On August 13, bubble tea brand Nayuki revealed its latest collaboration with renowned Italian artist Maurizio Cattelan. The two have joined hands for Nayuki’s ninth project of “CUPSEUM” to create an exclusive gallery experience on portable cups.
Entitled “Daddy, Daddy”, Cattelan’s original artwork depicts a miniature sculpture of Disney’s fictional character Pinocchio lying face down in the water. While the original art piece is somber at its core, Nayuki takes a more lighthearted approach. The tea brand invites young Chinese people to take a moment to relax from their hectic, fast-paced lives.
Apart from pop-art cups and takeaway bags, Nayuki Tea crafted an edible chocolate replica priced at 18 RMB ($2.65). Literally translated as “shallow chocolate”, customers can jazz up their teas with this edible art piece. The limited-edition products will be carried out in Beijing, Shanghai, Shenzhen, Guangzhou and Chengdu respectively.
On Xiaohongshu, several netizens raved about the chocolate’s charming design. Others pointed out the odd flavour combination of chocolate and “Watermelon Sea” tea.
Meanwhile, from August 17 to September 13 in Shenzhen, the Chinese tea brand will host a large-scale pop-up store. During the event, Nayuki will offer two exclusive ice cream flavours – “sea salt coconut matcha” and “sea salt coconut”. Guests can explore the space and narrative created by Cattelan’s work, as well as immerse themselves in an interactive “floating” experience.
Nayuki also produced and launched its first 3D video “Daddy, Daddy’s Escape”, which illustrates the journey of the puppet’s “escape” from the art museum to the Nayuki cup.
In its cute and clever collaboration with Italian artist Cattelan, Nayuki Tea has once again leveraged nostalgia marketing to win the hearts of young consumers.