Master Kong Beverage renews partnership with Mindshare China

Master Kong Beverage has renewed its partnership with Mindshare China, a media agency of GroupM. This continued collaboration will see Mindshare delivering integrated omnichannel media services for Master Kong Beverage’s entire product line.  
 
Additionally, Mindshare is tapping into WPP’s broader network, collaborating with Grey in China to create a bespoke client-servicing team for Master Kong Beverage.  
 
This joint effort helped win the pitch for Master Kong Beverage’ 2025 Chinese New Year (CNY) digital and social campaign, broadening their partnership to include creative digital interaction and social to offer Master Kong Beverage more integrated and holistic solutions. 
 
Master Kong Beverage, a household name in China, owns iconic brands such as Master Kong Iced Black Tea, Master Kong Green Tea, and Master Kong Jasmine Tea, all of which enjoy widespread appeal across the country.  
 
The company drives its mission to "promote Chinese food and beverage culture" by dedicating itself to developing healthy products and prioritising environmental sustainability. 
 
With values rooted in "sincerity, pragmatism, and innovation," Master Kong Beverage strongly focuses on long-term sustainable growth. These principles align closely with Mindshare’s vision of "good growth". 
 
The shared commitment to "integrity, responsibility, and positive impact," coupled with a strong, established rapport, has earned Mindshare the long-standing trust and recognition of Master Kong Beverage. 
 
The partnership between Mindshare and Master Kong Beverage started in 2014. Over the past decade, as fierce competition in the food and beverage industry intensified with constant new product launches and emerging channels, Mindshare has stood by Master Kong Beverage, adapting to market changes and communication transformations to navigate these cycles. 
 
Linda Lin, executive chair of Mindshare in Greater China, said, "Mindshare is very honoured to continue collaborating with Master Kong Beverages. Empowering our clients' business growth is the cornerstone and driving force behind all of our work. With such goals and beliefs, we have always worked closely with Master Kong Beverages, constantly adapting to changes.” 
 
“Faced with future challenges and opportunities, Mindshare commits to continuously leveraging our comprehensive integrated marketing capabilities, as well as GroupM and WPP's powerful platform resources and data delivery capabilities, to provide strong support for Master Kong Beverages, and together, drive positive industry transformation,” she added. 
 
Sharlene Wu, CEO of Grey in China, said, "The seamless integration of media and creative is paramount to a project's success. By joining forces with Mindshare to form a WPP team, we ensured optimal value for Master Kong Beverage. I believe this collaborative model is a win-win formula, both now and in the future, and we eagerly anticipate creating more exceptional work together.”

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

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