Razer partners with Top Tier Tea to bring gaming to everyday culture

Razer has partnered with Taiwanese bubble tea brand Top Tier Tea to launch a series of themed specialty drinks. This exclusive collaboration marks Razer's first foray into the beverage space in Taiwan.

The partnership is exclusive to Taiwan, with activations across 11 flagship Top Tier Tea stores in cities including Taipei, New Taipei, Hsinchu, Taoyuan, Taichung, Tainan, and Kaohsiung. 

In conversation with MARKETING-INTERACTIVE, a spokesperson from Razer said Top Tier Tea was chosen as its founder DinTer, a former professional League of Legends player, has a background in esports and connection to the gaming community, making this partnership a natural fit.  

“Razer and Top Tier Tea share a focus on community and culture, and this was a way to bring gaming into everyday life through a local brand. Razer’s positioning as a lifestyle brand for gamers aligns well with Top Tier Tea’s youth-focused design and strong local following, making this a culturally resonant activation in Taiwan,” the spokesperson added. 

While the cost of the partnership is not disclosed, the partnership is measured through broad metrics across multiple customer touchpoints to assess both performance and impact.  

These include sales of Razer x Top Tier Tea speciality drinks across the 11 flagship stores; reach and engagement from livestreams and KOL content, including DinTer’s livestream activations; media coverage and PR traction in Taiwan; social posts, fan reactions, and user-generated content across platforms. 

Targeting gamers, Gen Z, and youth consumers who engage with both gaming and lifestyle trends, this partnership was designed with the community in mind, combining gaming culture, everyday lifestyle rituals such as bubble tea, and local relevance through three main approaches. 

First, the partnership introduced three specially crafted Razer-themed drinks with custom packaging that included recyclable cups, reusable cooler bags, and steel ice cubes to create a fun and memorable in-store experience that reflects both brands. 

Furthermore, DinTer kicked off the campaign with livestreams of the collaboration, joined by several gaming and lifestyle KOLs who helped amplify the launch. Their content built awareness and hype across both communities, leading to organic media coverage shortly after the announcement. 

Last but not least, the retail setup was designed to be both engaging and practical, combining brand presence with practical sustainability, said the spokesperson. “Sustainability-focused items like reusable bags and steel ice cubes helped reinforce shared values and gave fans of both brands something that they could actually use beyond the store.” 

“Gaming has become part of everyday culture, shaping how people connect, celebrate, and share experiences. By pairing a beloved cultural icon such as bubble tea with gaming, we’re engaging our core audience while also reaching new communities in Taiwan. It’s a great example of how community-driven partnerships can create something memorable,” said Vanessa Tan, regional marketing director, Asia, Razer. 

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