Retail in Asia

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Cross-category Brand Collaborations in 2020

Oreo x Perfect Diary

Collaboration between brands has always been a marketing strategy to attract new customers. We have seen it often in the fashion industry such as Gucci x The North Race and Moschino x PALACE.

SEE ALSO : Celebrate the Mid-Autumn Festival with mooncakes

In 2020, we have seen an increase in collaborations across different industries, and more often with F&B.

Here is a list of some of F&B collaborations of the year.

Fenty Beauty x HeyTea

Source: HeyTea

In April of this year, Fenty Beauty collaborated with Chinese bubble tea brand Heytea to promote its new Checks Out cream blush collection.

Instead of doing a regular product drop, the two brands decided to only reward loyal fans via lottery on Weibo. Fenty and Heytea released a limited-edition makeup bag that comes with a coupon for free Heytea Cheese and Peach drink, as well as a limited-edition co-branded Fenty boxed set.

The collaboration was successful and allowed both brands to engage Chinese millennials and Gen Z consumers. The campaign hashtag on Chinese social media platform Weibo received over 14 million views and over 30,000 comments.

Perfect Diary x Oreo

Oreo x Perfect Diary
Source: GirlStyle

Perfect Diary, a Chinese beauty brand, collaborated with Oreo, the famous black and white cookie company, on two cushion compacts printed with the classic cookie print. Each set comes with two limited Oreo flavors, Matcha Sakura and White Peach Oolong. The limited edition cookies sold out on the first day of release on

This collaboration is the latest Oreo collaboration, following the successful Supreme x Oreo red cookie edition earlier this year.

Innisfree x Mentos

Mentos x Innisfree
Source: Innisfree

Celebrating its product No-Sebum Mineral powder’s 14th anniversary, Korean cosmetics brand Innisfree joined hands with the mint candy brand Mentos to launch an upgrade of its popular beauty powder.

The product, called No Sebum Mineral Powder Mentos, is packed in a round case, resembling Minto candy packaging and is available in six Mentos flavors: mint, peach, lemon, grape,  cherry, and melon.

The refreshing and cute look of the special edition gained a lot of love from fans.

Face Shop x Coca Cola

Coca Cola x Faceshop
Source: she critiques beauty

Coca Cola is a popular collaboration of choice for streetwear brands such as Hypebeast, KITH, and A Bathing Ape. This year, Coca Cola collaborated with a Korean makeup brand, The Face Shop, marking its first makeup collection.

The collaboration includes an air-cushion foundation, oil clear blotting powder, eyeshadow, lipstick and lip gloss. All of the products of this collection have distinct Coca Cola marks on them with red packaging. It is marked as one of the signature brand collaborations at Tmall.

Netflix x Lady M

Source: Lady M

In September, Lady M Confections launched a limited-edition mooncake lantern in partnership with Netflix and Pearl Studio’s animated musical “Over the Moon” to celebrate the annual Chinese holiday, the Mid-Autumn Festival, also known as the Moon Festival.

The mooncakes are packaged in an exclusive, light-up lantern depicting scenes from the film, “Over the Moon.” It is a story about a young girl building a rocket ship to go to the moon to prove the existence of Moon Goddess.

Adidas x HeyTea

Source: adidas

In addition to being a popular collaboration of choice for beauty brands, the bubble tea brand HeyTea also joined hands with the shoe brand adidas for this year’s A-ZX series, a ZX7000 collection.

HeyTea for “H”, the sneaker is reworked by HeyTea to incorporate the brand’s iconography and milk tea-like color tones. It is said to be one of the most creative and fun pair of shoes in the A-ZX series.

With the rising popularity of bubble tea among the younger consumers and that both brands are targeting the same age group, it is only reasonable for them to eventually work on something together.

Nike x Ben & Jerry

Ben & Jerry x Nike
Source: Ben & Jerry’s

Known for its delicious ice cream, Ben & Jerry has always committed itself to its core value of doing good and having fun. This year, Ben & Jerry caught everyone off guard with a collaboration with Nike the shoe brand on a pair of sneaker.

SB Dunk Low x Ben & Jerry’s Chunky Dunky is a pair of sneaker featuring hues and textures that mimic the ice cream’s signature packaging: blue skies, bovines, and a green landscape.

Etude House x Hershey

Innisfree x Hershey
Source: Innisfree

Last year in February, the Korean makeup brand Etude House collaborated with the chocolate brand KitKat on a mini eye shadow palette.

This year, the K-beauty brand continues to satisfy chocolate-lovers with a limited-edition collaboration with the chocolate brand, Hershey’s Chocolate.

The collection contains two mini eye shadow palettes, packaged in the classic Hershey’s Chocolate wrapper, each with 6 chocolate-inspired shaded colors.

SEE ALSO : Victoria Beckham and Reebok collaborate on new sportswear collection

KFC x Karl Lagerfeld

KFC x Karl Lagerfeld
Source: KFC

To celebrate KFC China’s 80th anniversary, the fast food restaurant joined hands with the French fashion designer Karl Lagerfeld to launch two limited-edition handbags and KFC’s new uniforms for Tmall Super Brand Day in September.

At the Tmall Super Brand Day, the collaboration was so successful that KFC managed to sell 300,000 buckets of chicken.

Nike x 7-Eleven

7-Eleven x Nike SB Dunk Low
Source: Hypebeast

The iconic sneaker brand Nike teamed up Japanese-American convenience store chain 7-Eleven on a special 7 Eleven x Nike SB Dunk Low Multi sneaker as an exclusive collection for the 2020 Summer Olympics in Tokyo.

It was said to be released exclusively in Japan with no official release information; unfortunately, the postponement of the Olympics this year led to the cancellation of the collection release. Nevertheless, the collaboration is worth mentioning  as it is said to be the most unexpected SB Dunk.

The leather SB Dunk is designed in a 7-Eleven style: orange heel, green midfoot, and red toebox. 7-Eleven logo is embroidered in full color on the heel.