In recent years, Heytea has become a favorite beverage shop among young people with its unique taste and fashionable brand image. However, Heytea is not satisfied with this, and always maintains the pace of innovation and constantly innovates. The launch of the "My Buddha Holding Cup" series is the latest attempt of Heytea to continue to lead the trend.
Heytea's new brand, "My Buddha Holding Cup" series of milk teas, quickly became popular with young consumers after its launch, but unfortunately, this high-profile collaboration suffered a rollover due to religious content advertising.
When HeyTea launched the "My Buddha Holding Cup" series of milk tea, the product quickly attracted the enthusiasm and attention of consumers. The design of this collection is inspired by the traditional Chinese Buddhist culture of "I Buddha Hold", which implies reverence for the Buddha and the pursuit of good deeds. The cups of this series are made of Jingdezhen ceramics, which are delicate and delicate, giving people an elegant and solemn feeling. The cross-border cooperation between Heytea and the Jingdezhen Chinese Ceramics Museum made this product series quickly cause a sensation after its launch, and the stores were once sold out, becoming the focus of the hot search list.
The cooperation between Heytea and Jingdezhen Chinese Ceramics Museum is a successful cross-border cooperation. As the hometown of Chinese ceramics, Jingdezhen is famous for its long history of ceramic craftsmanship and rich traditional culture. Through the cooperation with the Jingdezhen Chinese Ceramics Museum, Heytea has successfully combined ceramic culture with milk tea culture to create a product series rich in artistic atmosphere and cultural connotation.
However, Heytea encountered the problem of religious content advertising in this joint collaboration. According to the notice issued by the State Administration for Industry and Commerce, no unit or individual may publish advertisements involving religious activities, religious articles, and souvenirs of religious activities, as well as advertisements for books and audio-visual products with the content of preaching and preaching, in the mass media and non-religious activity venues. These advertisements must be approved by the religious affairs department at or above the provincial level and reported to the administrative organ for industry and commerce at the same level. Heytea's "My Buddha Holds a Cup" series of milk tea advertisements violated this regulation by involving religious content.
In this regard, the Shenzhen Municipal Bureau of Ethnic and Religious Affairs interviewed Heytea Company on December 1 and asked it to remove related products from the shelves. Heytea cooperated with this and removed all products from the shelves on December 3. Heytea's positive response and corrective actions should be recognized, but the incident has also sparked public discussion about the religious content of the advertisement and concerns about corporate compliance.
The incident is a reminder of the need for companies to carefully address religious and cultural sensitivities in their advertising campaigns. When conducting cross-border cooperation, enterprises should pay more attention to evaluating and screening partners to avoid touching legal and ethical red lines. In addition, enterprises should also strengthen their understanding and compliance with the provisions of the advertising law to ensure the legality and compliance of advertising.
Heytea's "I Buddha Holds a Cup" series of milk tea advertisements clearly involved religious content, so it violated the above regulations. Although Heytea showed a cooperative attitude after being interviewed, actively rectified and removed the relevant products, the incident still sparked public discussion about the religious content of the advertisement and concern about brand compliance.
For Heytea, although this incident may have a certain impact on the brand image, it is believed that through active rectification and compliance measures, Heytea will still be able to regain the trust and support of consumers. At the same time, this incident also reminds other companies to maintain a high degree of vigilance and comply with relevant laws and regulations in publicity and marketing, so as to avoid unnecessary losses caused by violations.