Heytea Launches "Imagine Cloisonné" Campaign in Beijing-Tianjin-Hebei Stores, Blending Tea Culture With Intangible Heritage Craft
Heytea partnered with the Cloisonné Art Museum and Master Zhong Liansheng on a limited peripheral series tied to the intangible heritage cloisonné craft, available at Beijing-Tianjin-Hebei stores from October 23.
Heytea (喜茶) launched an "Imagine Cloisonné" themed campaign on October 23, partnering with the Cloisonné Art Museum (景泰蓝艺术博物馆) and Master Zhong Liansheng (钟连盛大师) to bring the national-level intangible cultural heritage craft of cloisonné into a limited-edition merchandise series tied to its tea drinks.
The campaign began with Heytea's design team visiting the Cloisonné Art Museum to observe and experience all six production stages of the craft: tithe preparation, wire-cloisonning, blue-dotting, blue-firing, polishing, and gilding. Under Master Zhong Liansheng's supervision, the team developed a tea bowl that incorporates the colours and craftsmanship associated with cloisonné. The collaboration also extended the aesthetic of the traditional technique to everyday functional items, including paperclips and refrigerator magnets.
Starting October 23, customers who ordered specified tea drinks at Heytea stores across the Beijing-Tianjin-Hebei region received a scratch card offering chances to win one of three types of campaign peripherals. The activation is exclusive to offline stores in that region.
The campaign is an example of a broader pattern in Chinese consumer marketing in which food and beverage brands use intangible cultural heritage as a creative frame — drawing on the symbolic weight of officially recognised craft traditions to differentiate limited-edition merchandise and deepen brand association with cultural identity. Restricting the activation to the Beijing-Tianjin-Hebei region is also well-suited to cloisonné specifically, as the craft has deep historical roots in Beijing.
