HSS Holdings Berhad (“HSS Holdings” or the “Group”), a bakery products player principally involved in the sourcing, trading and manufacturing of bakery products, recently announced the launch of the SINAR Blind Box Birthday Cake, a first-of-its-kind offering that combines a ready-to-decorate cake with the thrill of a mystery collectible. The product will be available exclusively at Eco-Shop outlets across Peninsular Malaysia in August 2026.
Priced at RM2.60 per box, each 100-gram blind box contains a muffin cupcake together with a candle, a decoration card, coloured rice sprinkles, and two-colour decoration cream. The series features six standard blind box designs, while lucky consumers may discover one mystery edition containing an additional complimentary collectible toy, adding an extra element of surprise to the experience.
By pairing a bakery staple with the blind-box format popularised by toy and lifestyle collectibles, the product turns a routine cake purchase into something more interactive part dessert, part gift, part game. It’s designed to appeal to children, families, gift-givers and collectors alike, and the six-plus-one lineup gives shoppers a reason to come back and try for the rare design.
The product is the result of a three-year collaboration agreement between H.S.S. Confectionery Foodstuff Sdn. Bhd., a wholly-owned subsidiary of HSS Holdings, and Eco-Shop Marketing Berhad (“Eco-Shop”), which will serve as the sole retail channel for the product in Malaysia throughout the agreement period. HSS Holdings handles the product’s development and manufacturing from recipe formulation and ingredient sourcing to packaging and quality assurance while Eco-Shop leads in-store presentation, sales campaigns and promotional initiatives across its retail network.
Mr. Goh Chen Chang, Managing Director of HSS Holdings, commented, “The SINAR Blind Box Birthday Cake represents a fresh approach to product innovation for HSS Holdings. Rather than offering consumers only a cake, we are introducing an experience that combines decorating, gifting, surprise and collectability within a single affordable product. Eco-Shop provides us with a strong retail platform to bring this concept directly to a broad consumer audience, and we’re excited for shoppers across Peninsular Malaysia to be among the first to try it.”
Ms. Peggy Lee Kuan Hiong, Merchandising Director of Eco-Shop Marketing Berhad, said, “At Eco-Shop, we’re always looking for ways to give our customers more value and more reasons to smile with every visit. The SINAR Blind Box Birthday Cake fits that spirit perfectly – it’s affordable, fun and a little unexpected, which is exactly the kind of product our shoppers have come to love from us. We’re proud to be the exclusive home for this concept and look forward to seeing how our customers respond to it.”
The SINAR Blind Box Birthday Cake will be available at all Eco-Shop outlets across Peninsular Malaysia starting in August 2026, while stocks last.
