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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