"SOMA" is one of Taiwan’s original “boutique” milk tea brands and achieved numerous accolades over the years, including being crowned Taiwan’s “No. 1 Milk Tea” after a blind taste test at the 2019 Taiwan Milk Tea Festival. I have pitched and lined up with this renowned Taiwanese brand and led efforts to make their first time ever debut in Hong Kong at Hyatt Centric Victoria Harbour Hong Kong, introducing the limited-edition beverages. 

 

In this partnership, I led efforts to the pre-launch preparations, launch of a limited-time pop-up store at a hotel outlet, along with media event activations, communication material write-ups, media pitching and influencer partnerships to generate strong awareness and buzz for the milk tea beverages. The collaboration achieved widespread media coverage and strong user-generated content, which generated over HK$105,000 gross revenue within one month and establishing it as one of the highest-revenue-generating brand partnerships of the year.