If your childhood involved either a triangle of soft processed cheese or a cuddly Japanese stuffed toy with a pacifier, this one is for you. The Laughing Cow has teamed up with iconic Japanese brand Monchhichi for a limited-edition collectible campaign in Singapore — and the reward for buying cheese is a blind-box keychain.
Here’s How It Works
Spend a minimum of S$18 on The Laughing Cow products in a single receipt at any participating FairPrice, Cold Storage, Giant, Sheng Siong, or Prime Supermarket and you can redeem a limited-edition tote bag containing one randomly packed collectible Monchhichi keychain.
There are four keychain designs to collect — including one Singapore-exclusive design available only in Singapore. The blind-box redemption mechanic means you won’t know which design you’ll get until you open the bag, tapping into the same collectible-hunting excitement that has driven demand for everything from designer vinyls to café stamps.
The Four Designs
The collaboration brings together Monchhichi’s signature plush-toy aesthetic with The Laughing Cow’s cheerful branding. The four keychain designs each put a different spin on the Monchhichi character — and with one being exclusive to Singapore, completionists will need at least two rounds of redemption to have a shot at the full set.
Also in the Spotlight: Cheez Dippers
The campaign is also an opportunity for The Laughing Cow to spotlight its Cheez Dippers range — a snack format that pairs smooth, creamy cheese dip with crunchy breadsticks in individually portioned trays. Available in Plain, Strawberry, Blueberry, and Pizza variants, it is aimed at both kids and adults looking for a fuss-free snack with some personality.
Why This Works
Monchhichi has had a quiet but persistent comeback in Singapore over the past few years — the brand has appeared in various lifestyle collabs and pop-ups, and it retains genuine nostalgic pull for anyone who grew up in the 1980s and 90s. Pairing it with The Laughing Cow, another brand with strong childhood associations, is a pairing that makes emotional sense.
The blind-box format adds a layer of incentive to repeat redemption — there are four designs to collect, and you cannot choose which one you get. Combined with the Singapore-exclusive design, it gives collectors a reason to top up their cheese supply more than once.
The campaign runs while stocks last at participating FairPrice, Cold Storage, Giant, Sheng Siong, and Prime Supermarkets across Singapore. Given the collectible angle, do not expect stocks to last long.
