Nai Xues Tea Marketing Rate Measurement Analysis: A Case Study of Fantasy Co-branding

Taking the 22nd anniversary of the release of Jay Chou's "Fantasy" album as an opportunity, the two sides launched themed products such as "Golden Mountain Cake Milk Tea" around the emotional anchor of "youth memory", and created phenomenal marketing events through the three-dimensional linkage of "product, content, and scene". This study takes Nai Xue's tea and Fantasy music cross-border co-branding marketing as a typical case to systematically analyze the innovative path of new tea brands to achieve market breakthroughs and value enhancement through cultural empowerment. In addition, the in-depth analysis shows that the sustainability of cross-border marketing in the tea industry needs to be established in three dimensions: the fit between cultural symbols and brand genes, the coupling degree between product innovation and emotional value, and the synergy between traffic operation and user asset transformation. This case activates intergenerational resonance through nostalgic marketing, reconstructs consumption scenarios with intellectual property(IP) potential energy, and strengthens the closed-loop experience through digital means. The resulting marketing paradigmcombining cultural empowerment, product innovation, and traffic-driven diffusionoffers valuable insights for addressing the challenges of homogeneous competition in the new consumer landscape.