• by Teresa Buyikian , Yesterday

The Osaka, Japan cream puff brand Beard Papa’s has partnered with Zenless Zone Zero, an urban fantasy action game, for a limited-time collaboration.

Beard Papa’s is set for an in-game event launch beginning June 8 at the crème puff maker’s U.S. locations.

The chain has introduced two new puffs in honor of the game: the Key Lime Crumble Puff, featuring a tart crumble topping with vanilla bean custard filling, and the Royal Raspberry Puff, which has a berry glaze and is filled with vanilla bean custard.

Gamers who purchase crème puff sets will also receive exclusive Zenless Zone Zero merchandise and other in-game rewards with a provided unique game code.

For example, the Four-Puff Set includes one Key Lime Crumble and one Royal Raspberry puff with two Original puffs, with a choice of Anby or Burnice (the main characters in the Zenless Zone Zero universe) acrylic standee with an in-game code card. The Six-Puff Set includes two each of the limited edition flavors along with two Original puffs, with a limited-edition badge, choice of Anby or Burnice acrylic standee and in-game code card.

The Zenless Zone Zero collaboration runs through July 15, promoted by Beard’s Papa in-store as well as on the brand’s social media platforms.

Beard Papa’s will also tout the collaboration at a fan event during Anime Expo 2025 in Los Angeles July 3-6. At the brand’s Little Tokyo store near the Expo in downtown Los Angeles, attendees can sample the exclusive Zenless Zone Zero cream puff flavors and purchase collab sets on-site. The brands will also host treasure hunts over the course of the Expo as well as sponsor photo opportunities with life-sized portraits of characters Anby and Burnice.

"This (collaboration) is a chance for fans to experience something different, combining food, fandom, and gaming culture in a fun and flavorful way," said Mark Nathan, marketing director at Beard Papa's, in the announcement.