Heytea Partners With China Rural Development Foundation to Showcase Yunnan Children's Art in Stores Nationwide
Heytea launches a three-year rural arts education initiative with the China Rural Development Foundation, featuring children's artwork on in-store collectibles from September 4, 2026.
Heytea (喜茶) has launched a children's arts education initiative in partnership with the China Rural Development Foundation (中国乡村发展基金会), timed to the first week of the new school term on September 4, 2026. The campaign runs across Heytea's nationwide store network.
In participating outlets, the brand introduced three limited shaped cup stickers and a booklet — the "Little Designer Children's Painting Collection" (小小设计师童画集) — containing 15 collage works created by children in Jianshuі County, Yunnan Province. Customers who pick up the booklet can write responses to questions printed alongside the artworks; those replies will be collected and delivered to the children at their next art class.
The campaign also includes six small pocket notebooks (小豆本), each printed with a different childlike question. These touchpoints sit within a broader three-year commitment to rural children's arts education spanning nine townships, ten "Child Companion Homes" (童伴之家), ten locally recruited female caregivers serving as "Companion Mothers" (童伴妈妈), and a total of 7,699 children reached.
The in-store mechanics turn everyday beverage purchases into a two-way exchange between urban consumers and rural children — the cup stickers and booklets functioning as both collectible merchandise and message carriers. By anchoring the campaign to the September 4 school-opening date, Heytea connects the initiative to a culturally significant moment in the Chinese calendar without relying on a one-off promotional stunt.
