If there is one thing that consistently gets food lovers and collectors talking in Singapore, it is a well-executed brand collaboration that blends nostalgia, dining experience, and a little bit of collectible excitement. The upcoming Haidilao Singapore x MILO limited-edition plushie campaign is exactly that kind of release, and it is already shaping up to be one of those promotions people will plan visits around rather than just casually stumble upon.
From hotpot enthusiasts to MILO fans who grew up with the familiar chocolate malt drink, this collaboration is designed to hit a sweet spot between comfort food memories and fun, limited-edition collectibles. The excitement comes not just from dining at Haidilao, but also from the chance to bring home two adorable Xiaolaolao plushie designs that will be released in stages.
This is not just a simple giveaway either. It is structured in a way that encourages repeat visits and early planning, especially for those who want to complete the full set.
A Collaboration Built on Familiar Comfort
Haidilao is already well known in Singapore for its lively hotpot dining experience, attentive service, and playful brand characters like Xiaolaolao. On the other hand, MILO has long been a household favourite, often associated with childhood breakfasts, school canteen drinks, and that familiar chocolate malt aroma that instantly brings back memories.
Bringing both together creates a collaboration that feels naturally aligned. It is not forced branding; instead, it leans into shared nostalgia and comfort. That is likely why this campaign is expected to attract both families and younger diners who enjoy collecting exclusive merchandise tied to food experiences.
First Release: MILO × Xiaolaolao Football Plushie (From 1 July 2026)
The first collectible in the series is the MILO × Xiaolaolao Football Plushie, available for redemption from 1 July 2026.
This version of Xiaolaolao is designed with a sporty twist. Dressed in a green MILO-themed football outfit and holding a football, it captures a playful energy that ties into both sport and fun dining experiences. It is the kind of plushie that feels light-hearted and energetic, appealing especially to those who enjoy themed merchandise that goes beyond simple character design.
The timing of this release also aligns nicely with mid-year dining plans, where groups of friends and families often gather for shared meals. Having a limited-edition item like this available from early July adds an extra reason for diners to choose Haidilao over other dining options during that period.
Second Release: Xiaolaolao Loves MILO Plushie (From 1 August 2026)
The second design takes a more classic and nostalgic approach. The Xiaolaolao Loves MILO Plushie will be available from 1 August 2026.
In this version, Xiaolaolao is seen holding a cup of MILO, a simple but instantly recognisable image for anyone who has grown up drinking it. This design leans heavily into comfort and familiarity, making it especially appealing for collectors who enjoy softer, more emotional-themed merchandise.
This plushie feels less sporty and more heartwarming. It represents everyday enjoyment rather than energetic activity, which balances the first design nicely. Together, both plushies tell a small story: one about activity and fun, the other about comfort and routine.
How the Redemption Works
To redeem either plushie, diners need to order the Haidilao × MILO collaboration set. This set acts as the qualifying requirement for the giveaway, and once purchased, diners can receive the limited-edition plushie based on availability and the active release date.
It is important to note that both designs are available while stocks last. That means once the allocated quantity for each plushie runs out, there will not be additional restocks. This is a typical approach for limited collaboration merchandise, but it also means timing becomes very important for anyone hoping to collect both designs.
For collectors, this introduces a bit of strategy. The first plushie starts in July, and the second follows in August, which means two separate opportunities to visit. However, there is always the possibility that stock for one design may move faster than expected due to demand.
Why This Collaboration Is Worth Paying Attention To
On the surface, this may look like a simple promotional tie-in, but there are a few reasons why this campaign stands out compared to regular dining promotions.
First, it combines dining with collectability in a meaningful way. Instead of offering discounts or vouchers alone, the campaign provides a physical keepsake. This adds emotional value, especially for customers who enjoy collecting limited-edition merchandise.
Second, both brands involved already have strong recognition in Singapore. Haidilao is known for its immersive dining experience, while MILO carries strong nostalgic value across generations. When two familiar names come together, it naturally increases interest and engagement.
Third, the staggered release dates encourage repeat visits. Rather than a one-time promotion, diners are given two separate chances to participate. This makes it more engaging for regular customers who enjoy returning for new experiences.
Lastly, the plushies themselves are designed to be visually appealing and easy to display. They are not overly complicated or niche, which means they can appeal to a broad audience, from children to adult collectors.
Tips for Those Planning to Redeem
For anyone considering this promotion, timing will be important. Visiting early in the release period is generally the safest approach, especially for the first batch in July when interest is likely to be highest.
It may also be helpful to check with participating Haidilao outlets in Singapore before visiting, as availability and participation details can vary. Since these are limited-stock items, it is always better to confirm rather than assume.
Another useful approach is planning group visits. Since Haidilao is known for shared dining experiences, going in a group can make it easier to try the collaboration set while also enjoying the full hotpot experience.
Finally, those who want both plushies should consider planning ahead for both July and August rather than waiting for the second release. Demand for the first plushie may influence availability patterns for later visits.
A Fun Reason to Head Back to Haidilao
Beyond the plushies themselves, this campaign is also a reminder of why Haidilao continues to remain popular in Singapore’s competitive dining scene. It is not just about hotpot; it is about experience, atmosphere, and little surprises that make each visit feel slightly different.
Adding MILO into the mix brings an extra layer of familiarity that resonates with local diners. It is the kind of collaboration that feels easy to connect with, which is probably why it is expected to generate strong interest throughout its run.
Whether someone is a dedicated collector or simply someone who enjoys a good hotpot meal with a bit of added fun, this promotion offers a reason to revisit and experience something slightly different from the usual dining routine.
Promotional/Event Details:
MILO × Xiaolaolao Football Plushie
Date: 1 July 2026 Onward
Time: During outlet operating hours (varies by location)
Venue: All participating Haidilao Singapore outlets
Xiaolaolao Loves MILO Plushie
Date: 1 August 2026 Onward
Time: During outlet operating hours (varies by location)
Venue: All participating Haidilao Singapore outlets
Redemption Requirement: Order the Haidilao × MILO collaboration set.
Availability: While stocks last.
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