China’s premium tea brand HEYTEA has partnered with global designer toy company POP MART to roll out their first-ever global simultaneous launch, marking a major cross-industry collaboration. The campaign, titled “Twinkle Twinkle for Winter,” has been launched at the same time across multiple international markets.
This is HEYTEA’s first global co-branded campaign, covering more than 100 stores worldwide.
Global Launch Across Multiple Markets
The campaign was launched simultaneously in China, Hong Kong, the United States, the United Kingdom, Canada, and several other international markets. Selected HEYTEA stores have been transformed with Twinkle Twinkle-themed designs, creating an immersive customer experience.
The launch has been strategically timed for the Christmas and New Year season, a peak period for consumer engagement and retail activity.
🧋 What the Campaign Includes
Under this global collaboration, HEYTEA and POP MART have introduced several co-branded offerings:
- Special Twinkle Twinkle-themed beverages
- Limited-edition merchandise featuring POP MART characters
- Themed stores and pop-up installations
- Interactive activities such as the “Inspiration Bus”
- Strong online and offline promotional campaigns
The objective is to offer customers not just a beverage, but a complete lifestyle and brand experience.
About HEYTEA
Founded in 2012 in Guangdong, China, HEYTEA is widely recognized as a pioneer of new-style tea beverages, especially known for popularizing cheese tea.
Today, the brand operates nearly 4,000 stores globally, including over 100 overseas locations across North America, Europe, and Asia-Pacific markets. HEYTEA focuses on premium quality, natural ingredients, and modern retail experiences.
About POP MART
POP MART is a leading Chinese designer toy company best known for its IP-driven collectible figures and “blind box” concept. The company has built a strong global fan base, particularly among younger consumers.
“Twinkle Twinkle” is one of POP MART’s popular intellectual properties, now being extended beyond toys into lifestyle and food-and-beverage collaborations through this partnership with HEYTEA.
Why This Partnership Matters
Industry analysts see this collaboration as strategically important for several reasons:
- Strengthens HEYTEA’s global brand presence
- Expands POP MART’s IP beyond toys into everyday consumer experiences
- Targets younger, experience-driven consumers
- Reflects a growing trend of cross-industry brand collaborations
The partnership highlights how brands are increasingly competing on experience, storytelling, and emotional connection, rather than products alone.
A Sign of Changing Market Trends
In recent years, IP-based marketing and co-branding strategies have gained momentum worldwide. This HEYTEA-POP MART campaign reflects a broader shift where food, lifestyle, and entertainment brands are blending to create immersive retail experiences.
Outcome
The global simultaneous launch by HEYTEA and POP MART goes beyond a seasonal promotion. It signals a new approach to global branding, where collaboration, creativity, and customer engagement take center stage.
As consumer preferences continue to evolve, similar partnerships between food, lifestyle, and entertainment brands are expected to become more common in the global market.
Source: Heytea – Press Release (via Globenewswire )
