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 has not provided more official information, Genshin Impact fans who saw the related themed merchandise were already extremely excited, eagerly preparing to visit Heytea stores.
Due to Genshin Impact's previous collaboration with Pizza Hut, the enthusiasm of Genshin fans was beyond imagination. Many Pizza Hut locations were crowded from morning to night. Those unaware might have thought Pizza Hut was running a "Crazy Monday" promotion. Some Pizza Hut stores even chose to close their doors temporarily.
The Heytea and Genshin Impact collaboration was "confirmed" by players in advance. Heytea officials apparently felt pressure from Pizza Hut's earlier experience and became anxious, beginning to prepare for the impact in advance.
Some netizens suggested, "Work overtime! Keep adding overtime!" Heytea tearfully accepted this suggestion. Based on the considerable feedback from Heytea's Weibo post, this collaboration appears to have been quite successful.
Official Announcement and Activity Details
On September 5th, Heytea's official Weibo account officially announced the collaboration with Genshin Impact around 10 AM.
When the activity details were announced, some netizens felt that the requirement to purchase juice tea by the case was too harsh, and that receiving only one redemption code per case, plus only one standee and a pair of badges for two cases, were insufficient rewards, leading to dissatisfaction.
Fortunately, the Heytea and Genshin Impact collaboration merchandise will be available for general sale later, meaning supplies will be sufficient and there's no need to seek "scalpers" or "proxy buyers." Many netizens expressed willingness to wait for the general sale.
The Rise of "Dining + IP" Collaborations
In recent years, "Dining + IP" has become a trend, with the "fan economy" attached to IPs gradually demonstrating strong consumer demand and purchasing power, becoming a "traffic code" for the catering industry.
For example, Luckin Coffee's crossover collaboration with Yeshu Group mixed trendy products with "earthy" elements, creating a huge contrast that attracted users' attention. Even with heavy mosaic censorship on the promotional posters, Yeshu's distinctive style couldn't be hidden. When the Coconut Cloud Latte launched, netizens went completely wild, creating various DIY coconut cloud merchandise online and the一时的 "Coconut Cloud new poses" trend.
However, this Heytea and Genshin Impact collaboration was criticized for harsh participation conditions and sparse rewards. The originally wonderful situation that should have delighted fans of both brands was instantly shattered when the activity launched.
Image source: Internet
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