Heytea x Sandy Liang Pop-up 

I led the creative development for the Heytea × Sandy Liang collaboration, a four-day pop-up experience during New York Fashion Week under the theme “A Perfect Summer Escape.” The project introduced Heytea, China’s largest tea chain, to U.S. audiences by reimagining tea culture through the lens of New York fashion. A cohesive co-branded visual system unified all marketing assets, blending Sandy Liang’s signature feminine pinks with Heytea’s zen-inspired chrome metallics to seamlessly merge both brand identities and evoke the nostalgic mood of a late-summer escape in the city.

The key visual for the collaborative drink drew inspiration from the Manhattan sunset, the vibrant tropical hues of the beverage itself, and Sandy Liang’s nostalgic femininity. The event design and brand storytelling focused on creating an immersive, highly shareable experience through limited-edition co-branded merchandise, social media engagement, influencer partnerships, and mobile truck activations across Manhattan.

The Heytea × Sandy Liang pop-up attracted 5,000+ attendees, sold out limited-edition merchandise and signature drinks, grew Instagram by 5,000+, and generated 350K+ social impressions, while securing media coverage in NYC outlets including Hypebae, demonstrating the impact of a cohesive co-branded experience and strategic storytelling.