Restaurants’ new coolness badge? Unique wearable merch

Just a few days shy of the holidays last year, I broke my poor attempt at a social media hiatus by joining an Instagram giveaway hosted by Kodawari. Known for its gyudon bowls, the Japanese fusion concept’s first brick-and-mortar store in Salcedo, Makati is the branch I frequent the most. 

No, the main prize was not a free meal.

Upon typing my entry (“Sailor Mars”), mentioning my best friend in the comments, and sharing the giveaway poster on my Instagram Story, my mind instantly conjured an image of how cute it would be to don their new Magic Girl merch – a limited-edition top inspired by shoujo animes like “Cardcaptor Sakura” and “Sailor Moon”. Nevermind that I had not tried it on and decided it would actually look good on me – all that mattered was it’s from a food spot I love.

To be fair, restaurant merch isn’t exactly new – coffee shops’ stickers and stamp-collecting gimmicks, for one, get us in a chokehold every year.  But the recent evolution of store-based novelty items – and its seemingly more pronounced role in the food business – has shown that people’s relationship with restaurants no longer only starts with the menu and ends with the bill. It has now seeped into customers’ wardrobe rotation.

Uniqueness at its core

These closet additions, first of all, aren’t even run-of-the-mill. There’s apparent careful thought and intentional creativity; just head to the Scout Tuazon branch of Max’s Restaurant, for an example. 

Last January, the multigenerational Pinoy dining spot – which has been around since 1945 – grabbed the internet’s attention with a special jacket collection. Available in “Bone, “Brick,” and “Midnight” colorways, the “rain jacket” may appear alluring to a generation interested in the elements of the Amekaji style, reimagining workwear, and oversized anything. For an added personal touch, each piece also comes with a message.

Even Kodawari’s Magic Girl merch is in sync with the rise of the “magic girl” microtrend in 2025 – themed parties, exclusive accessory collections, and beauty routines included. Meanwhile, Best of Luck, a TikTok-approved Hong Kong-style restaurant located in the center of the universe (Cubao), celebrated its first birthday with limited-edition caps and shirts. “Come for the tacos, leave with the new merch,” wrote the tacos place La Chinesca on Instagram, their roster featuring a fun tote bag that can only be snagged in a certain branch.

Global phenomenon

Trend forecasters spotted the brewing shift two years ago. “2024 Was a Ravenous Year for Restaurant Merch,” read the headline of a Vogue article detailing the vast array of foodie memorabilia – from homeware to wine bottle openers – that have popped up in various restaurants in London. Wearable merch is particularly interesting in variety, consisting of charm necklaces and crewnecks. “In 2024, it seems we’ve officially transcended the tote bag.”

An article by Eater also tags the tote bag as the possible starting point of it all. This is rather interesting because now, in 2026, we seem to witness its full circle, thanks to people pining for Trader Joe’s tote bags, including countries without a single Trader Joe’s store, like the Philippines. 

Come to think of it, the appeal of being “limited edition” plays a big influence. According to a Business Insider article, experts see this strategy as “[tapping] into consumers’ fear of missing out as well as their sense of identity — especially for younger generations, who see brands as social signals — while driving repeat visits, loyalty sign-ups, and viral buzz.” The success of FOMO marketing, in recent years, has been evident with blind box toys and the Dubai chocolate craze.

An extension of the self

“For Gen Z, brands are actually a form of identity and social expression,” said Deloitte principal Evert Gruyaert in a Business Insider article. “A restaurant is not just competing on food itself anymore, but also on brand identity.” Fast Company also describes this branded merch boom as a “post-ironic trend”, where consumers go beyond being customers – instead, they’re “advocates and extensions of the brand”.

With Gen Zs and millennials being the trickiest generations to navigate in the brand loyalty arena, it’s not surprising that brands would experiment with new ways to integrate themselves in customers’ daily lives – including those hours they’re not dining inside their restaurants. And these meticulously brainstormed and crafted merch seem to reward this prized, elusive loyalty. Scarce products for scarce loyalty, if you will.

Spoiler alert: I didn’t win the Kodawari giveaway. But I’ll try to buy my own “Magic Girl” top soon. Is it because I desire a sense of belonging and an “IYKYK” moment with fellow fans I’ll possibly come across? Or is it simply because I know the stocks may run dry? Unfortunately, I’m not as decisive as Sailor Mars to have a single answer. But I know, for sure, that it has only hyped me up more to get another meal. – Rappler.com