Yiheytang Launches Xianverse Anime Collaboration With Three Taro Drinks and Tiered Merchandise
Yiheytang's anime tie-up with Xianverse introduces three taro drinks and tiered merchandise across two character phases, running August 28 to September 9.
Yiheytang (益禾堂), the Chinese tea drink chain, launched a collaboration with the Chinese anime series Xianverse (仙逆) on August 28, anchoring the campaign around three taro-based drinks made with Guangxi areca palm taro: the returning Taro Boba Milk Green, and two new products, Grape Immortal Taro and Matcha Immortal Taro.
The collaboration is structured around two character phases. From August 28 to September 3, featured character Wang Lin appears alongside the tagline "Shun wei fan, ni ze xian, zhi zai xin zhong yi nian jian" ("顺为凡，逆则仙，只在心中一念间"). From September 4 to 9, character Li Muwan takes over with the tagline "Dao you, sui wo yi qi ding feng xiang 'yu'" ("道友，随我一起顶峰相『芋』"), a pun linking the anime's cultivation theme to the word for taro.
Merchandise is available across three tiers: a single drink comes with a lenticular card, two drinks with a tear-off sticker, and three drinks with a glitter flow item. Consumers purchasing bundled sets or the new taro products via WeChat mini-program can also customise exclusive cup stickers built around a personal "immortal cultivation story."
Offline activations span five cities — Wuhan, Changsha, Nanjing, Hangzhou, and Nanchang — where character standees are placed at university campuses and commercial locations. Large outdoor screens carry campaign visuals at Guangzhou Beijing Road and Wuhan Jianghan Road. A campus ambassador recruitment programme launched concurrently with the campaign.
The collaboration fits a broader pattern among Chinese tea and beverage brands of pairing anime IP with limited merchandise tiers to drive repeat purchase and social sharing, particularly targeting younger consumers around the back-to-school period.
