On October 21st, HeyTea officially announced a blockbuster joint collaboration with the national costume-themed TV series " Zhen Huan Zhuan " with the theme of "Zhen Xi Chuan", and based on Hey Tea's "true" and "hi" With the brand mentality of the brand, it launched two co-branded special drinks, Zhen milk·Xue Niu Hancui and Zhen Guo·Daju Huali, along with a series of joint initiatives such as the surrounding and store theme atmosphere layout, bringing consumers a comprehensive experience.
It is understood that this is the first time that "The Legend of Zhen Huan" has cooperated with a new tea brand, and it is also a major breakthrough attempt in the commercialization field after the IP of "The Legend of Zhen Huan" set off the "Zhen Scholar" craze on social platforms. Based on the deep integration between the two parties at the level of Chinese culture, HEYTEA's joint title of "The Legend of Zhen Huan" will continue to enrich the connotation of the series and add new cultural depth to the cross-border gameplay of the new tea brand.
HEYTEA has two new co-branded special tunes, bringing the flavors of "Zhenguo, Zhen milk, Zhencha"
"Zhen Xi Chuan" joint name is inspired by the Chinese cultural heritage contained in the drama "The Legend of Zhen Huan", combined with HEYTEA The product mentality of "real milk, real tea, real fruit" and the brand mentality of "rejoice, inspiration comes", so as to "fax by Zhen" to create a theme atmosphere covering existing tea products, tea gift boxes, surrounding and store themes A full-scene Chinese-inspired joint experience.
In terms of store products, the two joint special tunes of Zhen Nui·Xue Niang Hancui and Zhen Guo·Daju Huali were released simultaneously on the day of the official announcement. Among them, Zhen Nui Xue Niang Hancui was inspired by the most popular rare tea in the play, "Xueding Hancui", which is described in the play as "fresh and cold in tea flavor". For this purpose, HEYTEA uses the classic Luyan tea base, selects high-quality milk sources, and serves with unique Chinese-inspired rice brewing and rice glutinous glutinous rice. Hot drink version), bringing a rich taste and echoing the artistic conception of "the top of the snow contains green".
Hey Tea x "The Legend of Zhen Huan" joint special tune of Zhen milk · Snow Brewing Hancui Huan draws the plot of the beautiful pear makeup, which is developed by combining the popular fresh fruit tea product of HEYTEA with succulent big orange. HEYTEA selects tangerine , the core production area of the season, and combines with another seasonal fresh fruit crown pear . While continuing the fresh and juicy taste of tangerine, it also adds the sweet and delicious honey fragrance of fresh pear. The cold drink version is added with customized sweet-scented osmanthus jelly, which further adds the quiet aroma of Luyan tea base, bringing the delicate and sweet seasonal "Zhenguo" happiness.
HEYTEA x "The Legend of Zhen Huan" joint special tune of Zhen Guo·Daju Huali
It is worth mentioning that the two joint special tunes are priced at 18 yuan, which implements HEYTEA's product concept of "true quality, not expensive" , to bring consumers the "Zhen Guo, Zhen Milk, Zhen Cha" flavors with the characteristics of "The Legend of Zhen Huan" and the Chinese-style inspiration of HEYTEA. The popular product of HEYTEA, Succulent Big Orange, will also be upgraded and returned locally.
At the same time, HEYTEA also launched the product [True Flower Tea Gift Box]. Combining the characteristics of popular characters such as Zhen Huan, Mei Zhuang, Hua Fei and other popular characters in the play, HEYTEA has developed four new scented tea products, using tea as a metaphor for people, and exploring the combination of IP and products more possibilities. For example, Zhen Huan corresponds to the splendid golden osmanthus tea, which has an elegant aroma and a mellow tea soup, like her calmness and bearing; Meizhuang Aiju is fresh with white chrysanthemum , matched with the sweetness of white tea , like her calm and generous; Hua Fei is like a rose Delicate and beautiful, the tea soup is also delicate and ruddy, like her hot and forthright; Queen Yixiu is quiet, and the refreshing and mellow after the blending of jasmine and green tea is just like her thoughts.
