On 20 May, the Chinese internet culture’s “I Love You Day”, leading tea chain HeyTea launched its fourth 520 campaign, bringing the celebration to the Civil Affairs Bureaux and offering free drinks outside to newlyweds. Collaborating with 5 bureaux in Shenzhen, Guangzhou, Hangzhou, Chengdu and Wuhan, HeyTea provided complimentary beverages to couples who had just registered to be married.
In addition to the 5 locations, HeyTea also brought its 520 campaign to its branches across China. With a marriage certificate dated 20 May 2025, you can receive offers such as buy one, get one half-price and exclusive 520 magnets. This way, HeyTea could share the celebration with newlyweds across the country.
The “hey” in HeyTea is actually “喜” (xi), meaning happiness in Chinese. Chinese weddings, traditional or modern, almost invariably feature the “double happiness” character “囍” as a form of celebration and well-wishing. It is then no surprise that HeyTea has been leveraging this connection since 2022, giving away drinks outside the Civil Affairs Bureaux across China during special days like 520, Valentine’s Day or even the National Day holiday, where there tends to be a surge in marriage registrations.
HeyTea is well-known for its creative marketing, including providing tea drinks to wedding banquets. This year, HeyTea also launched new packaging for its banquet and catering services. With the younger generations reducing their alcohol intake, tea has become a popular drink for parties in general. Perhaps, providing HeyTea at weddings can also make these events more appealing for the younger generation.