Four "mysterious managers" landed in a Guangzhou store and turned it into a stage for a full day. One dignified with a tin staff, one mischievous with a golden cudgel, one round-bellied and endearing, one bearded and honest — the moment they appeared, the queue recognised them.
The campaign did not stop at photo opportunities. The four managers stepped behind the counter for real: shaking tea, cutting lemons, taking orders, serving cups. Perfume lemons cut to order, tea freshly extracted, ice dropped in — the rhythm matched the store's daily serve-out standard exactly. What customers took away was not just a cup of Ya Shi Xiang lemon tea, but a childhood memory rebuilt on the spot.
The numbers confirmed the reach: over 300 million views across platforms, trending topics on multiple channels, and single-day traffic and cup volume hitting new highs for the period.
For TANING this is a template for how a local cultural IP can talk to a younger audience. Lemon fruit & veggie tea is everyday, easy, a cup you can have daily; "Journey to the West" is a cultural reference shared by generations of Chinese consumers. When the two meet inside a store, the brand stops being a signboard and becomes a scene people can join, film and pass on.
