POP MART(HK:09992) 东京烘焙职业人·2026-01-09 08:34Core Viewpoint - The collaboration between Heytea and Pop Mart's IP "Starry Person" has emerged as a significant event in the beverage industry, marking a successful global launch of a new product line that has generated substantial consumer interest and engagement [6][11]. Group 1: Collaboration Highlights - The partnership represents the first global collaboration in the tea beverage industry, covering multiple dimensions including product, materials, space, and international markets [7]. - The new product "Tiramisu · Rich Chocolate" was launched on December 29, 2023, and sold out quickly, with social media discussions reaching over 40 million views [6][7]. - The collaboration features a series of themed products, including drinks and pastries, enhancing the consumer experience through unique design elements that encourage social sharing [7][9]. Group 2: Market Impact - The collaboration has been strategically timed to coincide with the Christmas and New Year period, allowing for a synchronized global launch across multiple countries, including Malaysia and the United States [9][17]. - Heytea has expanded its international presence, with over 100 overseas stores, including more than 30 in the United States, providing a broader market reach for the collaboration [9][11]. - The partnership is expected to significantly contribute to Pop Mart's revenue, with predictions indicating that "Starry Person" could account for 8% of total sales by 2027 [6][11]. Group 3: Strategic Approach - Heytea's cautious yet flexible approach to collaborations has allowed for focused marketing efforts, with only two IP collaborations launched in 2025, ensuring high levels of attention and engagement [14][15]. - The innovative use of materials and interactive marketing strategies has enhanced the consumer experience, allowing for creative expressions of the "Starry Person" brand [15][17]. - The collaboration exemplifies a shift in both brands towards becoming cultural symbols, moving beyond their original product categories to create a broader lifestyle narrative [17][18].