採用伯爵奶茶可可沾醬，精準呈現小金毛的溫暖棕色形象。
汪! 小狗貼貼波堤：利用雙色沾醬與特製插卡，創造出角色間「相親相愛」的互動感，強化社交分享力。
【多元授權：周邊商品與行銷策略同步並進】
除了食品授權，本次合作更延伸至「跨產業、跨領域授權」 ，推出針織提袋、抱枕毯與趴趴玩偶等實用周邊，並結合「奶茶季」系列新品同步造勢。透過門市優惠（如買 5 送 1）與社群互動，讓 IP 形象從餐飲延伸至日常家居，成功提升品牌成熟度並拓展粉絲群眾 。
照片攝影（Photo Credit）｜Mister Donut