Hey Tea x "The Legend of Zhen Huan", the joint name of the true flower tea gift box
The full scene "Zhen Xi Chuan" was staged, fully extending the Chinese-style inspiration experience. "The Legend of Zhen Xi" continued to be staged, showing strong Chinese inspiration in many scenes. In the overall visual design of
, HEYTEA combines its own Chinese-inspired design style with the classic elements in "The Legend of Zhen Huan", bringing a unique Chinese-style visual style. First of all, the HEYTEA logo Axi brings the much-anticipated "dress-up" image for every joint event, gorgeously incarnated as "Niu Coolu·Zhenxi". "The Legend of Zhen Huan"The popular peony flower and brush font title are also restored in the style of illustrations in the "Zhen Xi Chuan" theme package, including a limited paper bag, two customized double-layer tear-off cup stickers, and two co-branded cup sleeves. Combined with the characters and classic lines in the play, the overall experience of the product is richer and more complete. In addition, HEYTEA has also launched a variety of exquisite co-branded peripherals and limited themed cards, bringing a more continuous interactive experience to the fan group who likes to punch cards and collect them.
combines the 8 popular characters in the play, HEYTEA brings a spring shake with personality and 3 dress-up stickers to further increase the playability: fans can use the dress-up stickers to change the HEYTEA logo on the cup body. It is also possible to freely create the image of Spring Yaoyaoxi, or let Spring Yaoyaoxi representing different characters "play against each other", leaving enough space for "Zhen scholars" to play freely.
Xiaohongshu netizen @wenwenlovesnacks posted the co-branded surrounding
In the store scene, HEYTEA's additional store theme atmosphere decoration covers HEYTEA's nationwide stores. Special ingenuity is added to the bar counter, the tea table, the real fruit peeling window, and even the store clerk's appearance and the store's music: not only Huan Huan and Daju provide order guidance, but also the tea table can be "turned over" on the spot. ”, so that consumers can immersely experience "The Legend of Zhen Huan" into the new tea drink in the store.
"The Legend of Zhen Huan" co-branded a new tea drink for the first time, and fans successfully created two new tea drinks
As a national-level drama that has been broadcast for 11 years, "The Legend of Zhen Huan" with its excellent plot setting, rigorous and elegant production, superb performance and The heritage of Chinese culture brings fans a timeless viewing experience. In the past one or two years, the second creation trend of "The Legend of Zhen Huan" on major platforms has made its content influence break through the field of film and television, extending to all aspects of daily life such as interpersonal communication and the workplace, which has spawned many Internet hotspots.
, as the first new tea brand co-branded by "The Legend of Zhen Huan", HEYTEA is also good at inspiring the enthusiasm of netizens for the second creation. Topics such as HEYTEA logo disguise, HEYTEA co-branded packaging materials and other topics once rushed to the hot search, focusing on HEYTEA products. The re-enactment of the game is also a popular content on platforms such as Xiaohongshu, , Douyin, , and Station B. The joint creation of fans around the IPs of the two parties directly inspired HEYTEA's inspiration for this cross-border cooperation.
The support behind the second creation trend is not only the excellent content of "The Legend of Zhen Huan" that transcends time and its popularity, but also HEYTEA, as the founder and promoter of new tea drinks, the ultimate product innovation and rich brand cultural value.
took nearly half a year to prepare from the contact between the two parties to the cooperation intention and the launch of the joint event. "The Legend of Zhen Huan" shows the elegance and aesthetics of traditional Chinese culture, which is in line with the depth of HEYTEA's Chinese-inspired creation and exploration. Zhenxi Biography". The two Changhong IPs will also extend new content value in the communication and interaction with more users, which will not only increase the Chinese-style inspiration of the HEYTEA brand, but also bring more gameplay and business to "The Legend of Zhen Huan" possibility of development.
