Core Insights - HEYTEA and POP MART launched a global co-branded campaign titled "Twinkle Twinkle for Winter," coinciding with the Christmas and New Year season, featuring custom character designs, co-branded drinks, themed merchandise, and pop-up activations [1][3][12] Group 1: Campaign Overview - This is HEYTEA's first globally synchronized co-branded launch, generating significant attention on social media prior to the official rollout [3] - The campaign spans multiple regions, including Mainland China, Hong Kong SAR, Macao SAR, and over 100 HEYTEA stores in the U.S., U.K., Canada, and other international markets [3] - The collaboration aims to create a shared winter experience across various cities worldwide [3] Group 2: Strategic Approach - HEYTEA's strategy focuses on building meaningful, locally grounded brand experiences that resonate with different cultural contexts [5] - The brand has engaged in various collaborations with notable names in fashion, art, and entertainment to connect with younger audiences and spark cultural conversations [6] - HEYTEA selects creative partners with local relevance and designs in-store experiences that translate into social moments, allowing for a coherent global identity [8] Group 3: Product Innovation - Product creation is central to HEYTEA's global brand expression, continuously reinterpreting tea culture for contemporary consumers [9] - The brand has introduced over 20 localized drinks that reflect regional taste preferences while emphasizing natural ingredients and modern aesthetics [10] - The Twinkle Twinkle collaboration features two exclusive drinks, Tiramisu Milk Tea and Tiramisu Rich Chocolate, marking the brand's first globally synchronized seasonal product release [12] Group 4: U.S. Market Significance - The U.S. is a key market for HEYTEA, with the brand operating 36 stores across major cities since its first U.S. store opened in late 2023 [13] - The appeal of the U.S. market lies in its openness to new tastes and ideas, with tea viewed as a cultural medium for connection [14] - HEYTEA's flagship TEA LAB store in New York's Times Square showcases a modern interpretation of Chinese tea culture [16] Group 5: Operational Excellence - HEYTEA is refining systems to ensure consistent customer experiences across markets, including the extension of its HEYTEA GO digital platform and a self-operated delivery model in the U.S. [17] - These operational capabilities support a seamless and reliable customer journey while maintaining quality and coherence across regions [17] Group 6: Company Background - Founded in 2012 in Jiangmen, Guangdong, China, HEYTEA is recognized as the originator of new-style tea beverages, setting industry standards with its innovative products [18] - The brand operates around 4,000 stores globally, including over 100 locations outside of China [18]