CHAGEE and POP MART crew up for Gen Z life-style push

The trendy tea model companions with POP MART’s Hacipupu to launch grape tea, drive collectibles tradition, and deepen Southeast Asia attraction

Tea model CHAGEE is popping heads with its newest cross-market collaboration, and it’s not simply the product doing the speaking.

Partnering with collectible toy brand POP MART and its character Hacipupu, CHAGEE has launched a limited-time “Green grape milk tea” alongside an immersive, tennis-themed pop-up marketing campaign that blends beverage tradition with life-style engagement.

This article explores how CHAGEE is pushing past conventional product launches by tapping into regional fandoms, photo-driven social behaviors, and the booming collectibles market throughout Southeast Asia. The marketing campaign is a case examine in how model storytelling, when paired with native perception, can drive each site visitors and talkability.

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What’s the collab about?

CHAGEE’s new limited-edition “Green grape milk tea” blends Xinjiang emerald grapes with Zhejiang inexperienced tea, served with or with out milk. The refreshing, low-calorie profile helps the model’s wellness positioning, whereas the POP MART tie-in targets a unique form of urge for food: the collectible craze.

Merchandise contains customized pins, squishies, bottles, and keychains, all tied to POP MART’s Hacipupu character and designed to encourage social sharing, collectability, and repeat visits.

The collaboration is constructed round a cohesive model world, anchored by a tennis-themed “CHAGEE’s little champion” pop-up, that includes:

• Interactive video games
• Tea tastings
• Branded photograph ops
• Merch customization
• Prize redemptions through a “Dream stamp collection journey”

As Director of Branding and Marketing for CHAGEE APAC, Li Simeng, put it: “This is more than just a campaign. It shows how CHAGEE can create moments that people enjoy together across our markets.”

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Multi-market pop-ups gas life-style positioning

Rather than copy-pasting activations throughout the area, CHAGEE is tailoring the marketing campaign to every market’s native shopper conduct.

• Singapore: The pop-up at The Star Vista faucets into café-hopping tradition, utilizing visible shareability and exclusivity as forex.

• Malaysia: The Gardens Mall sees the collab built-in into present retailers, balancing walk-in site visitors with marketing campaign publicity.

• Thailand and Indonesia: Central Park and Kota Kasablanca malls are taking part in host to interactive sport zones, capitalizing on footfall and selfie moments.

The regional method isn’t unintentional. It mirrors CHAGEE’s technique to turn out to be a lifestyle-first model in Southeast Asia, constructing fairness not simply by product innovation however by cultural and experiential relevance.

What entrepreneurs ought to know

CHAGEE’s partnership with POP MART delivers greater than aesthetics. Here’s what entrepreneurs can be taught from the playbook:

1. Limited editions drive urgency, however experiential earns loyalty

The shortage of collab merch and drinks builds FOMO, however CHAGEE doesn’t cease on the drop. By designing tactile, gamified experiences, the model turns informal sippers into engaged followers.

2. Brand crossover is extra highly effective with cultural alignment

This isn’t only a tea firm borrowing clout from a toy model. CHAGEE and POP MART meet on the intersection of youth life-style, fandom, and visible storytelling, making the collab really feel seamless fairly than pressured.

3. Local relevance issues greater than regional attain

The marketing campaign could also be regional, however the activations are something however one-size-fits-all. CHAGEE is displaying that understanding micro-behaviors, like Singapore’s café tradition or Jakarta’s mall obsession, may be the distinction between relevance and noise.

4. Cross-category storytelling is the place model constructing is headed

Tea meets toys meets tennis just isn’t your typical product launch system. But within the age of collapsing classes and shopper boredom, it’s these sorts of artistic mashups that construct sticky model fairness.

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