First, you should embroider 5 lines as shown on felt.  Of course ribbon and awl are needed.
Burn the end of ribbon.
Make a hole on felt with awl.
Pull the ribbon through the hole, then circle  as shown.
Ribbon embroidery on felt 10 Ribbon embroidery on felt 11

Hide and fix the end of ribbon. It’s done.
The kiwi fruit cake box and kiwi cups are embroidered in this way.
You may get the DIY kit package from
the kit include all pre-cut felt, thread, ribbon and cotton.
Kiwi cake ‘s pattern and tutorials from