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]

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] Company Strategy - This campaign marks HEYTEA's first globally synchronized co-branded launch, generating significant attention on social media and spanning multiple regions including Mainland China, Hong Kong SAR, Macao SAR, and over 100 stores in the U.S., U.K., Canada, and other international markets [3][5] - HEYTEA's approach to international markets emphasizes building meaningful, locally grounded brand experiences that resonate with different cultural contexts, rather than applying a one-size-fits-all strategy [5][9] Product Development - HEYTEA has introduced over 20 localized drinks tailored to regional tastes while maintaining a focus on natural ingredients and modern tea aesthetics, with examples including Cloud Coconut Blue and Ocean's Glow [10][11] - The Twinkle Twinkle collaboration features two exclusive drinks, Tiramisu Milk Tea and Tiramisu Rich Chocolate, representing the brand's first globally synchronized seasonal product release [13] Market Presence - 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, highlighting the market's openness to new tastes and ideas [14][15] - HEYTEA's flagship TEA LAB store in New York's Times Square serves as a creative showcase for modern interpretations of Chinese tea culture, featuring exclusive drinks and a curated environment [17] Operational Excellence - HEYTEA has refined its operational systems to support consistent customer experiences across markets, including the extension of its HEYTEA GO digital platform and a self-operated delivery model in the U.S. [18] Brand Overview - Founded in 2012, HEYTEA is recognized as the originator of new-style tea beverages, committed to using real ingredients and continuously reimagining tea culture to resonate with young consumers, operating around 4,000 stores globally [19]