HEYTEA's Genshin Impact Collaboration Accused of Cashing in on Otaku Culture

On September 1st, netizens revealed that Heytea would be collaborating with Genshin Impact and launching related themed merchandise.

Comments from Heytea's official Bilibili account also seemed to hint at an upcoming collaboration with Genshin Impact.

Although Heytea gave no further official information, Genshin Impact fans who saw the themed merchandise were already thrilled and eager to visit Heytea stores.

Thanks to Genshin Impact's earlier collaboration with Pizza Hut, the enthusiasm of its fans was beyond imagination. Many Pizza Hut locations were packed from morning to night, and anyone unaware might have thought a "Crazy Monday" promotion was on. Some stores even chose to close temporarily.

The Heytea and Genshin Impact collaboration was "confirmed" by players in advance. Heytea officials apparently felt the pressure of Pizza Hut's experience and grew anxious, preparing early for the impact.

Some netizens suggested, "Work overtime! Keep adding overtime!" Heytea tearfully accepted the advice. Judging by the volume of response on Heytea's Weibo post, the collaboration appears to have been quite a success.

Official Announcement and Activity Details

On September 5th, Heytea's official Weibo account formally announced the collaboration with Genshin Impact at around 10 AM.

When the activity details were released, some netizens felt the requirement to buy juice tea by the case was too harsh: only one redemption code per case, and only one standee plus a pair of badges for two cases, which they considered too few rewards, leading to dissatisfaction.

Fortunately, the Heytea and Genshin Impact collaboration merchandise would later go on general sale, meaning supplies would be sufficient and there would be no need to seek out scalpers or proxy buyers. Many netizens said they were happy to wait for the general sale.

The Rise of "Dining + IP" Collaborations

In recent years "dining + IP" has become a trend, and the fan economy attached to IPs has gradually shown strong consumer demand and purchasing power, becoming a traffic code for the catering industry.

Luckin Coffee's crossover with Yeshu Group, for example, mixed trendy products with earthy elements, creating a huge contrast that drew user attention. Even with heavy mosaic censorship on the promotional posters, Yeshu's distinctive style could not be hidden. When the Coconut Cloud Latte launched, netizens went wild, creating all kinds of DIY coconut cloud merchandise online and a passing "Coconut Cloud new poses" trend.

This Heytea and Genshin Impact collaboration, however, was criticized for harsh participation conditions and sparse rewards. What should have been a happy moment for fans of both brands was shattered the moment the activity launched.

Image source: Internet

FrontStreet Coffee Recommendation

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