Retail in Asia


China’s tea drink brand HEYTEA collaborates with Hiroshi Fujiwara

China’s tea drink brand and the creator of the Cheezo Tea, HEYTEA, has teamed up with Hiroshi Fujiwara who is known as the “Godfather of Streetwear”, and his design agency, Fragment, for a crossover collaboration that was launched  earlier this month.

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The collaboration went viral when it was announced on social media on 7th April,  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, sold more than one million units in the first two weeks of its release.

Meanwhile, the collaboration’s co-designed, limited edition tumblers and tea cups sold out in seconds when they were released on 15th April. 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.

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Founded in 2012, HEYTEA is the original creator of cheezo tea. 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.