Aficionados of “cheese tea” — that concoction of cold tea topped with cream cheese — were in for a treat Thursday as popular brand Lelecha livestreamed an online tea party on Pinduoduo (PDD). The collaboration is part of the May 5 shopping festival in Shanghai to encourage domestic consumption.
Fans of Lelecha learnt about the story behind the brand during the livestreaming session on PDD, China’s second-largest e-commerce platform by users. The collaboration is part of the May 5 shopping festival in Shanghai to encourage domestic consumption.
Lelecha started its first store in Shanghai in December 2016 and soon became phenomenally popular with youths in the 18 to 35 age group (80% of the customers are women). It is part of a new wave of trend-setting food and beverage brands that are capturing the imagination, and e-wallets, of young consumers in China.
A Dirty Choco Bun with your Super Thick Mashed Taro Tea, anyone?