Recently, Heytea, a leading brand of new tea drinks, announced its collaboration with the hit drama "Meng Hua Lu", which became a hot topic.

Recently, the leading new tea brand Heytea announced that it will co-brand with the hit drama "梦华鲁", which has become a hot topic. As the first new tea brand to be officially announced as co-branded with Heytea, Heytea not only echoes the tea culture display content such as "Perilla Drinking" and "Tea Hundreds" in the play, but also launches Perilla·Pink Peach Drink, Menghua Tea Xi·Dian Tea Two customized co-branded special tea products, and rich activities such as [Happy Half-face Covered] theme store and offline flash mobs have been set up to bring an immersive drama-watching experience.

As a new tea brand that has been involved in many joint activities, this time it is co-branded with a film and television IP. Heytea once again opens up a new field of co-branding. Starting from the common ground of promoting Chinese tea culture, the two parties launched all-round brand actions such as IP customized tea products, theme store creation, and offline pop-up activities, further realizing the breakthrough and accumulation of Heytea brand potential.

Integrating traditional tea culture with new tea drinks, Heytea and "Menghualu" are "soul-linked"

The TV series "Menghualu" sets the story background in a period when ancient Chinese tea culture was very prosperous, and drinking tea became the most important thing for literati and refined people. , down to an integral part of ordinary people’s lives. In the play, the heroine Zhao Pan's identity as the tea shop lady restores the scenes of tea drinking and tea fighting at that time, and also demonstrates tea ordering and other skills, arousing the audience's interest and yearning for tea culture.

As the founder and promoter of the new tea industry, HEYTEA insists on extracting high-quality tea products from real original tea leaves, and has been committed to promoting the youthfulness of tea culture and making it deeply embedded in contemporary life. Precisely because of this compatibility in promoting Chinese tea culture, audiences and media have associated the two IPs together long before Hey Tea officially announced the joint name. In "Meng Hua Lu", Zhao Pan'er opened a "half-faced" teahouse The marketing method is also jokingly called the "Hi Tea" routine.

When the news of the co-branding was announced, the integration of the new tea drinking culture represented by Heytea and the traditional tea culture in "Meng Hua Lu" aroused great expectations and became a new hot topic outside the drama. It was jokingly called by netizens A true "soul connection".

Joint specials, creative peripherals, theme stores, and pop-up events are launched to open the immersive experience of Heytea etc., to bring consumers a comprehensive online and offline experience.

In terms of products, Heytea has launched co-branded special drinks Menghua Tea Hey Diancha and Perilla Pink Peach Drink in stores across the country, echoing the "Tea Baixi" and "Perilla Drink" that appeared in "Menghualu" respectively. "Zi" allows the audience to taste HeyTea products and feel the charm of tea drinks in "Menghualu", achieving an immersive drama experience.

Among them, the co-branded special perilla and pink peach drink is inspired by the "perilla drink". When this drink appeared in "Menghualu", it attracted praises from tea drinkers. Heytea collides the perilla element with the new member of the peach family, "succulent peach". The fresh and sweetness of the seasonal peach and the special long aroma of perilla jointly create the Heytea version of the modern perilla drink flavor. .

Menghua Xitea·Diancha is inspired by the "ordered tea" in Chinese tea culture. HiTea draws on its whisking technique to mix matcha powder and milk at high speed to create a delicate and smooth taste. The top is combined with Heytea's classic cheese elements, and then matcha powder is sprinkled on top to form joint theme words and patterns, once again paying homage to the traditional "Tea Baixi" technique of painting on tea soup. Heytea has also prepared a total of 7 patterns for consumers to choose when placing orders, allowing them to freely form different check-in gameplays.

In addition, handmade matcha jelly ingredients made from matcha and milk are specially added to the drink to enrich the drinking experience and make the product more in line with the drinking style of young people in addition to presenting tea culture. The matcha powder used in this product of Heytea is produced in China's famous tea areas of Zhejiang Jingshan and Zhejiang Wuyi. It is made from tea leaves grown in tea gardens with a relative height of more than 500 meters and processed through eight processes. The tea soup is bright green in color and has a strong tea aroma.

Offline, HEYTEA has specially set up four stores in Guangzhou Tianhuan Plaza LAB store, Chengdu Kuanzhai Alley store, Beijing Qianmen Street store, and Shenzhen Kingkey KK MALL store as [Hi· Half-covered] Theme store not only has themed space display and interaction, but you can also taste specially presented versions of co-branded drinks in the store. For example, dine-in customers can enjoy two flower shapes inspired by the tea fighting scene in "Menghua Lu" on the cheese top of Menghua Tea Xi·dian tea. The Xitea bartender uses traditional utensils - tea needles , Drawn stroke by stroke.

Along with the special new products and the [Hi·Half-Mask] theme store, there are also co-branded customized cup stickers, CP badges, theme stores and other peripherals. The pop-up event held by HEYTEA in Changsha Joy City will also be further expanded. Leading the audience to immerse themselves in the fun of ancient markets.

It is worth mentioning that, including all theme stores, Menghua Tea Xi·Diancha and Perilla Pink Peach Drink are priced at 19 yuan and 15 yuan respectively. According to statistics in June this year, the regular store menu of Xicha Among the ready-made beverage SKUs, products priced below RMB 19 account for nearly 80%. The launch of two new co-branded special products has further enriched Heytea’s product types with prices below 19 yuan and . The cooperation with the hit drama "Menghualu" will also promote Heytea's high-quality and affordable products to a wider range of consumers.

The joint name of Heytea and "Menghualu" is the first cross-border cooperation between Heytea and even the new tea industry to broadcast a popular film and television IP, presenting rich creative gameplay and product experience rich in traditional cultural colors. HeyTea is based on excellent products and takes the mutual compatibility of IP connotation and brand spirit as the starting point. Together with "Menghualu", the colorful tea culture in Chinese history can be brought into reality and inspire new inspiration.