PR95593

SHENZHEN, China, April 22, 2022 /PRNewswire=KYODO JBN/ --

HEYTEA, China's most popular tea drink brand and the creator of the Cheezo Tea,

has launched a crossover collaboration with Hiroshi Fujiwara, known as the

"Godfather of Streetwear", and his design agency, Fragment. As tastemakers in

their respective fields, the two parties fused their unique take on the HEYTEA

brand attitude of "stay inspired and cool" to release the co-branded "BLACK

TEA" campaign. The collaboration went instantly viral when it was announced on

social media on April 7, with the hashtag #HEYTEA x Hiroshi Fujiwara# breaking

through as a top trending topic on Weibo, China's Twitter, garnering more than

27 million views.

The campaign's special "BLACK TEA" drink, made of Aqua Green Jasmine Tea,

mulberry, and strawberry, was eagerly snapped up by consumers. In the first two

weeks of its release, it sold more than one million units. Meanwhile, the

collaboration's co-designed, limited edition tumblers and tea cups sold out in

mere seconds when released at 10:00 AM on April 15. Several HEYTEA boutiques in

Beijing, Guangzhou, Shenzhen, and Chengdu were made over in the crossover's

distinctive aesthetics, attracting significant consumer attention and becoming

the latest destination for social media check-ins.

Consumers have even gotten into the "BLACK TEA" spirit on Chinese social media

such as Xiaohongshu, an Instagram-type channel, giving full play to their

creativity by recreating other products from the collaboration, which include

cups, paper bags, and thermal bags. Transforming them into vases, backpacks,

and tissue boxes, they have inspired a surge in user-generated content across

digital platforms.

This collaboration is the first time that Fujiwara has teamed up with a Chinese

tea drink brand, which has significantly boosted his popularity among the

Chinese youth and won him legions of new fans. The momentum activated by the

explosive consumer reaction and wave of UGC has resulted in an unprecedented,

in-depth engagement between Fujiwara and his Chinese fans.

About HEYTEA

Since 2012, the original creator of cheezo tea, HEYTEA is driven by the aim of

showcasing excellent tea offerings sourced from all over the world, giving the

ancient culture of tea a new vitality. HEYTEA is committed to rejuvenating

traditional tea culture and making high-quality tea products accessible to the

public. Today, the brand has nearly 900 stores across Asia, and its offerings

have won both critical and public acclaim.

SOURCE HEYTEA

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