Amusement centre Kidzania has partnered with Tealive to share its expertise and knowledge of the industry. According to KidZania, Tealive is aligned with KidZania's goal of giving back to the society.
In a statement to A+M, Marco See, head of corporate partnership at KidZania, said the company will aid Tealive in its marketing efforts as well as strengthen its positioning. KidZania also aims to provide recommendations to Tealive on ways it can improve its approach to the the family with kids target market. "This eventually benefits both parties in creating a more sustainable business framework," he added.
The company said it will be promoting this partnership via tactical promotion, social media ads, campaigns, as well as inviting relevant bloggers to try out the activity. KidZania also aims to elevate the profession of Tearista (Tealive's barista), and ensure the Tearistas job is respected in the workforce.
KidZania explained that the family with kids segment is more relevant for learning more about the bubble tea industry and ways to make the drink. "We believe educating the kids is very important as they will soon become adults. Most people know how to drink a bubble tea, but most has limited knowledge of its content, and how Tealive is working on it to be a more healthier drink," See said.
Most recently, Tealive partnered with GrabFood. Separately, Tealive has also been doubling down on its expansion efforts, entering countries such as Brunei, the UK, China, and Australia. The company is also planning an IPO that could potentially raise about RM300 million.