Heytea joins forces with Yayoi Kusama to fuse tea culture with modern art

China's new-style tea brand Heytea has partnered with Japanese artist Yayoi Kusama, fusing tea culture with modern art by bringing the iconic polka dot pumpkin to Shanghai. 

Themed around "Adding a touch of BOBO to the world," the China project of "Love and life" merges Kusama's iconic polka dot art with Heytea's signature BOBO elements—the cheerful, round bubbles that have become synonymous with the brand's innovative tea beverages. This fusion celebrates joy, vitality, and the infinite possibilities of artistic expression. 

The partnership finds its roots in the shared affinity for "polka dots" between the tea brand and Kusama. Known as the "Queen of polka dots," Kusama has long used dots to symbolise infinity and interconnectedness in her art. Similarly, Heytea's BOBO—pearls in their bubble tea—represent joy and healing energy, making each sip a delightful experience. This commonality serves as a bridge, uniting the realms of contemporary art and new-style tea culture.

As part of this exclusive partnership, Heytea is sponsoring Kusama's iconic artwork "Life of the pumpkin recites, all about the biggest love for the people": The China project of love & life. This exhibition features Kusama's largest pumpkin sculpture to date—a 10-metre-tall installation adorned with her signature polka dots. Embodying themes of love, unity, and peace, the sculpture will be unveiled at Shanghai's North Bund from 12 November to 17 November 2024.

Originally unveiled in Paris, the sculpture embodies Kusama's lifelong themes and offers a poignant message of love and life. Bringing this work to China not only fosters dialogue between contemporary art and global audiences but also amplifies Kusama's enduring message. At a time when the world yearns for unity and understanding, this exhibition serves as a reminder of the power of art to bridge cultures, according to the release.

This project not only represents a significant milestone for Heytea but also amplifies the brand's global awareness. By partnering with Kusama, Heytea continues to elevate its presence on the international stage.

The collaboration also comes with a short film titled “Adding a touch of BOBO to the world”, featuring Japanese singer Mika to highlight how BOBO elements add joy to everyday life. With warmth and humour, it conveys the brand's core message: "even in uncertain times, we can find happiness through smiles and love. "

Beyond the short film and exhibition, Heytea is also launching seven special BOBO tea products, including the return of Supreme Brown Sugar BOBO Milk, Mango Grapefruit Boom and more. Each beverage will feature exclusive, limited-edition packaging inspired by Kusama's art, including limited-edition drink cups adorned with collaborative designs that blend Kusama's polka dots with Heytea's aesthetic, artfully designed paper bags and cup sleeves featuring whimsical illustrations.

Additionally, Heytea stores worldwide will offer a range of specially crafted merchandise. These include exclusive keychains and mugs that encapsulate the artistic spirit of the partnership. These items will be available as exclusive gifts during the project, enhancing the emotional connection between HEYTEA and its customers.

Previously, Heytea has collaborated with international renowned artists and luxury brands, including Fendi, Hiroshi Fujiwara, Adidas, Nike and more. These partnerships have positioned Heytea as a trendsetter in the new-style tea industry, continually pushing boundaries and exploring new possibilities.

"Through joint initiatives including offline art exhibitions, product packaging, and art peripheral design, Heytea has established a bridge for the public to engage with contemporary art using new-style tea as a medium," said a spokesperson for Heytea. "It also provides a new paradigm for new-style tea brands in exploring the combination of business and art."

Kusuma added: “I hope that through the China Project presented together with Heytea, the audience can feel that the power of art can cross cultural barriers and convey hope and love.”

MARKETING-INTERACTIVE has reached out to Heytea for more information. 

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