Shenzhen, China, Dec. 29, 2025 (GLOBE NEWSWIRE) -- Starting December 22, HEYTEA and POP MART’s popular IP Twinkle Twinkle officially launched their global co-branded campaign across HEYTEA stores worldwide. Timed to the Christmas and New Year season, the collaboration is built around the theme “Twinkle Twinkle for Winter.” Centered on the warm and comforting Twinkle Twinkle characters, the campaign introduces a multi-dimensional experience that includes custom character designs, co-branded drinks, themed me ...

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]