By: Elena Mart
In the age of social media, where trends can change in hours, few moments have had the staying power of BLACKPINK’s Lisa sipping HEYTEA matcha in a red Ferrari. That one casual photo didn’t just go viral—it sparked a significant cultural moment, helping to elevate a Chinese tea brand into international recognition and turning matcha into a popular beverage for summer 2025. It’s a story of how celebrity influence, effective branding, and a well-loved product can come together to create something noteworthy.
The viral spread was quick and widespread. Lisa’s 100 million-plus Instagram followers embraced the image, sharing it across platforms: TikTok users recreated the pose with their own HEYTEA cups, X (formerly Twitter) users discussed which matcha flavor she was drinking, and Chinese apps like RedNote and Douyin saw #LisaHeytea lead trends. Fans from around the world joined in, posing with HEYTEA alongside luxury cars, streetwear, and scenic backdrops, transforming a simple snapshot into a widely shared cultural phenomenon.
HEYTEA capitalized on the moment in a strategic way. On July 25, it launched a global buy-one-get-one-free promotion for its matcha drinks, available in over 4,000 stores across 330 cities. The response was impressive. In New York, London, and Shanghai, lines formed before stores opened, with some locations selling out quickly. For many, the “Lisa drink” wasn’t just a beverage—it became a way to engage with their favorite star, offering a chance to be part of a cultural moment that reached across borders. Store managers reported higher-than-usual sales, with matcha products selling out faster than they could be replenished.
Photo Courtesy: HEYTEA
The success of this campaign also underscores the growing influence of social media in shaping consumer behavior. By harnessing the power of influencers like Lisa, HEYTEA has managed to turn what might have been a typical beverage into a widely recognized cultural symbol. This phenomenon demonstrates how celebrity endorsements can change the way people perceive a brand, helping it become more than just a product—it can evolve into a reflection of status, style, and contemporary living.
This isn’t HEYTEA’s first experience with fame, but Lisa’s influence is arguably one of the most impactful. Her unplanned endorsement has positioned the brand as more than just a tea company, aligning it with lifestyle choices that resonate with fashion, wellness, and global culture. This reputation is supported by a series of celebrity sightings, including K-pop’s Kim Gyu Vin, NBA’s Paul George at a California pop-up, and influencers attending the alexanderwang collaboration in SoHo. These moments are not random—they are part of HEYTEA’s deliberate strategy to make the brand part of modern life.
From its humble beginnings in a Chinese alley, HEYTEA has expanded into a global presence with 150 million members and stores in 330 cities. Its success can be attributed to reimagining tea for today’s consumers: using health-conscious ingredients, creating innovative flavors, and designing stores that blend local culture with global aesthetics. The Times Square TEA LAB flagship, opened in early 2025, serves as an example—offering 10 exclusive drinks in a space that merges futuristic tech with traditional tea elements. Whether in Melbourne’s laneways or London’s British Museum, HEYTEA stores are becoming distinctive destinations for tea lovers.
Matcha, once a niche green tea powder, has become HEYTEA’s most recognizable ambassador. By infusing it with rich textures, bold flavors, and visually appealing presentations, the brand has made matcha accessible and desirable, drawing both health-conscious consumers and trendsetters alike. While Lisa’s photo played a key role in introducing it to millions, it’s the quality of the drink that keeps people coming back.
As HEYTEA continues to grow—partnering with FENDI, Adidas, and Yayoi Kusama, and contributing to the evolution of tea culture—it’s clear that its rise is no coincidence. The brand understands that modern consumers want more than just a drink: they want an experience, a community, and to be part of the global conversation. And with Lisa’s image, that conversation has only gotten louder, demonstrating that in today’s world, a single cup of tea can have a lasting impact.
Disclaimer: The content in this article is for informational purposes only. The claims made regarding the success of HEYTEA and its promotional campaign are based on publicly available information and observed trends. Results and outcomes discussed may vary based on individual experiences and market conditions. This article does not guarantee the success or effectiveness of any marketing strategies or endorsements mentioned. Readers are encouraged to conduct their own research and consult professionals before making any business decisions.
