Bawang Tea Launches Mid-Autumn Miffy Collaboration With Osmanthus Drinks, Glow-in-the-Dark Packaging, and Tiered Merchandise
Bawang Tea has launched a Mid-Autumn Miffy collaboration featuring three osmanthus drinks, glow-in-the-dark packaging, and tiered merchandise bundles.
Bawang Tea (霸王茶姬), the Chinese tea chain, has launched a Mid-Autumn Festival limited-edition collaboration with the Miffy IP, centred on three new osmanthus-based drinks and a layered merchandise programme.
The three seasonal drinks are "Osmanthus Orchid Frozen Brew," brewed with 48-hour fermented xiaogan glutinous rice wine; "Osmanthus Guava Frozen Brew," made with fresh red heart guava; and "Osmanthus Autumn Pear Cheese Milk," combining Korla autumn pear juice with cheese foam. All three are available in caffeine-free versions. A matching gelato ice cream was also introduced alongside the drinks.
Merchandise is structured around tiered purchase bundles. A single large cup comes with plush four-grid stickers; a double large cup bundle includes refrigerator magnet card blind bags; a triple cup bundle includes a Miffy birthday hat. Customers can additionally pay to purchase plush refrigerator magnets, coin purses, and hanging ornaments.
Packaging was designed with tactile detail: cups feature a 3D embossed Miffy motif, and dual-cup paper bags glow in the dark, with different images printed on the inside and outside surfaces.
The campaign extends beyond product into an interactive WeChat mini-program activity titled "Shake Osmanthus Flowers Together," and themed Miffy stores have been opened at multiple offline locations.
The campaign runs across WeChat mini-program and offline store channels. No sales figures were disclosed.
The campaign sits within a broader Mid-Autumn pattern of Chinese food and beverage brands pairing seasonal flavours with IP-driven collectible merchandise to extend the purchase occasion beyond the drink itself. The tiered bundle mechanic — where each additional cup unlocks a different physical collectible — is a particularly common structure in this space, designed to raise average order value while feeding collector behaviour around blind boxes and character merchandise.
