This year has seen an explosion of interest in Buddhist temples among China’s anxious youth, making it tempting for brands to incorporate religious themes to stay in touch with the zeitgeist. However, writes Dao Insights’ Miranda Jarrett, as Hey Tea’s latest collaboration shows, this strategy could be more risky than rewarding
Hey Tea, the self-proclaimed innovator of “new-style” 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’s Buddhist sculptures have recently become internet memes, such as the “speechless Buddha” 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’s cultural heritage.
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’s campaign cross boundaries or not.
Some netizens were dubious about the accusation. Surely a co-branded tea can’t really convince an atheist to start practising Buddhism? And didn’t 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’s influence as a brand.
A digital marketing powerhouse with a significant social media presence, Hey Tea is one of China’s biggest tea chains for a reason. The brand has an uncanny ability to take the pulse of the zeitgeist and pump out fresh campaigns that keep consumers guessing. Its collaboration with Fendi this spring had Beijingers queuing up outside of outlets before opening time and posting on social media about snagging their first Fendi-branded product. It is this huge buzz generated by the brand – and, in the case of the Fendi campaign, the fanaticism it seems to inspire – that make it a target. Simply put, Hey Tea is too big to get away with profiting from the use of religious images.
In the end, the market watchdog revealed that Hey Tea had not violated the law, as the campaign sits in an awkward legal grey area between advertising law and religious law. After discussions with the regulators, the brand took the shrewd move of voluntarily withdrawing the co-branded product series.
Hey Tea’s run-in with the law reminds brands in China that they must exercise caution when attempting to tap into this year’s temple craze, as all religions are closely policed. However, there is still an opportunity for businesses to tap into young Chinese people’s renewed interest in Buddhism and Daoism. The boom in temple visits is ultimately about finding a soothing ritual and believing in something bigger than oneself. Exploring themes of self-care, connecting to nature, or being part of a community are other ways businesses can speak to the younger generation’s search for hope.
