The luxury house is launching a collaboration with the Hey Tea chain, which is very popular with the younger generations of Chinese consumers.

After ice cream , pasta or even several pop-up coffees in its name, Fendi is unveiling a new food partnership these days by getting closer to the Chinese brand Hey Tea .

For this drop unveiled on May 17, the Italian label has offered itself a limited edition flavor, namely a green tea flavored with passion fruit, orange and mango. But in addition to this association of perfumes, it is above all the packaging born of this collaboration that created the buzz on social networks. On the menu: a yellow Fendi cup decorated with a sleeve, a straw, a coaster or even matching badges.

A follower of co-branding after collaborations with L'Oréal, Fenty Beauty and Tesla, Hey Tea has become known for its cheese tea recipes , cold tea topped with a mixture of milk and cream cheese. Essentially present in China but also in Singapore, the brand has hundreds of points of sale, between collection corners dedicated to orders placed via the dedicated application and ultra-design themed shops.