(Yicai) Nov. 12 -- Chinese modern tea chain Heytea is teaming up with Yayoi Kusama to launch its latest range of teas and supporting merchandise at the Japanese artist’s first solo exhibition of pumpkin sculptures in Asia, which kicks off today in Shanghai.

Seven new Heytea teas, all splendidly presented in Kusama-designed packaging, will go on sale at the event, as well as some other merchandise such as metal pendants and mugs.

The exhibition, held in the North Bund area, revolves around Kusama’s largest pumpkin sculpture to-date, which features her signature color palette of black polka dots on yellow.

This collaboration marks another venture by Heytea into the fashion realm. The Shenzhen-based firm has previously teamed up with luxury fashion house FENDI and streetwear icon Hiroshi Fujiwara to launch co-branded products. Similarly, coffee chain Manner Coffee linked arms with French fashion house Louis Vuitton last year.

These collaborations leverage brand awareness, the scale effect and fan engagement, which help Heytea to build its distinctive core competitiveness, said Zhu Danpeng, vice president of the Guangdong Food Safety Promotion Association.

The tie-ups between Chinese tea brands and international fashion labels not only generate short-term traffic and market attention but also enhance the brand's tone and market positioning, said branding expert and founder of Fujian Huace Brand Consulting Zhan Junhao.

However, a brand's longevity ultimately depends on its product quality and supply chain capabilities, Zhan said. Only products that are high-quality, innovative and differentiated can earn consumer trust. Moreover, strong supply chains are essential for sustainable growth and scalability, he added.

Editors: Tang Shihua, Kim Taylor