Authentic Tea House and Lee Kung Man launch modern-retro apparel collab

Authentic Tea House (淳茶舍), a tea brand under The Coca‑Cola Company, has teamed up with local knitwear label Lee Kung Man (利工民) this summer for a stylish, culture-led apparel collection.

Also known as “Cold brew citizen. Refreshingly sweet.” (冷萃工民 就係清新回甘), the campaign is done in collaboration with creative agency PS Workshop and PR agency Ernest and Donald Marketing Communications.

A spokesperson from Authentic Tea House told MARKETING-INTERACTIVE that the campaign targets busy city workers and culture-conscious consumers. These are people who face crowded spaces and sweltering summer heat, and are looking for quick refreshment and a touch of premium comfort.

Both brands have strong local appeal and emotional resonance with Hong Kong consumers, according to the spokesperson. Lee Kung Man is a century-old heritage label, while Authentic Tea House is a popular local drink brand, making their collaboration a natural cultural fit.

Moreover, both brands champion quality craftsmanship, pairing Lee Kung Man's breathable comfort with Authentic Tea House Cold Brew's refreshment for a nostalgic yet modern summer lifestyle statement.

At the heart of the collaboration is the collaborative "Cold brew Kung Man" (「冷萃工民」服飾系列) apparel collection, where cold brew tea culture meets traditional Hong Kong craftsmanship.

At its heart, the apparel collection is a celebration of local pride, reworking the enduring spirit of Hong Kong craftsmanship into a modern lifestyle statement. The collection offers a complete summer solution: Authentic Tea House Cold Brew for inner refreshment, paired with Lee Kung Man's breathable knitwear for outer comfort.

The limited-edition collection and promotional ecosystem are available in Hong Kong from 17 June to 6 August across two tier-based point registration and redemption windows. The curated collection - featuring 100% cotton T-shirts, caps, socks, and shopping bags - with custom tea inspired colourways that celebrate local craftsmanship and to spark desirability and collectability.

To capture a modern-retro lifestyle and appeal to a wider cross-generational audience, the campaign has enlisted Authentic Tea House brand ambassador Raymond Lam, along with rising cinematic talents Tony Wu, Locker Lam, and Sabrina Cheung, to showcase the collection.

Interested consumers can buy selected Authentic Tea House gold‑cap products by 6 August, scan the QR code, and register on COKE+ to earn redeemable points for exclusive limited items. The COKE+ platform acts as the core hub for point accumulation, gamified participation, and reward redemption, anchoring the O2O campaign ecosystem, according to the spokesperson.

To further engage with the audience, an experiential pop-up will tour high-traffic districts across Hong Kong for 21 consecutive days starting from 29 June, delivering instant summer relief on the go. These on-the-ground touchpoints, featuring promotional counters at multiple busy locations, will bring the campaign to life across the city. Complementing the offline activation, CRM-led digital rewards will seamlessly bridge the gap between online and offline experiences through interactive games and free product sampling at the pop-up.

In terms of ROI measurement, the spokesperson said Authentic Tea House uses both quantitative and qualitative data, including active user registrations and QR code scans on the COKE+ platform, as well as redemption rates for limited-edition co-branded items like the 800 premium T-shirt blind boxes and accessories. To truly understand customer loyalty and brand perception, Authentic Tea House tracks social media engagement, audience sentiment, and user-generated content linked to their campaigns and brand ambassadors.

Edward Lin, director, brand management, stills, Hong Kong and Taiwan, Coca-Cola China, said: "This collaboration unites two much-loved Hong Kong brands - one offering refreshment from within, the other delivering comfort on the outside. It's a natural fusion of heritage and modern lifestyle, designed to help Hongkongers carve out moments of ease amid the heat and hustle of summer."

“Through limited-edition craftsmanship and an engaging membership experience, this is not just an apparel collection - it’s an expression of care, local pride, and a cooler way of living, inside and out.“

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