HEYTEA Partners with POP MART’s Twinkle Twinkle for First Global Simultaneous Launch
12/29/2025 11:57 AM • HEYTEA and POP MART launched their first globally synchronized co-branded campaign featuring the Twinkle Twinkle IP across December 22, spanning over 100 stores worldwide including China, Hong Kong, Macao, and international markets in the US, UK, and Canada. The collaboration includes custom character designs, co-branded drinks, themed merchandise, and pop-up activations, reflecting HEYTEA's strategy of using localized, culturally relevant partnerships to build international presence while maintaining global brand coherence.
PMRTY - POP MART's Twinkle Twinkle IP is being leveraged in a major global co-branded campaign with HEYTEA, demonstrating strong IP value and market appeal. The collaboration spans multiple regions and generates significant social media attention, indicating successful IP monetization and brand partnership opportunities.