• by Teresa Buyikian , 3 hours ago

Japanese creampuff chain Beard Papa is entering 2026 with a new loyalty program, a National Creampuff Day promo and a collaboration with a virtual YouTube group.

The brand is using National Creampuff Day on Jan. 2 to roll out its new loyalty program. Customers who sign up for the Papa Loyalty Program via the app will receive a $5 coupon good toward any purchase. The program gives one point for each $1 in purchases spent at the chain either in person or online. Members will receive $8 off their next order for each $80 spent.

And on Jan. 3, as part of a collab with English-Justice and  Hololive, Beard Papa will release a limited-edition collection of cream puffs, each themed after one of the English-Justice digital avatars that livestream games, sing, chat and perform for global audiences.  Hololive is an agency owned by Japan's Cover Corp. that manages dozens of virtual YouTubers (VTubers) worldwide, with over 97 million YouTube subscribers.

“Fans love the creativity and personality of hololive's talents, and this collaboration allowed us to create completely new flavors guided by each member's input, while maintaining Beard Papa's signature quality,” says Mark Nathan, marketing director of Beard Papa's.

The limited edition puffs are “crafted to reflect the personalities, color palettes and motifs of each talent.” The lineup features an Elizabeth Rose Bloodflame Puff, which is a raspberry chocolate flavor with cookies and cream custard; and the Cecilia Immergreen Puff, which is a matcha marshmallow flavor with vanilla custard. The Gigi Murin Puff has dark chocolate with orange crumble and Belgian chocolate custard, and the Raora Panthera Puff is strawberry crumble with sea salt and caramel custard.