奶茶的甜,盲盒的瘾:新茶饮品牌成潮玩隐形巨头?

Ofweek光电信息网
Aug 04, 2025

在2025年,最受资本和市场关注的两个消费赛道,一个是随着蜜雪冰城上市而持续升温的新茶饮,另一个是泡泡玛特Labubu热度带动下的潮玩。看似风马牛不相及的两个领域,如今却在盲盒模式下悄然跨界融合。新茶饮品牌正在成为潮玩“隐形巨头”。蜜雪冰城、柠季、霸王茶姬等头部品牌纷纷上线原创IP周边、联名盲盒,美团外卖也在平台上推出“奶茶灵感盲盒”。左:蜜雪冰城“雪王不倒翁玩具”;右:柠季“雷蒙盲袋”越来越多...

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