Gong cha rides ‘blind box’ craze with POP MART tie-up
The tea company is targeting Gen Alphas by creating social media buzz.
Gong cha Australia has partnered with Pop Mart International Group Ltd. to offer “blind box” collectible items based on the Chinese toymaker’s Pino Jelly character, as it tries to boost sales.
The Taiwanese tea company, now based in London, launched its merchandise — blind pin bags featuring four exclusive designs from PINO JELLY’s Hard and Shiny series — that Aussie customers can buy with the purchase of a drink.
A special PINO JELLY paper cup was also available for a limited time, adding novelty to the partnership.
“The blind box concept is a novel form of marketing after 2021, and POP MART, being a leading name in this category, specialises in surprise and delight, which perfectly complements our goal of providing creative, engaging bubble tea moments,” Joseph Liu, Event and Marketing officer at Gong cha Australia, told QSR Media.
PINO JELLY collectible figures express different emotions and personalities, making them highly appealing to art toy enthusiasts and collectors.
Gong cha seeks to leverage the $294.2b collectible market, which is projected to grow 5.5% annually until 2030, according to Grand View Research.
“We focused on brand synergy by aligning visuals — cups, seals, and window displays — with the Pino Jelly theme, and invested in thorough staff training so they could manage inventory and questions effectively,” Liu said.
“This streamlined approach allowed customers to embrace the excitement of discovering which pin they’d get — all while enjoying their favourite Gong cha drinks,” he added.
Liu said the blind box concept taps into customer instincts like anticipation, driving repeat visits, encouraging social media sharing, and generating buzz. The collaboration generated 1.1 million views across Gong cha’s social media platforms.
The so-called experiential marketing used by quick-service restaurants has shifted from merely selling products to creating memorable experiences that deepen customer connections.
“One example is our Corn Series, a limited-time offer that generated considerable excitement in Australia, especially among Australian-Asian communities,” Liu said. “Store-wise, we now have over 170 locations across the country.”
Liu cited a growing surge of Gen Alpha users — those born from 2010 to 2020 — on platforms like Instagram and TikTok, driving social media engagement.
He said quick-service restaurant brands should harness this age group by using them as microinfluencers and key opinion leaders within their peer groups.
This year, Gong cha plans to roll out two more brand crossovers, complemented by a limited-time offer every two to three months to ensure a steady stream of new experiences for its customers, he added.
