Beard Papa's, a Japanese dessert chain, announced a collaboration with the Persona video game franchise to mark the series' 30th anniversary, offering limited‑edition cream puffs and themed merchandise from September 4 to October 4 in U.S. locations.

The partnership includes storefront redesigns featuring Persona‑themed digital menu boards, bakery case graphics, posters and television displays, with larger anniversary murals at locations in Little Tokyo and Cerritos for photo opportunities.

Limited‑time flavors include Original Cream Puff, Matcha Cream Puff, Ube S'mores Cream Puff, Cookies & Cream Cream Puff and Double Berry Cream Puff, each inspired by titles in the Persona series.

Gift sets are also sold: a four‑pack contains four cream puffs, a chibi sticker sheet and an in‑game code card for Persona 5: The Phantom X; a six‑pack adds a blind‑packed acrylic standee and a similar code card.

Merchandise such as ceramic mugs, T‑shirts, zip hoodies and eco tote bags is available on the official Beard Papa's website.

The collaboration runs through October 4, coinciding with upcoming Persona 4 Revival, development of Persona 6 and a Netflix live‑action adaptation with writer Christopher Monfette and executive producers Shawn Levy, Robert Atwood and Sega’s Toru Nakahara.

Atlus producer Kazuhisa Wada said the studio intends to remake the first two Persona games, adding further anticipation as the anniversary period draws to a close.