Milk Tea Co-Branded Packaging Fuels Secondary Market, Raises Concerns of Industry chaos
The surge in popularity of limited-edition co-branded milk tea packaging – including bags and cup sleeves – has spawned a thriving secondary market, with consumers reselling materials online despite reported shortages at retail locations. The packaging, frequently enough featuring sought-after intellectual property (IP), is not only collectible but also repurposed by consumers into handmade crafts, including handbook materials, decorative art, and functional paper boxes, fueling a trend widely documented on social media.
Consumers have voiced concerns over the availability of these items,noting frequent sell-outs quickly followed by abundant listings on second-hand platforms. “Every time I want to buy co-branded peripherals, I rush to buy them quickly, and it doesn’t take long to show that they are sold out, but when I turn around, I see a large number of the same model for sale on the second-hand platform,” one consumer reported.
Industry observers attribute the demand to the combination of attractive designs, popular IP collaborations, and the perceived value of limited-edition items, appealing to young consumers’ desire for individuality and social recognition. The trend has evolved beyond practical use, becoming a “trendy symbol” and driving a market for both resale and creative change.
However, experts caution against potential issues, including unauthorized sales by store employees, counterfeiting, and infringement. they emphasize the need for brands to maintain market integrity through high-quality collaborations and compliant operations to ensure the sustainability of this consumer trend.
Source: Huasheng Online.
