{"id":13446,"date":"2023-12-27T06:30:20","date_gmt":"2023-12-27T06:30:20","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=13446"},"modified":"2025-04-23T09:03:26","modified_gmt":"2025-04-23T09:03:26","slug":"why-did-a-chinese-tea-brands-latest-collaboration-mysteriously-get-pulled","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/why-did-a-chinese-tea-brands-latest-collaboration-mysteriously-get-pulled\/","title":{"rendered":"Why did a Chinese tea brand\u2019s latest collaboration mysteriously get pulled?"},"content":{"rendered":"

This year has seen an explosion of interest in Buddhist temples among China\u2019s anxious youth, making it tempting for brands to incorporate religious themes to stay in touch with the zeitgeist. However, writes Dao Insights\u2019 Miranda Jarrett<\/strong>, as Hey Tea\u2019s latest collaboration shows, this strategy could be more risky than rewarding<\/h2>\n

Hey Tea, the self-proclaimed innovator of \u201cnew-style\u201d tea, is renowned in China for its effective marketing collaborations. In one of its most recent efforts, the brand teamed up with Jingdezhen China Ceramics Museum to put the faces of Buddhist disciples on bubble tea packaging. Some of the museum\u2019s Buddhist sculptures have recently become internet memes<\/a>, such as the \u201cspeechless Buddha\u201d meme used to express being unimpressed. This collaboration seemed like another savvy move from Hey Tea, as it managed to playfully incorporate internet culture whilst also promoting China\u2019s cultural heritage<\/a>.<\/p>\n

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Unfortunately, the campaign did not get the chance to fulfil its potential. Less than a week after launch, it was pulled from shelves after the Shenzhen Municipal Bureau of Ethnic and Religious Affairs said it suspected the brand had violated a law on the use of religious themes for commercial purposes. Religious proselytising is strictly banned in China, but the act is not clearly defined in law, leading to confusion over whether activities like Hey Tea\u2019s campaign cross boundaries or not.<\/p>\n

Some netizens were dubious about the accusation. Surely a co-branded tea can\u2019t really convince an atheist to start practising Buddhism? And didn\u2019t all this begin with a collaboration with an art museum, promoting intangible cultural heritage rather than religion? The precise details of the collaboration are perhaps beside the point, as far as the Shenzhen authorities are concerned. What counts is more likely Hey Tea\u2019s influence as a brand.<\/p>\n