On December 22, Heytea officially launched its collaboration with POP MART's popular IP, the Starry Character, across its global stores. Centered around the theme "Winter with Stars," the partnership introduces a series of activities, including custom-designed Starry Character merchandise, co-branded beverages, limited-edition peripherals, themed stores, and an "Inspiration Bus" pop-up event.
The Starry Character was created by illustrator and toy designer Daxin. Composed of tiny stars, these characters tell stories of courage, longing, and love. From its inception, the Starry Character has embodied the idea that "everyone can find a reflection of themselves in these starry figures."
In recent years, the Starry Character has rapidly grown into one of POP MART's most notable IPs, thanks to its adorable appearance and heartwarming appeal. This collaboration spans over 100 Heytea stores across mainland China, Hong Kong, Macau, and overseas markets such as the U.S., U.K., and Canada.
Following the launch, Heytea has decorated its stores with themed installations, including photo zones and interactive Starry Character receipt printers at select flagship locations. Additionally, the brand is hosting "Inspiration Bus" pop-ups at POP MART City Park in Beijing, Fengshengli in Shanghai, and MixC World in Shenzhen.
On the product front, Heytea is introducing co-branded items such as the classic Roasted Brown Sugar Boba Milk Tea (original creation) and new additions like Tiramisu Black Tea and AOP Tiramisu Croissant Tart. The collaboration also features limited-edition packaging, including custom drink cups, paper bags, and sleeves adorned with the Starry Character design. A playful detail on the cup sleeve allows users to "dress" the character with a scarf by rotating it. Other exclusive peripherals include inspiration cards, stickers, badges, and tea bowls.
Heytea's overseas expansion is now in a rapid growth phase, with its international store count increasing sixfold and surpassing 100 locations worldwide.
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