Chinese mainland tea chain giant Chagee is set to host a pop-up event featuring Hello Kitty IP this Saturday at its largest teahouse outlet, in Wan Chai, Hong Kong, which is expected to attract Hello Kitty fans for limited-edition crossover products and tea lovers in search of specialty beverages with Hong Kong characteristics.

The three-month pop-up event — the first Hello Kitty-themed teahouse — is one of a series of activities being held by the leading Chinese beverage maker to deepen its local foothold. It will open one more outlet in Wong Tai Sin district in Hong Kong this year. Currently, the brand has opened 22 branches in Hong Kong — nearly a 50 percent increase from its 15 outlets in January this year.

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During a media session on Tuesday, Chagee — a new Chinese-style national style tea drink brand — gave details of its inaugural Hello Kitty-themed teahouse. During the three-month campaign, all its branches in Hong Kong will integrate elements related to Hello Kitty. Three drinks using an Earl Grey tea base — one of the most favored tea bases in Hong Kong — will be rolled out for a limited period, along with a series of crossover products such as fridge magnets, sticker sets, and figurines.

Eason Chen, general manager of Chagee Hong Kong and Macao, said that this is the first time the brand has rolled out such a comprehensive IP collaboration in Hong Kong. The elements integrated are chosen based on the market’s characteristics. Chen said that Hong Kong residents love drinking Earl Grey tea, and Hello Kitty carries collective memories for people in the city. IP products will also be in Earl Grey color and the collaboration might be extended if the feedback is positive, he added.

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Chen said that the brand has won wide recognition in the special administrative region, and the beverages launched this time will be localized. In the future, the brand will deepen its localization strategy in the Hong Kong market, and may consider cooperating with local intangible cultural heritage (ICH) items. On the mainland, the brand has cooperated with over 20 ICH items.

Looking ahead, Chen said that the brand will consider cooperating with suitable art-related projects taking place in Hong Kong and Macao. He said he believes that the brand has seen positive development in the SAR, and attaches great importance to the market. For example, the Chagee portrait posters featured in the Hong Kong branch stores are distinct, he said.

“We have no plan to raise the product price this year, and will roll out various discounts when launching new products,” Chen said.

Apart from Chagee, other mainland tea drink brands have also expanded into the Hong Kong market in recent years, including Heytea, Mixue Ice Cream & Tea, Luckin coffee, and Naixue’s tea.

Contact the writer at atlasshao@chinadailyhk.com